The MENA region is rapidly emerging as a leader in global demand for branded living, now accounting for 36% of all new signings in this sector. As cities like Dubai rise to prominence, the dynamics of branded residential development are shifting dramatically. This compelling trend underscores the region’s position as a growth catalyst in the luxury real estate market, spurred by innovative projects and a burgeoning consumer appetite for prestigious living environments.
The Middle East and North Africa (MENA) has taken the forefront in worldwide branded residential development, representing a significant 36% of global new signings, outpacing all other regions. This rapid escalation marks a critical juncture in the progression of branded residences, solidifying MENA’s status as the fastest-growing market internationally, largely propelled by an increase in fashion-branded and standalone projects.
Standalone developments, which do not include hotel components, represent 31% of completed projects in MENA and are projected to account for 51% of the forthcoming pipeline. Remarkably, this means that nearly 45% of all branded residential ventures in the region will soon be standalone, compared to a global average of just 36%. This paradigm shift showcases the unique attributes of MENA’s market compared to global trends.
In MENA, fashion brands are particularly prominent within the non-hotel segment, where they lead globally. Fashion labels comprise 51% of all non-hotel branded initiatives in the region, nearly double the worldwide average of 26%. Additionally, the non-hotel sector is thriving, now representing 30% of the regional pipeline, up from 24% of completed developments, indicating strong momentum in consumer preference.
Fairmont is set to emerge as the dominant operator in the region, boasting 19 branded residential schemes across various stages of development. Notably, the luxury jewelry brand De Grisogono has surged to fourth place in the regional pipeline with eight projects. Simultaneously, the renowned restaurant and hotel venture Nobu has entered the market, with six developments in progress, further illustrating the diverse interests in MENA’s burgeoning branded residential landscape.
MENA’s Market Leadership in Branding
The branded residential market has expanded significantly to encompass 1,746 schemes—comprising 779 completed projects and 967 in the pipeline. MENA contributes nearly 13% of the existing global supply of branded residences and a remarkable 25% of the ongoing pipeline. Dubai stands out as the unmatched global leader in this arena, featuring almost 160 projects and outpacing major markets like Miami, New York, and London.
Currently, MENA has 99 completed projects and 241 under development, with the United Arab Emirates leading the pack. The UAE boasts a total of 201 projects, while Saudi Arabia and Egypt hold the second and third positions in the regional pipeline with 43 and 32 projects, respectively. These numbers reflect MENA’s robust trajectory in the luxury real estate sector and the growing allure of branded living.
In response to this notable growth, Global Branded Residences (GBR) has decided to establish a dedicated presence in Dubai. This initiative will be led by Founder and Director Riyan Itani, who is scheduled to speak at the upcoming Branded Residences Forum during the FHS World event in Dubai this October. Itani remarked, “The Middle East has always been a beacon for branded residential excellence, and our launch here is both a continuation and evolution of our work in the region.”
“Having advised on some of the most ambitious and prestigious projects across MENA, we are now doubling down on our commitment with dedicated in-market expertise and an expanded service offering,” Itani stated. This strategic expansion not only highlights GBR’s dedication but also reinforces the growth potential for branded residences in MENA, driven by innovative planning and a sustained demand for lifestyle-oriented real estate.
GBR has a proven track record, having advised on over 150 projects in more than 45 countries, including high-profile branded developments. The company’s entrance into the Middle East follows a recent launch in the Asia Pacific market, signifying their commitment to harnessing the remarkable momentum of branded living in MENA.