What do you think when supermodel Cindy Crawford and her husband have just spent millions of dollars for a luxury penthouse in the 9-storey Ritz-Carlton Residences complex in the US city of Miami?
Do you think the super-rich want to own a luxury house just to match their status in society and enjoy a quality and comfortable life?
What makes a big difference between a luxury apartment and an ordinary real estate product line, so that this particular real estate segment becomes a "hot commodity" right from its inception a century ago? , and continues to become the dominant trend in the regional and world real estate market?
GLOBAL GUARANTEE BRAND VALUE THROUGH DECIDES
If the lavish and liberal beauty of the master designer can conquer all the most demanding tastes at first sight, then the solid value of a brand that has existed and grown over many years. decades, even centuries, is what anchors the giants, making the super-rich determined to hunt for these expensive apartments. Ritz-Carlton's two resort apartment towers in Honolulu Hawaii are the success story of brand equity in the real estate market. Although not having the advantage of being close to the beach like other luxury apartments on this famous tourist island, the Ritz-Carlton's 556 resort apartments are still quickly bought by the super-rich, because of their belief in price. Marriott's solid brand value, the leading giant in the industry holds up to 21% of super luxury projects worldwide. Another case, Khun by YOO apartment complex in the heart of Bangkok for up to 5 million USD, was traded by bustling giants under the guarantee of YOO inspired by Starck, a familiar real estate brand in Vietnam. throughout Europe, Latin America and Asia Pacific markets. Because, accompanying the brand value is not only a globally famous name, but also a sure guarantee of the quality of construction, the value of each luxurious piece of furniture, especially, The legal and investment benefits are always transparent and on the side of the apartment owner. Because of that, many giants are willing to pay down to buy apartments abroad without even having to survey or see the house, just hearing the brand name is enough.
SUSTAINABLE INVESTMENT VALUE over time
Along with cars, apartments are often classified as "liabilities", because of the deterioration and devaluation of these special assets after a period of use. However, branded luxury real estate is a special exception, with decades of evidence showing that this product line has a sustainable growth in investment value over time. Only in Manhattan, New York, market survey data have shown that the high-end real estate stream here is always more resilient, "resilience" in times of market volatility, as well as recovering quickly. after the financial recession. Despite experiencing four major recessions in the past three decades, real estate prices in this subdivision have remained at their old levels or recovered quickly.
High-class construction quality, strictly and closely managed, along with regular careful maintenance, meticulous attention to detail are also one of the factors that help the brand real estate line maintain its reputation. get expensive value after a long time. Some brands even carry out overhauls, changing the appearance and interior of each apartment, helping to increase the value of the apartment significantly after a long time of being put into use. The apartment complex at the Four Seasons resort, Costa Rica, is one such case. After 13 years of operation, the series of apartments were renovated in 2017 and once again became the most attractive shopping basket in the area, with the highest rental income compared to all other projects. back of the Four Seasons.
Recently, according to Business Insider, an apartment occupying the entire 18th floor of the Sherry-Netherland hotel in New York City, USA has just been for sale for $ 95 million. This apartment has an area of about 650 m2, has 7 bedrooms and 8 bathrooms. The exclusive advantage of location is also the reason why the value of this special type of real estate always grows over time. With the rapid development of the high-end real estate segment, especially the brand real estate line with a growth rate of 170% over the past decade, prime locations with beautiful views, close to The center, surrounded by a series of existing utilities… is becoming increasingly scarce, and the luxury apartments in the most beautiful locations in the area are like diamonds, the more they age, the more brilliant and expensive they are. with a unique position.
VALUE OF EXCLUSIVE SERVICES PERSONALIZED TO DETAILS
Luxury hunters, whether it's a rare Hermés Birkin handbag or a Patek Philippe watch crafted in pure gold, not only enjoy the pride of collecting a precious piece. prices, but also have the pleasure of experiencing privileged values when shopping, from a lavishly designed private shopping space to exclusive VIP services.
With the brand real estate line, customers can also experience privileged services, even with a unique personalization feature down to every detail, to satisfy the most demanding requirements of the upper class. In addition to 5-star services that are fully applied from the prototypes of famous hotel brands, each brand real estate also pampers customers with separate services depending on their preferences, The needs of each owner, from high-class spa treatments at home, luxurious bed-to-bed meals, a splendid, private and discreet banquet hall for the family's close friends, to the ability to organize big events in a classy and professional way right in the apartment area. Daily services that seem simple and ordinary such as butler service, grocery shopping for homeowners, babysitting or pet care, laundry, etc. have also been upgraded to VIP level, for example. such as the feature of choosing fruits, organic foods, making menus according to the taste and health status of each person in the family; 24/7 babysitting service with professional, dedicated and attentive staff. Or with pet care services, the beauty and hair trimming feature for dogs and cats is raised to the level of art, making customers completely satisfied when receiving their pets back after a period of absence.
OUR VALUES Glorified
Owning a luxury apartment with a famous brand is not only fully owning the solid values that that famous brand brings. For the super-rich, investing and owning a branded apartment is also an important step to affirm the individual's brand with friends and partners. If VIP business clubs always require strict criteria to admit members, then with a high-class apartment with a prestigious brand, the owner automatically creates a membership card in the world. elite, leading elite in the region.
Coco Chanel's legendary apartment
In addition to affirming their status and honoring their own brand values, owners of luxury brand apartments also find a neighboring community of giants with the same interests and business fields, from which to develop. develop many new business opportunities inside and outside the world. The Edition Apartments in the heart of Hollywood is an example, with most of the customers being media and film elites, including top Hollywood film producers, directors and actors. And so, when investing in an apartment in a particular area like Edition West Hollywood, the owner not only adds to his collection a list of rare properties, affirming his status and brand. own, but also create more new investment opportunities with partners who are both neighbors and core members of an elite club, where intangible values such as class and personal image will enrich their tangible values, helping their assets to grow and grow.
VALUE FROM THE DESIGN quintessence of legendary names: JOHN PAWSON, KATE MOSS, JADE JAGGERS
While a designer handbag is loved for its edgy form, premium leather materials and master craftsmanship by artisans, a luxury real estate product conquers a rigorous aesthetic. slot of the super-rich right from the splendid beauty, overwhelmed but sophisticated by the top design style of world-famous architects. Marriott's Edition West Hollywood series of apartments are a prime example, with more than 80% of the units sold out within a few months of being on sale - at a price that's not "comfortable": more than $32,000/m2 (approx. 750 million/m2). Designed by master architect John Pawson, each Edition apartment is a space in perfect harmony with nature right in the heart of prosperous Hollywood, creating a sense of seamless, unlimited space for every space, helping the view The eyes capture the full beauty of the Los Angeles sky from any corner of the apartment.
The Edition apartment living room is seamless with a balcony, blending perfectly into the Los Angeles sunset. John Pawson's minimalist design breaks all boundaries of space, bringing the whole Hollywood sky to the doorstep.