Snapshots of the ever-growing array of branded residences emerging across New York City
Life's a beach, or so they say. Going on vacation is dreamy but re-entry into “real life” can be bumpy. Branded residential projects are popping up across the world and can fuse these two worlds so everyday life feels like a vacation.
Savills Global Residential Development Consultancy’s 2024/2025 Branded Residences report cited, “Today, there are 740 completed developments with another 790 expected to be delivered by 2031.”
Dubai holds first place for the most branded residences with nearly 140 projects. After Dubai, Miami can boast the second most branded residences. Curbed went so far as to claim, “No one will even build a luxury building in the city [Miami] without a name brand attached to it.” Yet, “unlike New York, where the city itself is the brand,” luxury brands help expedite sales in Miami.
Dubai holds first place for the most branded residences with nearly 140 projects. After Dubai, Miami can boast the second most branded residences. Curbed went so far as to claim, “No one will even build a luxury building in the city [Miami] without a name brand attached to it.” Yet, “unlike New York, where the city itself is the brand,” luxury brands help expedite sales in Miami.
In this article:
Mandarin Oriental Residences Fifth Avenue, 685 Fifth Avenue
Midtown East
The Ritz-Carlton Residences, New York, NoMad, 25 West 28th Street
Chelsea
The Giorgio Armani Residences, 760 Madison Avenue
Park/Fifth Ave. to 79th St.
Baccarat Hotel & Residences, 20 West 53rd Street
Midtown West
Waldorf Astoria Residences, 305 Park Avenue
Midtown East
With access to hotel amenities, ranging from concierge and valet services, housekeeping, and in-residence dining, to extraordinary wellness amenities and luxury common spaces, branded residences present a level of trust to the consumer.
Endorsed by the quality of the brand — whether it be a hospitality brand like Four Seasons, Ritz Carlton, or Aman, to luxury retail brands like Giorgio Armani, Louis Vuitton, or Barney’s, or car companies, like Porsche, Bentley, and Aston Martin — luxury is about service.
Endorsed by the quality of the brand — whether it be a hospitality brand like Four Seasons, Ritz Carlton, or Aman, to luxury retail brands like Giorgio Armani, Louis Vuitton, or Barney’s, or car companies, like Porsche, Bentley, and Aston Martin — luxury is about service.
Manhattan, currently ranked third in Savills' report and dominated by hospitality-driven branded developments, is now witnessing an increasing presence of fashion labels stepping up their game in the residential branding market.
So far, the newly-finished Mandarin Oriental Residences on Fifth Avenue offers the most immersive experience of all the branded residences, down to their hotel robes pre-hung in the bathroom. These five-star hotel residences boast “private homes offering all the legendary services of a great hotel with none of the guests.”
These turnkey, luxurious "pied-dans-rêve" (not sure their play on "pied-à-terre" works, but hey, I'll take it if it means living the dream) leave no detail overlooked. With "Mandarin Oriental Services," residents enjoy in-residence dining by Michelin-starred Chef Daniel Boulud, a rooftop pool, housekeeping, turndown service, hand-delivered mail and packages, courier service, personal chef, sommelier, bartender, private butler, floral arrangements, personal shopping by Saks Fifth Avenue, child and pet care, in-residence spa treatments, personal training, laundry, dry-cleaning, and more.
" It is truly a new way of living." – Michael Shvo, Chairman & CEO of SHVO
Mandarin Oriental Residences Fifth Avenue, #12A
$5,950,000
Midtown East | Condominium | 2 Bedrooms, 2 Baths | 1,264 ft2
Mandarin Oriental Residences Fifth Avenue, #12A (Douglas Elliman Real Estate)
Michael Shvo, Chairman & CEO of SHVO, the property developer, commented, "You receive the ultimate level of service here – with Mandarin Oriental managing your residence, anything and everything you could possibly need can be taken care of for you. If you are flying into town from abroad, you can tell our general manager that you are coming, and the concierge will stock your refrigerator, put flowers into your residence, and go buy toys for your kids to be in hand upon arrival. This is not something you would typically get anywhere else – it is truly a new way of living."
The Mandarin Oriental Fifth Avenue website boldly states, “There is, quite literally, no detail we haven’t considered on your behalf.” The cost of this slice of heaven? Homes are priced from $1.85M to $15M. Not looking to buy? You can rent a studio for $12,000/month.
