FOrse will be the new status symbol, something that really makes the difference between the real rich and what we could call, with Checco Zalone, the “little rich”. But the Luxurious niche of the residences signed by stylists, Lifestyle brand (Baccarat was among the first with the New York tower of 185 meters for 48 floors) and cars (Aston Martin, Bentley) is expanding.
If today the branded Residences are about 700, there will be 1,200 in 2030. According to Knight Frank, a large global real estate consultancy company, the Uhnwi (Ultra Hight Net Worth individuals, literally “people with a very high equity”), the new millionaires, will, by 2027, 165 thousand more, will want to want exclusive houses and They can choose between Armani, Fendi, Versace, Dolce & Gabbana.
Armani’s fashion residences
“The pharaohs built pyramids,” jokes Luca Mecca, professor of Consumer Behavior in the marketing department of the University of Turin, and author of the essay Sociology of consumption and fashion (Ledizioni), «The stylists raise Torri. It is an investment, but not only ».
Giorgio Armani “wears” the highest in the world, such as the Century Spire of Manila, 245 meters for 60 floors, Signed by Daniel Libeskind and his study. The project fascinating Residences by Armani/Houseinaugurated in Miami, in Sunny Isles Beach, a tower with 308 apartments, the result of the collaboration between the Interior Design Studio by Armani/Casa and César Pelli. Bronzed mirrors and sandwich glass with metal networks create a reflection of the ocean. Lobby, entrance and restaurant have emerald green marble floors. Price of residences, roughly between 7 and 16 million dollars.
Giorgio Armani’s Building on Madison Avenue, in New York. Renised to also accommodate prestigious houses.
But the list of real estate companies of King Giorgio is still long. It is by the Japanese architect Tadao Ando, the Armani Beach Residences Palm Jumeirah Dubai project: 53 apartments from 2 to 5 bedrooms, penthouses, two presidential suite, three swimming pools, private beach, two -storey gym and a spa, all ready for the end of 2026. It also brings Armani seal a prestigious complex on Madison Avenue, in the heart of the Upper East Side in New York. The 12 -storey building offers a combination of fashion boutiques (on the ground floor), spaces dedicated to furnishings (on the third floor) and apartments at higher levels.
Elie Saab: Golfo Persico, Caribbean, Maldives
Elie Saab Maldives Samana Ocean Cun.
With views like Armani, Elie Saab is very active. At Qetaifan Island North, in Qatar, there are Les Vagues by Elie Saab, 70 luxurious residences: shades of cream and gray, metals with shiny finishes, bronze, marble and noble stones. The Maldives shines the Samana Ocean views: houses on the beach and water, in all 190. In the Caribbean, in Saint Maarten, there are 12 magnificent villas with a little Italy inside. Lorenzo Marconi Fornari, CEO of Scic and Schiffini, has been dealing with at least 15 years of towers and branded villas. One of the latest collaborations is with Elie Saab in the Caribbean: «We take care of wardrobes and kitchens, and we put the maximum quality. We worked a lot with Karl Lagerfeld and Fendi. I think the brand represents a guarantee. If Portofino is already a brand, in a city like Dubai, where there is no shortage of skyscrapers, the one signed by a maison makes it recognizable ».
Dolce & Gabbana, Versace, Fendi: sea and mountains
Not even Dolce & Gabbana take back, indeed. Their 90 thousand square meter project is called Marbella Design Hills. The 92 large apartments (from 280 to 900 square meters, starting from 4 million euros) up to five bedrooms, will be ready for the end of 2026, and furnished with Dolce & Gabbana Casa. Wardrobe and bathrooms overlooking the sea, terraces on the roof with swimming pools, home automation, gyms, meditation areas, golf simulators and even a soccer field in artificial grass. In addition, access to a private club with cinema, bars, Wine & Cigar Room and Kids Club and even an area for camping.
Dolce & Gabbana skyscraper detail under construction in Miami.
Also in Marbella, on the hills of Nueva Andalucía, eight villas with Interior Design Versace Home will risefive -star service and market value on 10 million euros each. They will have large private gardens, personal wellness centers, more swimming pools for each property and a security guaranteed by the AI.
“In great revaluation the mountain” assures Marconi Fornari. «In the eastern world, new millionaires like it, and the prices go up. I think about Fendi Private Residences, the Swiss villas of Crans Montanaunder construction on the ashes of the historic Alpina & Savoy hotel ». They will also be ready for the end of 2026: smooth stone floors and oak parquet, attention to renewable energies.
The interior of one of the Fendi villas in Crans-Montana, Switzerland.
Protected area, insured beauty
This residential development contains, according to Luca Mecca, elements on which to reflect: “On the one hand there is the desire for identification with a prestigious signature and the world that represents, on the other the desire, indeed the need to” go on the safe side “, delegating the aesthetic choices to someone whose taste no one can doubt. Those who are good at making money may not have the same security in other fields. Steve Jobs has also chosen to present himself with the black turtleneck on the advice of a consultant, despite the fact that California is a rather hot place …
There is also another aspect: These closed and self -sufficient residential worlds express their intention to estrange themselves, to live in a protected area From all types of curiosity and interference. Still then, if the residences work like a club: you frequent each other and maybe you do business. Also in this case it is a good investment not to mention that for ultra -weak that branded is not the first home, but the fifties … ».
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