When it comes to branded residences, integration is key 

If you follow global property trends, you’ll no doubt have noticed the proliferation of branded residences. With upwards of 740 branded projects worldwide – a figure that is forecast to more than double by the end of 2031 – this segment represents big business. Dubai alone will be home to an estimated 140 such developments within six years, making it one of the most active markets on the planet. 

The meteoric rise of branded residences reflects an ever-growing appetite for luxury living. Well-executed collaborations between high-end organisations from different sectors afford residents a variety of benefits, including concierge, housekeeping and security services, not to mention access to exclusive amenities such as signature spas and restaurants. In short, these projects deliver the lifestyles that today’s premium property buyers crave. 

The problem is that not all branded residences are created equal. While leading players such as DAMAC Properties have a track record of partnering with brands that add genuine value for customers, a small number of less scrupulous developers seem to expect buyers to pay extra because they’ve added a famous logo to one of their buildings. 

So, how can consumers tell the difference between world-class collaborations and shameless cash grabs? In my opinion, the answer is simple. It’s all about integration. 

Building a lifestyle  

While an emotional connection to a brand may spark initial interest in a project, a name alone is not a good enough reason to expect customers to invest in your product. Modern buyers are looking for homes that complement and enhance their existing lifestyles, and this only happens when brand partners are truly aligned. 

Combining Roberto Cavalli’s impeccably curated interior styling with uninterrupted views of Dubai, DAMAC Properties’ Cavalli Tower is a prime example of seamless brand integration. This project incorporates unique features such as a zen space, striking indoor and outdoor water features, a signature restaurant and its own beach pool to deliver genuine luxury living. Opulence is woven into the building’s DNA, elevating collaboration beyond mere association. 

Put simply, the best developments blend brands’ cultures, values and aesthetics within every aspect of the living experience, meaning that their architecture and interior designs speak the same language. Nothing should feel forced or out of place. 

Creating harmony 

World-class branded developments also fit perfectly with their surroundings, forming a symbiotic relationship between human creativity and nature. Heritage, culture and landscape must all align for a collaboration to succeed on this level. For example, a residence designed specifically for the UAE could not be copied and pasted to an equivalent plot in the US, nor should it. 

Fortunately, Dubai’s blend of glittering skyscrapers, desert panoramas and waterfront vistas provides developers and brands with a unique canvas for collaborative projects. Canal Heights DAMAC by de GRISOGONO, for instance, interprets its waterfront location and Dubai’s rich pearl-diving heritage through the lens of a world-famous jewellery house, creating an exclusive luxury living experience. From pearlescent interiors and interactive fountains to an underwater pearl museum, this development immerses residents in our Emirate’s culture, creating a distinct sense of place and belonging. 

Branded residences that speak to buyers on this fundamental level will stand the test of time. 

Backing winners 

The strongest collaborations create a win-win-win scenario, benefitting developers, brands and customers alike. Research shows that buyers are willing to pay a premium for branded residences, with price points up to 30% higher than comparable non-branded inventory. Branded projects also tend to sell out faster, with the prospect of exclusive benefits and attractive rental returns proving a winning combination. 

While the integration of product, lifestyle, project and location is undoubtedly important, I believe that the primary key to success is integration between developer and brand. Last month, for instance, DAMAC Properties became Chelsea Football Club’s Official Property Development Partner. In addition to seeing our corporate logo proudly displayed on the front of The Blues’ iconic shirt, this landmark collaboration will involve the development of Chelsea Residences by DAMAC, a first-of-its-kind football-themed branded residence located in Dubai. 

Of course, this collaboration didn’t materialise by chance. It required countless hours of research and planning to harness the synergies between our brands and unlock the benefits that we can deliver to fans and property buyers. By ensuring compatibility and seamless integration, DAMAC Properties and Chelsea F.C. have become more than the sum of their parts. 

Ultimately, demand for branded residences in Dubai and beyond looks set to rise even further. And while leading developers will continue to go to great lengths to forge partnerships that deliver tangible benefits for consumers, a small minority will look to cash in on this trend through surface-level tie-ins. 

