Real estate agents say that these choices can also help unlock the potential of a property when buyers lack the vision to see it—and ultimately help seal the deal. “I was the seller agent of an apartment on the Upper East Side that needed a lot of work,” shares Robert Pini, a New York City real estate agent at Compass Real Estate. “I had it staged and selected beige for the walls. The space seemed lighter, and it went into contract within 20 days.”
Welcome to My Mercedes-Benz Penthouse: The Rise of Branded Properties
Buyers are looking for recognizable name-brand endorsement when shopping for luxury properties. According to Sotheby’s 2026 International Realty Luxury Outlook Report, interest in branded residences is growing both in the US and globally. Nowhere is this more visible than Miami, which ranks second globally in branded residences, trailing only Dubai. 888 Brickell by Dolce & Gabbana in Miami is only the latest fashion-branded property under construction, soon to join residences branded by Missoni, Fendi, and Armani/Casa. Luxury automotive brands including Porsche, Mercedes-Benz, and Aston Martin have also entered the residential market. “The branded property is here to stay,” says Cassidy. “In Miami, you won’t find a new luxury development that isn’t designed by a fashion brand, hotel chain, or starchitect.”
The trend has spread well beyond South Florida to New York, Los Angeles, Aspen, and the Hamptons. Along Manhattan’s High Line, projects by Bjarke Ingels Group, Thomas Heatherwick, and Zaha Hadid sit near developments from SOM, Foster + Partners, and Jean Nouvel. Interiors receive equal attention: Jean-Louis Deniot designed the Waldorf Astoria Residences interiors, while Robert A.M. Stern’s The Bellemont features interiors by Achille Salvagni.
“Luxury buyers are very savvy about architects and decorators,” says Pini. “Robert A.M. Stern, for instance, was one of those rare architects who became a brand.” In Los Angeles, where celebrity culture permeates every industry, boldface-name designers are regularly dropped in MLS listings.
The Hamptons House Gets a First Floor Master Suite—and a Wing for the Grandkids: Homeowners Embrace Aging in Place
America’s aging demographics are reshaping luxury residential priorities in ways that extend beyond accessibility features. With the 75-and-older population projected to increase 48% by 2034, affluent seniors are reconceiving their final residential chapters—not as downsizing exercises but as multi-decade, multigenerational planning. “If you look at how Americans are aging, they are choosing to stay in their homes,” says Sood. “For the ultra-luxury market, aging in place is going to be important.”