Industry News & Insights

These 15 branded residence launches of 2025 highlight how branding continues to reshape luxury living across the region.

Brand identity today extends far beyond marketing. It shapes perception, builds confidence, and subtly influences buying decisions. In real estate, this evolution has made branding a powerful driver of demand, particularly in the luxury segment, where lifestyle, prestige, and trust are paramount.

Across the GCC, this shift has accelerated the rise of branded residences, as developers collaborate with globally recognised names from fashion, automotive, hospitality, and lifestyle sectors. The result is a new generation of high-end homes that deliver more than prime locations and refined design, offering curated living experiences aligned with established global brands.

Below are 15 of the most notable branded residence launches of 2025, showcasing how branding continues to redefine luxury living across the region. This list is not ranked.

Set within Wadi Safar near Diriyah’s UNESCO World Heritage Site, Amansamar is a forthcoming Aman resort and branded residential offering located within Riyadh. Rising from a dramatic desert escarpment, the development draws inspiration from the area’s cultural and historical significance. Residents will enjoy access to Aman’s signature lifestyle, world-class amenities, and a naturally immersive setting as part of the wider Wadi Safar masterplan.

Developed through a partnership between Giorgio Armani, RAK Properties, and SIE Group, Armani Beach Residences Ras Al Khaimah introduces the world’s first Armani-branded villas. Located within a secluded bay on Raha Island in Mina, the development offers a limited collection of beachfront villas and luxury apartments designed to blend seamlessly with the surrounding natural environment.

Launched in collaboration with Diriyah Company, The Chedi Residences Wadi Safar comprises 20 branded villas integrated into the cliffs of the Wadi Safar masterplan. Designed by Bjarke Ingels Group, the four- and five-bedroom villas reflect Chedi’s philosophy of understated elegance and cultural authenticity, offering privacy, natural harmony, and views across the Greg Norman Signature Golf Course.

DAMAC’s partnership with Chelsea Football Club brings the first football-themed branded residences to the region. Located in Dubai Maritime City, the development consists of six towers with more than 1,400 sea-facing units and Chelsea-inspired amenities. Positioned on one of the last premium waterfront plots in the area, the project represents a unique crossover between sport and luxury real estate.

ELLE makes its Middle East residential debut with ELLE Residences Dubai Islands. Developed by ANAX Developments under a licensing agreement with Lagardère News, the project brings the brand’s Parisian-inspired lifestyle into the UAE’s luxury housing market through a high-end, design-led residential offering.

As the first phase of Ardee’s 5.6 million square foot masterplan, Fairmont Residences Al Marjan Island sets the tone for the destination’s lifestyle vision. The development includes 519 branded residences and townhouses, four signature sea villas, and a 250-key Fairmont hotel. Completion is scheduled for 2028.

Four Seasons, in partnership with ALAIN, is introducing a standalone beachfront residential community on Saadiyat Island. Scheduled to welcome residents in 2029, the gated development will feature ultra-luxury villas, beach mansions, suites, and penthouses, all designed around privacy, exclusivity, and resort-style living.

Mantra Properties’ collaboration with Jacob & Co has delivered one of the fastest-selling projects on Al Marjan Island. The ultra-luxury branded development achieved over AED 300 million in sales within 12 hours of launch, highlighting strong investor appetite for high-end branded living in the UAE.

Located opposite Wynn Al Marjan Island, Janu Al Marjan Island is scheduled to open in late 2028 and will be operated by Aman Group. The resort will include 132 rooms, extensive wellness facilities, dining venues, nightlife spaces, and family-focused amenities. Adjacent to the hotel, a residential tower will offer Janu-branded residences ranging from one- to five-bedroom units, along with a limited number of standalone villas.

Developed by NABNI Developments in partnership with Hilton, Waldorf Astoria Residences Dubai Business Bay comprises 146 luxury units within a 65-storey tower. Designed by Carlos Ott with interiors by Hirsch Bedner Associates, the project is scheduled for handover in Q4 2029 and marks Waldorf Astoria’s first standalone residential development outside the United States.

Nord Lifestyle Development, under Goldfield Holding, has launched HENGE Residences in collaboration with the Italian design house HENGE. Valued at AED 500 million, the project marks HENGE’s entry into the UAE real estate market, blending artisanal craftsmanship, sustainability, and refined living within Saadiyat’s Marina District.

Palazzo Tissoli is a flagship AED 1.2 billion residential project designed and branded by Pininfarina. Located on Al Marjan Island, the development represents Pininfarina’s first architectural venture in Ras Al Khaimah, combining Italian design heritage with contemporary Gulf living.

Gulf Land Property Developers have partnered with Tonino Lamborghini Group to develop a luxury residential community in Meydan, Dubai. The project comprises four buildings with a combined gross floor area of 750,000 square feet, offering one- to four-bedroom apartments featuring premium materials, bespoke interiors, and high-end finishes.

Dar Global and The Trump Organisation have launched Trump International Hotel & Tower Dubai, marking the brand’s first hotel and residential tower in the Middle East. Located on Sheikh Zayed Road at the gateway to Downtown Dubai, the project offers views of Burj Khalifa and the sea and represents the fifth collaboration between the two entities.

Wynn Resorts and its partners are advancing plans for a second integrated resort on Al Marjan Island. The project spans nearly 1.5 million square feet across multiple development sites and complements the flagship Wynn resort currently under construction. Should gaming facilities be included, Wynn or its affiliates would hold exclusive operating rights.