So, if you are considering purchasing property in a branded development, my advice is to do your homework and evaluate how much thought has gone into the collaboration in question. 

Remember, integration beats assimilation every single time. 

For those who aren’t familiar with the technology, digital twins are virtual 3D replicas of properties, systems or processes, which can be continuously updated using real-time data. According to Fortune Business Insights, the global market for digital twins looks set to grow from $24.48 billion in 2025 to $259.32 billion by 2032, representing a staggering compound annual growth rate (CAGR) in excess of 40% over the next seven years. 

As Managing Director of Operations, Finance and Hospitality at DAMAC Properties, I set about driving our organisation’s adoption of digital twin technology at the beginning of the COVID-19 pandemic. In the years since, these models have significantly enhanced our sales process, allowing our team to showcase master communities in the metaverse. Consequently, we have seen associated transactions grow from $24 million at launch to more than $400 million in 2024. 

So, this month, I’ve decided to explain why I believe digital twin technology represents the future of real estate sales… 

Anticipating the needs of end users 

Historically, real estate development relied on blueprints and physical prototypes. In recent decades, processes such as building information modelling (BIM) have made the design and planning stages of property development far more efficient and collaborative. Digital twins represent the natural next step in this evolution. By offering continuously updated virtual environments that accurately depict physical assets and their related systems, these models allow designers and developers to plan and test every last detail of a project before a single brick has been laid. 

Before and during the construction phase, digital twins can be used to analyse design elements such as daylight, air quality, thermal comfort, energy use and layout, making it easier to evaluate the future performance of planned assets while ensuring the wellbeing of residents in the process. Large-scale projects such as the Virtual Singapore platform and London Heathrow Terminal 5 have already demonstrated the value of this innovation. 

Forward-thinking developers like DAMAC Properties have been harnessing the advantages of digital twin technology for many years, setting a new gold standard for residential projects in Dubai and beyond. However, I expect that broader market adoption will continue to grow as associated costs fall. 

Establishing a property’s eco-credentials 

Digital twins can also contribute to more efficient property development processes and the creation of sustainable building stock. They enable engineers to comprehensively model and optimise energy consumption, water usage, and heating, ventilation and air-conditioning (HVAC) systems, unlocking opportunities to reduce waste, lower operational costs and help preserve vital resources. 

In addition, the integration of real-time data inputs and diagnostics allows stakeholders to make more environmentally friendly, cost-effective and proactive choices. Digital twins not only deliver benefits during the construction phase, but they also have the potential to enhance operations throughout a built asset’s lifecycle. 

Improved sustainability is not just good for our planet. The gains delivered by digital twins can also boost developers’ bottom lines. This is especially true in the UAE, where as many as 70% of investors are willing to pay a premium for greener properties. 

Delivering benefits for all stakeholders 

Digital twins are fast becoming an indispensable sales and marketing tool for real estate developers and their partners. Firstly, they are helping to cut operational costs associated with physical staging. Secondly, buyers are 95% more likely to call about a property if there’s an option to take a virtual tour, according to data from Matterport. 

Homebuyers can now embark on detailed and immersive virtual tours from any location. It doesn’t even matter whether the property in question is off-plan or complete – this technology offers prospective customers the freedom to explore spaces at their own pace, wherever they may be. At the same time, sales advisors can guide off-plan buyers through customisation options, enabling them to experiment with different finishes, fittings, fixtures and layouts in a virtual environment. Not only does this enable customers to explore a property’s full potential at the outset, but it also reduces the need for costly and inconvenient refits or renovations further down the line. 

In my opinion, the implementation of digital twins is playing a critical role in creating a more efficient, sustainable and customer-centric property sector. By streamlining sales processes and elevating the customer experience, this technology offers buyers the opportunity to craft their dream homes while empowering forward-thinking developers to deliver sustainable world-class communities. 

Five years ago, very few real estate professionals fully grasped the revenue-generating potential of digital twins. DAMAC Properties’ track record during this period is a testament to the power of virtual models, and I have no doubt that this technology will continue to facilitate sales for many years to come.