The luxury real estate market continues to demonstrate remarkable resilience worldwide, despite armed conflicts, currency fluctuations, and political uncertainty. According to Intel Market Research, the global luxury real estate segment is projected to reach approximately $1.3 trillion by 2032. This figure exceeds the annual economic output of countries such as Switzerland, Poland, and Belgium.

One of the key factors behind the segment’s success is the differentiation strategy adopted by developers who associate their residential projects with the world of luxury: branded residences.

The concept centers on creative partnerships with prestigious luxury maisons across industries such as fashion, hospitality, automotive, gastronomy, and design. The objective is to translate a brand’s distinctive lifestyle and identity into a residential experience, elevating the art of living through architecture, exclusive amenities, interior design, and thoughtfully curated services.

According to British real estate consultancy Knight Frank, there are currently 903 branded residential developments worldwide, a figure expected to exceed 1,800 by 2031. The consultancy also ranks Brazil as the fifth-largest market for branded residences, behind the United States, the United Arab Emirates, Mexico, and Vietnam. São Paulo, meanwhile, ranks fourth among cities worldwide in terms of the number of branded residential projects.

What drives demand for these developments is their ability to deliver an exceptional living experience for homeowners while offering investors the confidence of acquiring a high-quality property with strong appreciation potential and attractive returns.

In Brazil’s real estate market, there is a widely held view that branded residences command a premium of approximately 30% over comparable properties in the same location.

In an increasingly competitive market, design plays a fundamental role in distinguishing and elevating residential developments. Ornare’s trajectory in this segment is a compelling example of the effectiveness of this strategy.

A marca de mobiliário de luxo sob medida estreou no real estate em 2022, com o lançamento do condomínio Autoria by Ornare, em parceria com a O.M Incorporações, em Goiânia (GO). O projeto estabelecia vestir todas as áreas comuns do condomínio com os móveis assinados, bem como 50% dos 140 apartamentos previstos no edifício. As unidades mobiliadas foram todas vendidas em semanas.

The Brazilian bespoke luxury furniture brand entered the real estate sector in 2022 with the launch of Autoria by Ornare, a residential development created in partnership with O.M Incorporações in Goiânia, Goiás.

The project envisioned furnishing all shared spaces with Ornare’s signature collections, as well as 50% of the building’s 140 residential units. Every fully furnished residence sold within weeks of the launch.

Three years later, Ornare expanded its presence in the sector with ORO Ilha Pura by Ornare, located in Barra da Tijuca, in the southwestern area of Rio de Janeiro.

The development comprises six luxury residential towers within the Ilha Pura complex. Ornare’s signature design extends throughout the common areas and into the residences, including the kitchens, outdoor gourmet spaces, and primary suite bathrooms.

As a result of the partnership, the development’s price per square meter is approximately 25% higher than that of neighboring properties.

This year, Ornare made its debut in São Paulo’s residential real estate market with Next Itaim by Ornare, a development featuring interiors and residences designed with the brand’s signature aesthetic.

According to developer Next Realty, all units in the building, conceived primarily as an income-generating investment property, sold within weeks.

A second development in São Paulo has already been confirmed, with its launch expected by December.

These results reinforce the success of the branded residences concept: exceptional properties designed for sophisticated living and, perhaps even more compellingly, attractive opportunities for investment.