Contemporary living is no longer simply about occupying space. Today, the home stands as a cultural and architectural statement—one that reflects lifestyle, personality, and a vision for the future. Within this context, the luxury real estate market finds in branded residences a way to elevate residential experience: developments endorsed by iconic brands, where sophistication is present in every architectural gesture and every design detail.

More than a property, it is an experience. When the symbolic power of a luxury label meets refined architecture, it creates a narrative that transcends traditional luxury, appealing to a public that values authenticity, personalization, and true exclusivity.

Autoria By Ornare, Goiânia, Brazil | Photo Credit: O.M. Incorporadora

In Brazil, this movement takes shape in projects such as Autoria By Ornare in Goiânia—a collaboration between Ornare and O.M. Incorporadora designed to harmonize common areas and private units through references to international design. Sustainability is not merely a feature, but an integrated value: Autoria is the first development in the country to achieve LEED ND certification from the Green Building Council Brasil, recognizing energy efficiency, smart mobility, and urban integration.

ORO Ilha Pura by Ornare, Rio de Janeiro, Brazil | Photo Credit: Ilha Pura

ORO Ilha Pura by Ornare—a partnership between Ornare, Ilha Pura, and BTG Pactual—marks a new chapter for Rio de Janeiro as the city’s first residential development fully branded by an international furniture house across all units and shared spaces. With residences ranging from 171 to 227 sq m and penthouses reaching 461 sq m, ORO Ilha Pura By Ornare highlights comfort, spaciousness, and customization as essential pillars of contemporary luxury living. The project also brings together renowned talents, including Celso Rayol of Cité Arquitetura for the common areas, with show units designed by Rodrigo Jorge and Maurício Nóbrega.

Next By Ornare, São Paulo, Brazil | Photo Credit: Next Realty

The recently announced Next By Ornare in São Paulo will feature 83 units ranging from 20 to 80 sq m, with delivery set for 2027. Since the partnership between Ornare and Next Realty was presented to the market, the project has achieved a 31.8% appreciation—reinforcing high-end design as a competitive differential and a strategic asset in real estate valuation.

Fendi Château Residences and Residences by Armani/Casa, Miami, USA | Photo Credit: Press Image

Globally, the convergence of fashion, design, and architecture can be seen in landmarks such as Residences by Armani/Casa in Sunny Isles Beach, Miami—an oceanfront, 56-story glass tower designed by César Pelli, with interiors by Giorgio Armani that merge architectural innovation and fashion aesthetics. Brands including Versace and Fendi have also expanded their footprint across major urban capitals, shaping a new language for luxury living.

ORO Ilha Pura by Ornare, Barra da Tijuca, Brazil | Photo Credit: Tiago Morena

Customization stands at the core of this evolution. “People today want to live in spaces that tell their story—spaces that reflect their lifestyle and values through exclusive elements,” notes Esther Schattan, co-founder of Ornare. In the luxury segment, the new way of living is therefore not defined by the address alone, but by the experience of inhabiting it—a journey rooted in well-being, exclusivity, and authenticity, in homes that mirror identity and aspiration.