Branded Residences in Marbella: Passing Trend or the Future of the Premium Real Estate Market?

Javier Nieto, CEO of Pure Living Properties, participates in a roundtable organised by DOM3 on the rise of branded residences in Marbella.

The luxury real estate market in Marbella is constantly evolving, and in recent years a significant trend has emerged, increasingly attracting the attention of international buyers and investors: branded residences. These residential properties, backed by prominent brands and renowned hotel chains, promise an exclusive lifestyle, with a high level of services and amenities. During the Marbella Design & Art Fair, the association of entrepreneurs for high-end housing, DOM3, organised a roundtable to analyse the impact of this trend in the Golden Triangle. Javier Nieto, CEO of Pure Living Properties, a leading agency in the premium residential market, took part in the discussion.

What are branded residences, and why are they so attractive?

Branded residences are luxury properties associated with recognised brands, whether from the hospitality sector or other high-end industries like fashion or automotive, which lend their prestige and quality standards to the residents’ experience. These properties are designed to provide a lifestyle aligned with the brand’s philosophy, including premium services like concierge, access to exclusive facilities, security, and even personalised experiences for owners. Currently, major branded residence projects are being developed in Marbella and other areas along the Costa del Sol, including Benahavís, Estepona, and even Casares (Finca Cortesín).

The future of branded residences in Marbella

During the roundtable, Javier Nieto shared his views on branded residences in Marbella as a trend gaining traction but still maturing within the local market. “Branded residences associated with international names represent an innovative trend in the local real estate market. Although this type of property has only recently entered the area, it’s important to observe how it evolves and how the market responds to this concept over time. I am convinced it has the potential for full development, offering a unique value in the luxury property sector,” he stated.

In this regard, the CEO of Pure Living Properties emphasised that these residences will reach their full potential when they are solid projects, distinctly set apart from the rest of the high-end residential market. Nieto also highlighted that branded residences associated with major hotel chains have more long-term potential and make more sense in the market, as they often offer a rental option, which adds additional appeal for investors. By allowing owners to gain income from their properties when not in use, this model is ideal for those looking to earn extra revenue without sacrificing the exclusivity and high-quality service these brands offer.

Round table organised by DOM3 on the rise of branded residences in Marbella.

Local quality versus the rise of branded residences in Marbella

A recurring theme in the discussion was the role of local professionals and artisans in creating luxury properties that compete directly with branded residences in Marbella. DOM3 experts praised the work of marble artisans, carpenters, and other craftsmen from the Costa del Sol, whose expertise and dedication bring a unique quality to each property. This makes Marbella a luxury destination that doesn’t necessarily need the backing of an international brand to stand out in the global real estate market.

At Pure Living Properties, we highly value the talent and ability of local professionals in executing exceptional projects. Our mission is to find and develop properties that meet the highest standards of quality and design, enabling our clients to enjoy a unique lifestyle experience in the Golden Triangle, whether under the umbrella of an international brand or with the distinctive identity of local developers.

Pure Living Properties: The Key to the Most Exclusive Properties

The blend of innovation, sustainability, and local quality is redefining luxury in Marbella, and at Pure Living Properties, we are proud to be part of this transformation. Branded residences in Marbella will continue to evolve and adapt to new demands, but the local real estate market has its own identity, which will continue to attract the most discerning buyers from around the world. If you’re interested in exploring the world of branded residences or discovering the luxury properties Pure Living Properties has to offer, please don’t hesitate to contact us. As experts in the Marbella market, we are here to help you find the property that best fits your dreams and expectations.

Participants at the round table on branded residences in Marbella.