Branding To Be Outstanding

In the realm of luxury real estate, the concept of branded properties has emerged as a beacon of sophistication and exclusivity. These collaborations between renowned brands and real estate developers have redefined opulence, offering residents a lifestyle imbued with the ethos of the brand. Among these prestigious projects, as an example, Aston Martin Residences in Miami stands as a quintessential example, epitomising the fusion of automotive elegance with architectural grandeur.

Nestled along the picturesque waterfront of Downtown Miami, Aston Martin Residences commands attention with its sleek silhouette and striking design. Conceived by architectural firm Revuelta Architecture and Bodas Miani Anger, in collaboration with Aston Martin’s design team, every aspect of the development exudes the luxury, craftsmanship, and innovation synonymous with the iconic British marque.

One of the primary draws of branded properties lies in the promise of an unparalleled lifestyle experience. Beyond mere living spaces, these residences offer a curated suite of amenities and services designed to cater to the discerning tastes of their residents. From exclusive access to amenities such as a fitness center, spa, and infinity pool to personalised concierge services, every detail is meticulously crafted to elevate the standard of luxury living.

Moreover, branded properties often serve as a symbol of status and prestige, attracting a clientele who value not only the quality of the residence but also the association with a globally recognized brand.

From an investment perspective, branded properties offer a unique opportunity for value appreciation and market resilience. The association with a reputable brand lends a sense of credibility and desirability to the development, making it an attractive prospect for both homeowners and investors. In the case of Aston Martin Residences, the brand’s legacy of luxury and performance serves as a catalyst for demand, ensuring the enduring appeal of the property in the ever-evolving real estate landscape.

Furthermore, branded properties often benefit from enhanced marketing and branding efforts, leveraging the global reach and prestige of the associated brand to attract prospective buyers from around the world. This not only contributes to the visibility and reputation of the development but also helps maintain its value over time. Luxury brands, high-end interior designs and designers don’t just add prestige to the equation, rather, they help to enhance and attract buyers to such esteemed projects.

I believe that the value of such branding is well worth the added cost.

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Branding Properties in Asia

Most branded properties in Asia have a strong association with the hospitality industry, primarily focusing on hotels.

Despite the abundance of “luxury” projects at various stages of development, investors often prioritise the acquisition of upscale branded properties managed by renowned hotel brands like Dusit Thani and the Banyan Group in Thailand and St Regis Residences in Singapore.

A prime example and a good reference is the Angsana Beachfront Residences, part of the Singapore-based Banyan Group’s Phuket Laguna complex. Upon their launch, these residences were swiftly sold out within weeks. Remarkably, the current resale price of these exquisite beachfront properties stands at over 200 percent above the initial launch price.

In the wake of the 2008 financial crisis and the recent challenges posed by the COVID-19 pandemic, investors have become increasingly risk-averse, recognizing the potential pitfalls of ambitious projects and concepts. Consequently, there is a growing preference for investing in established branded properties as a secure haven for real estate investments.

As an investor across various business sectors, I view such investments as offering minimal risk while providing significant advantages. Not only do they offer stability, but they also afford investors the opportunity to personally enjoy the privileges of their investment by residing in their own upscale property.

Phuket Brand

Speaking of branded properties, it’s essential to note Phuket’s evolution into a branded destination in its own right. This transformation is spurred by the recent surge in affluent residents and visitors, notably from Russian-speaking countries.

Phuket is undergoing a profound transformation, transitioning from its traditional role as a holiday paradise to a major center for permanent and long-term stays. This shift marks a significant evolution in the island’s real estate landscape, with Thai nationals increasingly investing in beachfront properties previously coveted primarily by foreigners.

For years, my affluent Thai acquaintances expressed bewilderment over the allure that beachfront plots in remote, amenity-lacking locations held for foreigners. However, recent developments mark a significant shift in this perspective, as affluent Thais are now enthusiastically investing in land and villas in sought-after locales such as Bangtao Beach.

A notable example is the sale of four beachfront villas by Laguna, a part of the Banyan Group, at the southern end of their Laguna property. Priced between USD 7 million to USD 8 million, these villas were swiftly snapped up, with two purchased by Thai nationals. This trend underscores the growing interest of Thai investors in Phuket’s luxury real estate market.

Furthermore, major Thai property developers are escalating their involvement in Phuket, aiming to capitalise on its burgeoning real estate potential. Laguna’s ambitious plans to develop 10,000 residential units over the next decade exemplify this trend. Importantly, these developments are not confined to hotel rooms but comprise flats designed for longer or permanent stays, heralding the emergence of vibrant residential communities in Phuket.

However, the rapid urbanisation and influx of investments also pose challenges, particularly regarding infrastructure development. Without adequate investment in transportation and public amenities, Phuket risks succumbing to the pitfalls of its own success, with congested roads and strained resources undermining its appeal.

Despite these challenges, Phuket’s real estate market continues to attract interest from international investors, with Russians accounting for a significant share of property transactions in 2023. This influx of foreign investment, coupled with the growing appetite of domestic buyers, underscores Phuket’s emergence as the “Cote d’Azur of Asia”.

Looking ahead, the expansion of construction inland is expected to reshape the island’s property landscape, with beachfront areas like Bangtao Beach becoming premium real estate hubs. Moreover, investors eyeing more affordable options may pivot towards the east, while the development of Natai Beach in the north, bolstered by the construction of a major international airport, presents lucrative opportunities for larger-scale investments.

In conclusion, Phuket’s transition from a holiday destination to a thriving residential hub signals a new chapter in its evolution. While challenges loom on the horizon, the island’s allure remains undeniable, with investors poised to capitalise on its growing prominence in the global real estate arena.

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About: Alexander Karolik-Shlaen

Shlaen founded Panache Management (PM) in Japan, crafting his “East Meets West” style of business management. He was later based in Hong Kong, before relocating to Singapore in 2003 where he has since been based. Shlaen has also served on the board of directors for Brinks Japan, a joint venture between Nissho Iwai Corporation (the sixth largest company in the world at the time) and Brinks Inc (a Fortune 500 US corporation). He holds the designation of Certified Independent Director and has lent his expertise to the boards of publicly traded companies listed on the Singapore Stock Exchange.

As one of the few market analysts to predict a property boom in Singapore and the region at a time when global markets were in decline, Shlaen’s expertise is in high demand from family offices, private bankers and wealthy investors.

Shlaen’s PM represents companies that have superb and exquisite products that are outstanding in their niche markets. PM is representing Aston Martin Interiors, Formitalia design lines in Asia. PM is also involved in real estate and tech investment projects as well as providing luxury interiors and designs for exclusive homes, villas, hotels, offices, private jets and super yachts. He has been writing the Luxury Expert column in Property Report Asia and Palace magazine since 2009 and has appeared in various regional and global media, TV and is frequently sought to attend established business forums.

Shlaen holds an Executive MBA from the Kellogg School of Management and the Hong Kong University of Science and Technology.

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