Harvest Global Partners Inc. successfully launched the first Maison Residence by Elie Saab on New York’s coveted Upper East Side.
There is a great deal to consider when branding a luxury real estate development. Our team begins by reviewing the site, making an initial evaluation, and identifying potential alignment with global luxury brands. We then meet with the developer and investor for an exploratory discussion to define objectives and map out a strategy.
Once engaged, we approach the desired brands and present the project in its best light through a professionally prepared package. After receiving approval from the selected global brand, we assist the developer and investor in moving toward an agreement for the use of the brand name.
Securing a brand designation typically takes approximately three to six months. The earlier the process begins, the better positioned the developer may be to save time and reduce unnecessary design and architectural costs.
Distinctive Brand DNA
Each luxury brand has its own distinctive design DNA, standards, and requirements. Understanding those requirements early allows the development team to make more informed design and architectural decisions before major work is finalized.
The Value of a Global Luxury Brand
Historically, branded luxury developments around the world have demonstrated the potential to command a premium over comparable unbranded projects when the development, positioning, and execution are handled successfully.
Global luxury brands may also participate in the marketing and launch of a project on a worldwide basis. These internationally recognized brands already invest significantly in building their identities and often have established relationships with high-end customers and buyers who know and engage with the brand.
In effect, a branded project can tap into an existing ultra-luxury market before construction is complete. Strong brand affiliation may also help a project present a more compelling proposition to banks and financing institutions, potentially supporting more favorable financing discussions and improving the development’s overall prospects.
Contact us to learn more about the logistics and possibilities of branding your project, whether it is a residential tower, commercial building, or hotel in the hospitality sector.
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