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26th June 2026
Reimagining Branded Residences: Bringing our Brands to home living
Luxury living is evolving. Today’s homeowners are no longer simply searching for beautiful homes in prestigious locations, they are seeking spaces that reflect how they want to live, work, socialise and unwind.
Expanding the future of lifestyle living
Ennismore is expanding its presence in the branded residential sector by bringing its globally recognised lifestyle brands into private living. Building on the cultural DNA of brands including Delano, SLS, Mondrian, Hyde, Rixos, 25hours, and SO/, each residence extends the guest experience into everyday life through distinctive design, hospitality-led services, curated amenities and community-driven programming.
With a growing pipeline of projects across destinations including SLS Madrid Infantas Residences, Mondrian Gold Coast Australia, SLS Residences at Palm Jumeirah, SLS Residences Phuket and Delano Downtown Miami Residences, Ennismore sees significant opportunities in the UAE, and in leading global cities such as London, Paris, Milan, Barcelona, Miami and Los Angeles, where culture, hospitality and lifestyle intersect most powerfully. As demand for experience-led living continues to rise, Ennismore is redefining residential hospitality for a new generation of homeowners seeking more than traditional luxury.
As Louis Abboud, Chief Growth Officer, explains:
“People aren’t buying square metres anymore; they are buying how they want to live. The line between hospitality and home has fundamentally changed. People want their home to feel like their favourite hotel, have a social layer like a members’ club, and reflect something they genuinely connect with culturally and emotionally. Traditional luxury residential often feels transactional now — buyers are looking for identity, community and experiences that fit seamlessly into everyday life.”
More Than a Residence
Ennismore’s branded residences combine hospitality expertise with each brand’s distinct personality and cultural relevance, creating homes that go beyond traditional residential developments.
Residents enjoy private entrances and dedicated facilities alongside services such as concierge support, in-residence dining, housekeeping and laundry. They also gain access to Ennismore’s wider ecosystem of restaurants, bars, wellness concepts and hotel experiences around the world.
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Designing for How People Live
For Ennismore, branded residences begin with understanding how people want to live over the long term.
As Mark Eacott, EVP of Design, Design & Technical Services, explains:
“Most operators take what works for hotels and funnel it into residential. That’s the wrong starting point. How you ‘stay’ is not necessarily how you want to ‘live’. The same energy that feels exciting for three nights can become exhausting over time, so the challenge is creating homes that retain the emotion and identity of a brand while feeling calm, personal and genuinely liveable.”
Rather than replicating hotel environments, Ennismore creates residential interpretations of its brands that preserve their recognisable identity, service philosophy and design language while adapting them to everyday life.
“These are expressions of our hotel brands rather than direct copies of them. They carry the same emotional cues, service philosophy and design markers, but are adapted to the rhythm of residential life. Public spaces embrace the full personality of the brand, while residences are intentionally more restrained, allowing owners to bring their own lifestyle and personality into the space.”
Every project is also designed to reflect its local context, creating a strong sense of place while maintaining each brand’s recognisable identity.
Building Community Through Programming
A defining element of Ennismore’s residential approach is its focus on programming and community-building.
Each development is centred around lifestyle-driven amenities that create meaningful connections between residents and their surroundings. These include destination food and beverage concepts, wellness spaces, membership clubs, retail experiences, business lounges, private workspaces, pool and sky decks, and locally inspired activations.
Together, these elements transform developments into vibrant communities rather than standalone residential buildings.
The Future of Branded Living
As branded residences continue to evolve globally, Ennismore believes the sector will increasingly favour operators capable of delivering authentic lifestyle experiences, meaningful programming and culturally relevant design, rather than simply attaching a logo to a building. By creating destinations that resonate as strongly with residents as they do with guests, Ennismore is shaping a new vision for lifestyle-led residential living.
As Louis explains:
“The gap between operators who genuinely deliver on the lifestyle promise and those who’ve simply licensed a name will become very visible, very fast. Buyers are becoming far more sophisticated about what authenticity looks like, and they want brands that already have cultural relevance, strong communities and a real point of view.”
As hospitality and residential living continue to converge, Ennismore is shaping a new era of luxury living — one built around creativity, culture, connection and experience.
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