Mon, 12 Jan 2026

Mon, 12 Jan 2026 Why luxury carmakers are now building glitzy skyscrapers

Bugatti is the latest auto firm to construct an opulent apartment building for the super rich.
Bugatti, known for its high-performance sports cars, is entering a new market: luxury residential real estate. In Dubai, Bugatti is building a 43-storey tower with apartments priced from $5.2 million. The company is partnering with Binghatti Properties to offer "branded residences" that showcase the Bugatti brand in every aspect of the living space. The most expensive penthouses will feature private lifts for owners to park their cars inside their homes. Buyers include Brazilian football star Neymar Junior and opera singer Andrea Bocelli, who have paid $54 million each for a penthouse. The trend of "branded residences" is growing globally, with 611 schemes available worldwide compared to just 169 in 2011. The Middle East, particularly Dubai, is leading the way, driven by rapid expansion in the UAE and Saudi Arabia. Branded apartments appeal to individuals with extreme brand loyalty who want to live and breathe a particular brand. In Dubai, prices for branded apartments are often cheaper than elsewhere in the world, making them "extremely affordable" compared to cities like New York and London. Luxury brands such as Porsche, Aston Martin, and Jacob & Co have already entered the sector, offering exclusive services and amenities to buyers. These include private members' clubs, wellness facilities, and even private jet partnerships. Experts say that the boom in luxury branded apartments reflects a desire for social signalling and exclusivity among ultra-wealthy consumers. Branded residences have become a new form of "social status currency," akin to rare handbags or diamond rings. However, some experts warn that excessive branding can detract from the uniqueness and rarity of owning a luxury property, leading to a feeling of bragging or vulgarity.
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