Branded Residences in Spain: A Rising Trend

Spain may have slower to join the trend – its first branded residence opened in 2017 in Tenerife – but it will soon be catching up, with a plethora of projects on the horizon and, according to Idealista, potential for over 300% growth in the coming years. Marbella is Spain’s branded residence hotspot, with brands ranging from Karl Lagerfield to Missoni to St Regis amongst the 12 projects in the pipeline (Idealista).

It appears that both hospitality and non-hospitality brands are establishing themselves in the market, however traditional hotel brands continue to dominate the sector worldwide, accounting for 80% worldwide (Costar). In additional to recent additions to their portfolios from Accor, Mandarin Oriental, Lamborghini, Missoni and others, some brands are choosing Spain to make a statement - Dolce & Gabbana’s project in Marbella is their first residential complex in Europe, whilst the nearby St Regis is similarly presenting its first standalone project in Spain.

To understand what the driving force behind the branded residence movement in Spain is, and what is attracting buyers, we can consider a range of factors such as:

Increasing wealth and disposable income of high-net-worth individuals, particularly within the North and South American markets

Strong demand for luxury properties in prime locations, as branded residences are often location in key second home markets

Brand reputation which sets not only high expectations for the initial homeowners, but also brings value to the resale

The increasing range of amenities available which are catered to the HNW audience – wellness centres, cinemas, working spaces, outdoor fire pits, spacious gyms, spas, hairdressers, and so on

The creation of a community of like-minded homeowners, people who have similar tastes in preferred brand and location, financial status, and lifestyles

The appeal of the Spanish lifestyle, where a rich history, culture, and incredible scenery will continue to attract international buyers

St Regis Casares The Residences, Marbella

The first branded St Regis project in Spain, this development of 46 high quality homes featuring 2 to 4 bedrooms - many with private pools - is set into one of the rolling mountains within the legendary Finca Cortesin in Marbella.

It’s considered one of the best plots in the area, the sea and golf views from every unit, not to mention complete privacy, set within the exclusive grounds of this spectacular resort. Homeowners and their guests will be able to enjoy a range of amenities, from a cinema, wellness centre with ice plunges and massage rooms, to an 86sqm gym and outdoor pool with terrace.

SLS Infantas, Madrid

Centrally located within Madrid, the homeowners in the SLS Infantas will look forward to five-star living in an iconic setting. The 33 homes in this corner building feature a classic façade, blending traditional features with modern fittings in the apartments ranging from 1 to 3 bedrooms.

The project will also offer homeowners an excellent choice of amenities, from a restaurant on the ground floor, to a fitness studio, indoor and outdoor pools, and fire pit to watch Madrid’s sunsets.

Mandarin Oriental, Barcelona

This 20-story building designed by Carlos Ferrater is Mandarin Oriental’s first standalone residence and features sweeping views over the city, mountain, and sea.

It is more than half way sold, having attracted international investors to its prime location and reputation of the finest services, which include a 24/7 concierge service and security, private butler, personal shopper, spa treatments, childcare, gardener, catering, housekeeping, maintenance and chauffeur, and carefully curated amenities such as a rooftop pool, fitness area, library, and working spaces.

Overall, Spain’s growth in branded residences reflects what is happening on a global scale. With a proven model, high interest from investors and developers who understand and appreciate the value that a brand can bring to a development, we expect to see a pipeline for 2025 and beyond.