The branded residence market is expanding quickly, and The One Atelier’s Anna Masello offers a clear perspective on why global demand continues to rise. With a background working alongside major fashion houses, she explains how these brands bring deep creative heritage, strong visibility, and a sense of community that extends beyond the residence itself. Buyers are drawn to the lifestyle that surrounds the brand, including exclusive events and a shared identity with other residents. This combination of design excellence and cultural connection creates a compelling value proposition for both developers and homeowners.
Anna also sees new categories emerging as consumer priorities shift. Wellness, longevity, and sport brands are poised to enter the real estate space as people seek healthier and more meaningful ways of living. She stresses that branding must begin at the earliest stage of development to protect the integrity of both the project and the brand. When added too late, branding becomes labeling, which can undermine years of brand building. Looking ahead, she identifies Southeast Asia as a region with strong momentum and notes that safety and stability are becoming increasingly important to buyers. Her full interview offers deeper insight into the future of branded real estate and the collaborations that may shape the next generation of lifestyle driven living.