Would you live in a house with the hotel logo? The ‘branded residences’ proliferate in Madrid

Madrid is living a new phenomenon in its Skyline real estate: the proliferation of the ‘Branded reside‘: Private homes linked to five -star hotel brands that offer services and standards of a hotel, but without being. And Madrid is in the center of the map.

Logically, they are not residential promotions to use – I also seek their price. They are part of a model that mixes investment, lifestyle and belonging, something that changes the profile of the buyer, of the neighborhood, and in a way, of the city.

In detail. In a few years, Madrid has gone from not having any housing of this type to be a reference. Today there are four major active projects:

1. Four Seasons Canalejaspioneer, sold for between 15,000 and 18,000 euros the square meter already five years ago, a few meters from the door of the Sun.
2. Mandarin Oriental residencesup to 25,000 euros per square meter in the Salamanca neighborhood, minimalist design.
3. SLS Infantasin Chueca, that of the image headed by this article, more oriented to cultural and alternative life, with brand Lifestyle.
4. Hyatt Regency Residencesin Castilian and with another exploitation model: they are rented, they are not sold.

And what do they offer? A closed package: author architecture, custom interior design, five stars services and the promise of living as in a hotel, but at home. Concienteje 24/7, spa, private gym, chef on demand, reinforced security, cleaning, maintenance … and also discretion. In addition to comfort, guarantee is bought: who buys knows exactly what to expect.

And more come. At least six new projects are expected in the next three years, with investors from the Middle East and Latin America as great drivers.

To contextualize the prices of the square meter, Madrid stands at about 5,500 euros According to the latest idealist figureswith Chamberí and Salamanca as more expensive districts with 7,800 and 9,600 euros respectively.

The context. It is an emerging but global phenomenon, originating in cities such as Miami, Dubai, Bangkok or London. Among its reasons: it has lower density and prices lower than other European capitals, also the quality of Spanish life and legal certainty.

Besides, Taxation is attractive to great patrimoniesand has a high demand in the form of a second residence for Latin American and European buyers of high economic profile.

The Branded reside The logic of the luxury market changed:

• The product is no longer only housing, but the package: services, brand, aesthetics.
• The buyer seeks a mixture of experience, community and discretion.
• The central areas are revalued, but they are also more segmented.

And Madrid competes for the same profile that Lisbon, Paris or Milan could choose.

Between the lines. These promotions not only raise the price bar per square meter, they also raise symbolic entry barriers. The property is accessed … and a story, to a narrative.

And that marks a new type of exclusion: silent and discreet, but very effective.

The current situation. The model attracts international capital, changes the urban fabric and displaces a part of the supply of residential use housing towards a hybrid format, between the hotel and the home.

The most wanted neighborhoods (Salamanca, justice, center, chamberí …) not only compete for having the best houses, but also for offering the best brand environment.

And now what. The Branded reside They are more than a fashion. A stealthy background change. With The tensioning rentprotected housing scarce and the centers gentrifiedthe arrival of this type of blocks accelerates a transformation that occurs in silence: the logo replaces the goalkeeper and the service replaces the neighborhood.

Madrid is not only lived, it is also packaged, packaged and tagged with a brand. Before a part of the city, today product with keys for few.

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Outstanding image | SLS MADRID INFANTAS RESIDENCES