While the Mandarin Oriental holds the crown in branded residences, the Four Seasons boasts the largest portfolio, set to reach 60 branded residences by the end of 2025 and aiming for 90 by 2030. As the pioneer in this space — launching its first in Boston — the Four Seasons also celebrates a legacy of innovation. James Price, Vice President of Residential at Four Seasons, proudly notes, “Next year will mark 40 years of Four Seasons Private Residences, a tremendous history of leadership in this space of which we are very proud.”
The Four Seasons Private Residences at 30 Park Place merge the timeless elegance of Robert A.M. Stern Architects with Four Seasons' world-class services. These turnkey homes feature amenities such as a fitness center, yoga studio, conservatory, private dining room, children's playroom, and lounge with access to loggias. Residents also enjoy a 75-foot indoor lap pool, ballroom, meeting rooms, a Four Seasons bar and lounge, and Wolfgang Puck's CUT restaurant.
The Four Seasons Private Residences, #60B
$5,999,000 (-7.7%)
Tribeca | Condominium | 3 Bedrooms, 3.5 Baths | 2,213 ft2
The Four Seasons Private Residences, #60B (Corcoran Group)
Aman Resorts offers residences worldwide, from Thailand to Turks and Caicos. Their website promises, “To own an Aman Residence is to see a destination in a new light, to discover its cultural nuances and explore its most refined experiences.” In New York, Aman’s property in the landmarked Crown Building at 730 Fifth Avenue features a private entrance on 56th Street leading to exclusive residential elevators, the hotel, spa, and private Members Club.
Aman’s amenities include a double-height sky lobby on the 14th floor with a piano bar, wrap-around garden terrace, and cigar lounge with a 7,000-square-foot terrace offering al fresco dining and sweeping views. Additional highlights include a subterranean jazz club, wine library, two restaurants (Japanese Nama and Mediterranean-inspired Arva), and the Aman Spa. Spanning 25,000 square feet, the spa boasts a 67-foot pool surrounded by daybeds, fire pits, Russian steam baths, a Hammam, hot and cold plunge pools, and an outdoor terrace. There is also a wellness lounge and juice bar, wardrobe service that includes tailoring and shoe shines, and so much more.
Aman New York Residences, #18C
$8,000,000
Midtown West | Condominium | 1 Bedroom, 2 Baths | 1,149 ft2
Aman New York Residences, #18C (Aman Property DE)
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After a corruption scandal delayed the relaunch of the Waldorf Astoria, the hotel and Waldorf Astoria Residences New York are reopening this spring with first residential move-ins this December.
Perched above the hotel, the residences include 375 private homes ranging from studios to four-bedroom apartments, with interiors by Jean-Louis Deniot. Residents gain access to the hotel’s exclusive 50,000 square feet of amenities, including a Grand Salon, Presidential Library and Bar, and an 82-foot Starlight pool.
Perched above the hotel, the residences include 375 private homes ranging from studios to four-bedroom apartments, with interiors by Jean-Louis Deniot. Residents gain access to the hotel’s exclusive 50,000 square feet of amenities, including a Grand Salon, Presidential Library and Bar, and an 82-foot Starlight pool.
Waldorf Astoria Residences, #3811
$6,150,000
Midtown East | Condominium | 2 Bedrooms, 2 Baths | 1,731 ft2
Waldorf Astoria Residences, #3811 (Douglas Elliman Real Estate)
The Ritz-Carlton Residences Nomad, designed by Rafael Viñoly, offers turnkey timeshare penthouses with “helicopter views.” Owners can stay up to 120 nights annually and have their residences expertly managed by the Ritz-Carlton when not in use. A penthouse listing notes, “The kitchen is fully outfitted with cutlery, dishes, glasses, pots, and pans. Bathrooms are designed for ultimate convenience. Not one finger needs to be lifted upon entry.” Amenities include wellness and spa services, a state-of-the-art gym, event spaces, a rooftop bar, two restaurants, Michelin-starred chef José Andrés' in-room dining, housekeeping, and concierge services.
Crowning the Giorgio Armani flagship store, The Giorgio Armani Residences on Madison Avenue comprise 10 residences across 12 floors. Giorgio Armani himself took an active hand in conceptualizing the interiors and announced plans to move in upon completion.
