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18 OCTOBER 2023
Shaping the future of living with Ennismore’s lifestyle-branded residences
A home away from home. Whether you are coming from around the corner or the world, the brands in our lifestyle collective have always provided a sense of belonging and community that makes one feel welcome. Now, they are becoming places to live – bringing our globally loved and extraordinary brands to private residences.
An extension of the brands in our lifestyle collective, Ennismore’s collection of private residences are rooted in culture and community. Drawing from the independent histories and unique story of each brand, powered by bespoke design and access to a range of benefits, including preferred access and discounts on hotel facilities and signature F&B outlets.
Where residential buyers seek design-led brands with unique personalities that celebrate modernity, creativity, compelling food and drink, and extraordinary experiences, the branded residential space has become one of the fastest-growing sectors in real estate, while lifestyle is the fastest-growing category in hospitality. Globally, the intersection of private residences and lifestyle brands is one of the most compelling areas of growth, appealing to a new generation of homeowners who appreciate a modern and casual sense of luxury.
Ennismore welcomes residents home at eight signature branded residences, with another 19 projects in development. One of the strongest markets in the world for Ennismore branded residences right now is Dubai. Offering three unique projects, these Ennismore residences will shape the future of luxury lifestyle living:
• SO/ Uptown Dubai Residences – Occupying the top 28 floors of Uptown Tower, this 227-residence brings playful, energetic style to a fashion-forward generation of homeowners in Dubai. The residences’ interior design complements the elegant, contemporary aesthetic of SO/ Uptown Dubai, while panoramic windows offer impeccable city skyline views. Residents will have access to an indoor pool, fully equipped gym, a kids club and creche, the Sky Lounge, and a versatile events space that transforms into a private screening room for ultra-luxe movie nights.
• Mama Shelter Residences, Dubai – The first Mama Shelter residence in the world will add vibrant energy to the Business Bay area when it opens in Q1 2024 with 204 homes. A place to live life to the full, Mama Residences will feature a menu “a la carte” services from in-residence catering and personal trainers, to shopping services, private transportation, and childcare assistance, as well as access to hotel amenities including four outdoor swimming pools, a state-of-the-art multi-purpose gym and an outdoor amphitheatre with a lounge area and an entertainment zone.
• SLS Residences The Palm Dubai – The first standalone residence in the Ennismore collective outside of The Americas is set to open in 2026, featuring panoramic views of Palm Jumeirah and the Dubai skyline. Known for theatrical experiences with a dash of mischief, highlights include a Small Little Secret Club, an exclusive clubhouse for homeowners with private F&B concept, chef’s table, entertainment lounge, infinity pool and a boutique fitness studio with treatment rooms. These 113 prestigious homes were 100% reserved within 30-days of their release.
In the coming years, Ennismore will introduce more brands from our lifestyle collective to the branded residences space, including Maison Delano Residences Seoul, set to open in 2026, with 52 branded residences rooted in crafted simplicity; Mondrian Residences Gold Coast, the first branded residences in Australia with 89 apartments on the shores of iconic beach, Burleigh Heads; Mondrian Tulum, comprising 151 residential units ranging for three-bedroom townhouses and four-bedroom Casa VIP; and SLS Red Sea, featuring 15 villas set within the island’s lush mangroves.
From Ennismore’s joint venture with Accor, its branded residences are supported by Accor One Living, an industry-first platform focused on developing, designing, and operating mixed-use projects and branded living communities.
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