Home from home: London’s best branded residences

12 Oct 2023 | Updated on: 27 Oct 2023 |By Luxury London

The idea of property managed by a luxury brand has been around for a while. But, for some reason, it didn’t quite catch on in London – until now

Sustainability is huge and the ‘race for space’ is real, but there is one property trend that is on the lips of every forecaster right now: the desire among HNWs to unlock the next level of luxury – to bring a turnkey, five-star experience into the home. Enter the branded residence – homes built under the banner of a luxury name, usually a hotel.

That said, the concept is nothing new. In 1927, the Sherry Netherland hotel in Manhattan – which counted David Bowie and Diana Ross among its guests – announced 165 private apartments for sale, with residents enjoying perks such as room service from the Cipriani restaurant. According to Savills, there are now more than 500 branded residence schemes worldwide and 400 more in the pipeline. Knight Frank predicts 12 per cent growth in the sector each year until 2026.

So how, exactly, does a branded residence work? Where, and how, does the ‘parent’ brand come in? Ordinarily, the day-to-day running is done by a property management company – the job of translating a brand’s pedigree is a full-time one; thus, residents benefit from the service of a dedicated third party. “These properties cater to a very discerning clientele, requiring specialised expertise to uphold the brand’s standards,” says Dean Main, founder of property management company Rhodium, which looks after a number of the capital’s top branded residences, including The Broadway and 60 Curzon Street.

“The luxury brands we work with demand world-class concierge services, personalised resident experiences, the organisation of events that resonate with the brand’s identity, and managing an embassy-grade level of security,” he explains. “The majority of the residences we manage offer extensive residents-only amenities, including private dining rooms, wellness centres, pools and gyms, screening and games rooms, and tailored services from valet parking to gourmet dining.”

On top of this, Rhodium is often involved right from the outset of the project, working with the brand to ensure that its essence is encapsulated throughout the property, “from space layouts and choice of amenities right through to the range of services that are provided”. “It’s about the relationship between the tangible and intangible (light, sound, smell),” Main continues. “The brand needs to be ‘felt’ as part of the residence experience. We align every aspect of our operations, services and staff training with the brand’s values to provide homeowners with the kind of lifestyle that rivals the very best luxury hotels, whilst embodying the brand’s DNA.”

Although London was a little late to the party (the Candy brothers developed the capital’s first major branded residence a decade ago with One Hyde Park), the success of companies like Rhodium proves that the capital has more than compensated for a slow start, with a barrage of world-leading branded properties hitting the market in the last ten years. These are some of the best…

The Lucan by The Autograph Collection

Once open, The Lucan will be London's first residence run by Marriott International's Autograph Collection. Homeowners will enjoy similar perks to staying at a hotel, including access to chauffeurs, personal trainers, pet care, floristry and housekeeping. It will comprise 31 one, two- and three-bedroom residences, as well as a penthouse, all of which will feature architecture and interiors influenced by the locale of Chelsea.

One-bed apartments from £2.3 million, struttandparker.com and search.savills.com

The OWO Residences by Raffles

The OWO occupies the former Old War Office on Whitehall, which was completed in 1906 and served as an administrative centre for the British Army until 1967. Unsurprisingly, it’s shrouded in history; the Haldane Suite, named after the war secretary at the time the building went up, has hosted Kitchener, Churchill and Profumo. The War Office sat largely derelict until 2016, when the MoD handed it to the Hinduja conglomerate, which, in partnership with Raffles, has converted it into 120 suites and 85 residences. All residents will have privileged access to the hotel group’s six-star services and amenities.

Apartments from £4 million, struttandparker.com

The Peninsula Residences by The Peninsula Hotels

25 exclusive residences join 190 guest rooms and suites at The Peninsula, all of which enjoy a privileged location in the heart of Belgravia. The development comes with a suite of amenities including destination restaurants, a spa, and a ballroom. It also features a one-storey arcade with over 1,100 square metres of shopping space – property owners will benefit from access to all of this, at the same time as having their own dedicated facilities.

POA, knightfrank.co.uk

Mayfair Park Residences by The Dorchester Collection

At the heart of Mayfair lies Mayfair Park Residences, a Dorchester Collection branded residence – it adjoins 45 Park Lane and is a minute’s walk from the group’s namesake hotel. The development blends the heritage of The Dorchester and the innovation of 45 Park Lane: its Georgian façades are juxtaposed by a third building crafted from white travertine stone. Amenities range from a dedicated concierge to use of the spa and access to bars and restaurants at both 45 Park Lane and The Dorchester, where you simply charge the bill to your apartment.

Apartments from £4.25 million, jll.co.uk

Twenty Grosvenor Square by Four Seasons

The residences at Twenty Grosvenor Square are managed by Four Seasons Hotels and Resorts, whose staff maintain 37 homes of three- to five-bedrooms. Residents are privy to all the services offered by the group, and then some: they also benefit from wine advice from a sommelier, valet laundry and dry-cleaning delivered directly to their walk-in wardrobe, and embassy-grade security. There is a ‘garden library’, a landscaped courtyard, and a 25-metre pool with adjacent vitality pool, sauna and steam rooms, as well as a full spa treatment suite at residents’ disposal.

Apartments from £5.5 million, savills.com

The Sky Residences at One Bishopsgate Plaza by Pan Pacific

One Bishopsgate Plaza is home to Europe’s first Pan Pacific Hotel – this City branded residence boasts five levels of amenities including private dining rooms, a heated 18.5-metre infinity pool, a state-of-the-art gym, a mindfulness studio and treatment rooms, multiple meeting rooms and a ballroom for hire. The restaurants, bars and private dining spaces – Ginger Lily, Straits Kitchen, and The Orchid Lounge – are also worth a mention, as is the attention to deal of the Pan Pacific staff: you’ll never have to think about booking a meal or collecting the dry cleaning again.

From £1.16 million, savills.com

The Whiteley by Six Senses

William Whiteley Limited may not have garnered the same fame as Selfridge's, Liberty or Harrods, but it was, in fact, London’s first department store. Now, five years after its closure, it is in the midst of being brought back to life by development manager Finchatton, which is converting 1.1 million sq ft of historical real estate into luxury residences. The Whiteley will soon house 139 homes – including 14 Six Senses serviced apartments – and a 109-room Six Senses Hotel. The project is set to complete in summer 2024, and could also prove a savvy investment: it is part of a £3 billion landowner investment in Bayswater – the least expensive of the neighbourhoods around Hyde Park, but one that could be due a glow-up.

Apartments from £1.51 million, knightfrank.co.uk

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