Interiors designed by COOKFOX Architects feature private elevator landings, outdoor spaces, formal galleries, living rooms, and dining areas. Amenities include a fitness studio, an on-site treatment room, a Zen tea room with service from Armani Ristorante, a library and lounge furnished by Armani Casa, and a landscaped terrace. The 10 residences sold out less than a year after sales quietly launched.
Interiors designed by COOKFOX Architects feature private elevator landings, outdoor spaces, formal galleries, living rooms, and dining areas. Amenities include a fitness studio, an on-site treatment room, a Zen tea room with service from Armani Ristorante, a library and lounge furnished by Armani Casa, and a landscaped terrace. The 10 residences sold out less than a year after sales quietly launched.
Baccarat Hotel & Residences (ESTO)
The Baccarat Hotel & Residences, designed by Skidmore, Owings, and Merrill with interiors by Tony Ingrao and Gilles & Boissier, offer 24/7 luxury services. Residents enjoy access to 10,000 square feet of amenities, including the Baccarat Signature Bar, outdoor terrace, North America’s first La Mer spa, a 55-foot pool, and oversized Jacuzzi.
Baccarat Hotel & Residences, #43
$16,750,000 (-16.2%)
Midtown West | Condominium | 4 Bedrooms, 4.5 Baths | 4,545 ft2
Baccarat Hotel & Residences, #43 (Douglas Elliman Real Estate)
In May 2024, Cohen Brothers Realty Corp filed plans to convert the upper 28 floors of 623 Fifth Avenue, the office tower behind Saks Fifth Avenue flagship store into 172 luxury residences averaging 2,000 square feet. The bottom 10 floors will remain retail. There have also been discussions about adding a casino atop the department building for a touch of Monte Carlo in Manhattan.
Plan for 623 Fifth Avenue
When Branding Backfires
Brands can quickly lose customer loyalty with a single misstep, especially on social media, where bad news travels fast. So, what are the risks of attaching a brand name to a building? Paying a premium for an association with a luxury brand comes with the potential hazard that the brand might later disassociate from the project.
Hotel News Now explains: “In virtually all branded residence projects, buyers are required to execute a ‘Purchaser Acknowledgement’ in favor of both the brand and the developer, acknowledging that the brand is granting a limited and revocable right to associate the brand with the residences.”
What happens when a brand loses its luster? In February 2024, The New York Times reported: “When Donald J. Trump became president, condominiums in buildings emblazoned with his name began selling for less, according to an analysis… In a one-year window, condos in buildings that had the Trump logo went from selling at a 1 percent premium compared with similar units, to selling for 4 percent less, meaning that Trump condos became a ‘bargain’ among the city’s luxury units.”
Another branding misstep occurred when the Ritz-Carlton in Battery Park closed. The branded residences were left without a brand—and without hotel amenities.
According to reports: “Residents of the Ritz-Carlton condominiums have other concerns that may be more substantive. They paid a premium for apartments located within a building that houses a luxury hotel, branded to a world-renowned chain. The removal of the Ritz nameplate from their building may negatively affect the value of their apartments. The closure of the hotel also deprives them of an amenity that many prize: the availability of hotel services within their apartment building.”
But some brands manage to come back from the dead. In the posh vacation hotspot of Tulum, Mexico, Authentic Brands Group, a global brand development and licensing company, unveiled the Barneys New York-branded residence. Amenities include an ice bath (perhaps one of the only places where jumping into ice sounds appealing), a jacuzzi, hammam, and sauna. Each residence also offers a dedicated concierge, private chef options, and personalized experiences tailored to residents’ preferences. Despite Barneys New York going bankrupt in 2019, its name retains value after Authentic Brands purchased the copyright.
While attaching a residence to a brand is not without risk, the benefits often outweigh the hazards—especially when wrapped in a plush hotel robe, ordering room service from the comfort of home on an ordinary Tuesday night.
Would you like to tour any of these properties?
Just complete the info below.
Or call us at (212) 755-5544
Would you like to tour any of these properties?
Contributing Writer
Michelle Sinclair Colman
Michelle writes children's books and also writes articles about architecture, design and real estate. Those two passions came together in Michelle's first children's book, "Urban Babies Wear Black." Michelle has a Master's degree in Sociology from the University of Minnesota and a Master's degree in the Cities Program from the London School of Economics.
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