We have stepped into 2023. The press noted a record purchase in Barcelona: a 650 square meter duplex penthouse on the 20th floor at the corner of Paseo de Gràcia and Avenida Diagonal. It was not traditional housing but branded housing, a newly coined term aimed at attracting international buyers.
Branded residences are marketed with the design and service standards of major hotel chains, often luxury labels like Four Seasons or Six Senses. Fashion names such as Karl Lagerfeld and Dolce & Gabbana have participated in creating luxury villas in Marbella. The Barcelona apartment, sold for 61,000 euros per square meter, stands as a national record and showcases how branded residences bundle the mark of a large North American hotel group, such as Mandarin Oriental, with access to hotel services and wellness areas. Residents enjoy spacious lounges, private meeting rooms, relaxation zones, a swimming pool, and a panoramic roof garden, all coordinated by a team of around 20 Mandarin employees.
an existing phenomenon.
The idea of owning an apartment and handing over management to a hotel chain is not new in Spain. It is part of an investment model where living space can be leased or managed by a hotel operator. For instance, Spanish chain Meliá owns an apartment complex in central Madrid managed by private investors.
Yet branded residences target high‑end buyers. The luxury residential segment, including ultra-luxury and branded products, is growing in the Spanish market. Prime locations and standout projects are essential; serviced apartments deliver homes with abundant amenities and rooms, while branded residences affiliated with major brands add value. The plan is to innovate in the housing market by offering luxury homes with innovative common areas and hotel services included in a pay‑as‑you‑go rate, according to CBRE’s Branded & Luxury team.
One of the earliest projects to embrace these features in Spain was at the Canalejas Center in Madrid. The project combines a luxury commercial gallery with 22 private residences sharing a Four Seasons brand, designed by the Luis Bustamante decoration and interior design studio.
Brand houses on the beach
Beyond Madrid and Barcelona, expansion areas include the Balearic Islands and the Costa del Sol. Marbella is a hub of activity where the fashion studio is building five Karl Lagerfeld villas priced around 15 million euros. A separate project by the Dolce & Gabbana brand will feature 60 chalets plus a shopping and dining complex in the same area. In this province’s Málaga city, two more developments are underway: W Marbella, with 40 apartments adjacent to a luxury hotel of the same name, and Four Seasons Marbella, located in the old town with the services of a larger hotel complex that began the brand’s hotel presence there.
Inside Ibiza, branded residences are also taking shape. When construction ends, Six Senses and Four Seasons will operate two branded residence complexes that will complement their luxury hotels on the island.
Who buys branded homes?
CBRE notes that these products are aimed at an international audience, particularly Europeans and Latin Americans who view Spain as an attractive market. Luxury housing buyers are less price sensitive than traditional buyers, preferring to pay a premium to align with a brand and the perceived quality associated with it. In a European and international context, Spain stands out for its appeal, competitiveness, and distinctiveness compared with cities such as Paris, London, or Milan. The blend of diverse cultural and entertainment options and superb gastronomy helps propel this segment. Brand‑linked products and hotel services attract buyers who previously looked to markets like Dubai, Miami, New York, or London for branded living, CBRE concludes.