Branded Residences. Inhabiting the brand

The paradigm of luxury real estate: brand, hospitality and investment

von Juan Carlos Navarro

336 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

Luxury is no longer owned: it is inhabited.Branded residences -homes that carry the signature of a luxury brand or a distinguished architect- are the fastest-growing segment of luxury real estate and the fullest expression of a profound cultural shift: the moment the brand stops being something worn and becomes something lived in.This book offers the first rigorous intellectual framework for understanding that phenomenon. Against the language of the sales brochure, Juan Carlos Navarro builds a lens of his own, articulated around two ideas that structure the entire work: The three-pillar model -brand, hospitality operator and setting- that sustains every project and explains why some flourish while others dilute the very prestige they promised.The great bifurcation between an aspirational luxury that displays the logo and a discreet luxury that conceals it beneath the signature of an architect, art and wellbeing. Two product models, two buyer profiles, two brand logics.Across twelve chapters, the book traces the origin and scale of the market, the anatomy of the model and its fragility, the profiles of the buyer and the investor, the geographies of branded residential luxury -the Middle East, Asia-Pacific, the Americas, Europe- and the risks and future scenarios of the segment.A work written for the brand executive, the developer, the hospitality operator and the investor, but also for the discerning reader who wishes to understand where residential luxury is heading in the decades to come.This is not a book about what the market is today. It is a book about what it means, about the forces reshaping it, and about where it is headed.Juan Carlos Navarro is founder and CEO of MarketinLife, a consultancy specialising in the luxury sector, and founder of the Johan Naaf Institute, a think tank devoted to forecasting the global luxury market. He is the author of Quiet Luxury: An Engine of Prosperity.

• Reihe: Independently published
• ISBN: 9798171721114
• Sprache: Englisch
• Erscheinungsdatum: 10.09.2026
• Größe: 229 x 152 mm
• Verlag: Independently published