From Supercars to Skylines: Why Luxury Carmakers Are Building High-End Skyscrapers

Bugatti has long been known for crafting some of the world’s most powerful and expensive supercars. Now, the iconic French brand is shifting gears – away from racetracks and toward real estate.

In the heart of Dubai, Bugatti is developing its first-ever residential tower, a 43-storey luxury building where apartments start at around $5.2 million. The project signals the brand’s entry into the booming market of “branded residences,” a niche designed for ultra-wealthy buyers who want to live inside the lifestyle of their favourite luxury brands.

Bugatti is far from alone. Other elite carmakers such as Porsche and Aston Martin have also launched high-profile residential developments, while Swiss watchmaker Jacob & Co and fashion houses including Fendi and Missoni are building branded towers across major cities.

Living inside the brand

Bugatti’s Dubai project, developed in partnership with UAE-based Binghatti Properties, takes luxury to theatrical extremes. Some penthouses feature private car lifts, allowing owners to park their vehicles directly inside their homes. Among the reported buyers are football superstar Neymar Jr. and opera legend Andrea Bocelli, with Neymar said to have paid about $54 million for his penthouse.

“For many enthusiasts, it’s not just about owning a product—it’s about experiencing the brand every day,” says Binghatti chairman Muhammed BinGhatti. “Real estate makes that possible.”

According to property firm Knight Frank, global demand for branded residences has surged over the past two years. The number of projects has grown from 169 in 2011 to 611 today, with projections suggesting more than 1,000 by 2030.

While the United States still leads in total developments—especially in Miami and New York—the Middle East is seeing the fastest growth. Analysts attribute this boom to the influx of wealthy residents into the UAE and Saudi Arabia.

Dubai now tops the global rankings for branded projects under development, according to real estate firm Savills. Experts say lower taxes and comparatively “affordable” luxury prices are drawing high-net-worth individuals from around the world.

A new business model for luxury brands

Historically, hotel chains such as Ritz-Carlton and Four Seasons dominated branded residences. But consumer luxury brands are increasingly taking centre stage.

Porsche’s Design Tower opened in Miami in 2017. Aston Martin unveiled its own residential project in the city last year. Jacob & Co is building a high-end tower on Al Marjan Island in the UAE, expected to open in 2027.

For brands, the appeal is clear: real estate offers a lucrative revenue stream with limited risk. Developers handle construction, while companies profit from licensing their name and design influence. Branded homes typically sell for 30–40% more than comparable luxury properties, BinGhatti says.

These buildings often come with elite perks – private clubs, spa facilities, chauffeurs, yacht access, and even private jet partnerships.

A newer wave of branded properties focuses on lifestyle passions. In London, the upcoming Six Senses Residences will feature a biohacking centre offering treatments such as cryotherapy. In Texas, a surf-themed luxury community is being built around a massive artificial wave lagoon.

Status, identity, and exclusivity

Experts say the rise of branded residences reflects changing attitudes among the ultra-rich. Professor Giana Eckhardt of King’s College London describes them as a new form of “status currency.”

“These homes function like rare handbags or diamond jewellery,” she explains. “They signal wealth, exclusivity, and a place in the social hierarchy.”

For buyers, it’s not just about luxury – it’s about belonging to a brand’s elite world. “Clients want something truly unique,” BinGhatti adds. “Every unit is different. That gives them a feeling of owning something one-of-a-kind.”

However, not everyone sees the trend positively. Business psychologist Stuart Duff warns that excessive branding could feel tasteless to some.

“If logos are everywhere, it risks cheapening the brand,” he says. “What’s meant to feel exclusive can end up looking boastful – or even tacky.”

Still, as luxury brands continue moving from products to properties, the skyline is fast becoming the new showroom. And for the world’s wealthiest buyers, home is no longer just a place – it’s a statement.