Luxury real estate in Miami is entering a new phase. Increasingly, buyers are not simply looking for a beautiful condominium in a desirable neighborhood. They are looking for a complete lifestyle, one that combines the privacy of homeownership with the service, amenities and convenience of a five-star resort.
That shift is helping drive the rapid growth of branded residences in Miami, where globally recognized hospitality names are becoming part of the residential experience.
From Nobu and Anantara to The Standard, today's developments are going well beyond putting a recognizable name on a condominium tower. The strongest projects are attempting to translate the identity of the hospitality brand into everyday residential life through concierge services, private dining, wellness programs, housekeeping, personalized services, resort-style amenities and turnkey ownership.
Miami Has Become a Global Hub for Branded Residences
The growth of branded residences is not limited to Miami, but South Florida has emerged as one of the world's most important markets for the category.
According to Savills data cited in recent reporting, Miami ranks second globally behind Dubai, with 48 completed branded residential developments and another 55 projects in the pipeline. More broadly, Savills estimates that the number of branded residence schemes worldwide grew from 764 at the end of 2024 to approximately 910 by the end of 2025, representing 19% year-over-year growth.
Knight Frank's latest global survey also points to continued expansion. Its 2026 research covers nearly 1,800 live and pipeline branded-residence schemes across 90 countries, highlighting how the category has evolved from a niche luxury concept into a significant segment of high-end residential development.
For Miami, the trend is particularly significant because the city already combines many of the characteristics that branded residences seek to capitalize on: international wealth, tourism, luxury hospitality, waterfront real estate, strong lifestyle appeal and a large population of residents who divide their time between multiple cities.
What Exactly Is a Branded Residence?
A branded residence is a residential property associated with a recognized luxury brand. The brand may be a hotel or hospitality company, a fashion house, automotive marque, restaurant group or another luxury lifestyle name.
Hotel brands remain the dominant force in the sector. Knight Frank's research indicates that approximately 80% of existing branded residences are associated with hotel brands.
The concept is straightforward: homeowners receive a residential property while gaining access to some combination of the services, design standards, amenities and hospitality associated with the brand.
But the modern version of the concept is becoming considerably more sophisticated.
- • Concierge and lifestyle services: Assistance with travel, dining, transportation, household needs and personal requests.
- • Hotel-style service: Housekeeping, valet, in-residence services and personalized support.
- • Wellness and longevity: Fitness, spa facilities and increasingly sophisticated recovery and wellness programming.
- • Dining: Restaurants, private dining, resident-only cafés and in-residence culinary services.
- • Turnkey ownership: Furnished residences and services designed around owners who may not live in the property full-time.
- • Rental flexibility: In select developments, owners can participate in professionally managed rental programs when they are away.
That last point is especially relevant in Miami, where many luxury buyers maintain multiple homes and travel frequently.
The Brand Name Is Only the Beginning
One of the most important takeaways from the current Miami market is that a recognizable name is no longer enough.
Daniel de la Vega, CEO of ONE Sotheby's International Realty, describes the strongest developments as projects that design the entire residential experience around what buyers expect from the associated brand.
In other words, the question is no longer simply, “What hotel name is on the building?” The more important question is, “What does that brand actually deliver to the homeowner?”
That distinction matters as branded residences become more common.
In a market where luxury branding is increasingly widespread, buyers have more options. A branded property therefore needs to differentiate itself through architecture, location, service, amenities, privacy, design and the quality of the overall ownership experience.
619 Brickell by Nobu: Hospitality Meets Wellness
One of the clearest examples of this evolution is 619 Brickell by Nobu.
Located on Brickell Avenue overlooking Biscayne Bay, the development brings together Nobu Hospitality and architecture by Foster + Partners. Current project materials describe a roughly 75-story residential tower with approximately 300 residences and more than 90,000 square feet of amenities.
The project is designed to extend the Nobu experience beyond restaurants and hotels and into daily residential life.
- • Nobu restaurant on the waterfront
- • Residents-only Nobu café
- • In-residence dining and private chef services
- • Wellness and longevity facilities
- • Multiple pools and outdoor spaces
- • Fitness, Pilates and yoga facilities
- • Padel courts
- • Private lounges and social spaces
- • Concierge and lifestyle services
- • Valet and vehicle assistance
- • Business and executive spaces
The wellness component is particularly notable. Current plans include a range of recovery and longevity-oriented offerings, including cryotherapy, sauna and steam facilities, red-light therapy, meditation spaces and other specialized wellness services.
The result is less like a traditional condominium amenity package and more like a private hospitality ecosystem.
Anantara Miami: A New Model for Resort-Style Ownership
Another major example is Anantara Miami Resort & Residences, which represents the Anantara brand's first U.S. property.
Planned for Miami's Edgewater neighborhood, the approximately 50-story tower is being developed by One Thousand Group in partnership with Minor Hotels. The project is expected to combine 100 private branded residences, 120 resort residences and 50 hotel suites.
Architecture is being led by Kohn Pedersen Fox, with interiors by Patricia Urquiola.
The development is particularly focused on wellness and experiential hospitality. Plans include a dedicated vitality and longevity center, resort-style amenities, Thai-inspired design elements and a private rooftop helipad.
The resort-residence component also illustrates another important trend in branded real estate: flexibility.
Select residences are designed to be eligible for hotel use, allowing owners to potentially place their property into a professionally managed hospitality program when they are not using it themselves.
That model can be particularly attractive to buyers who want a Miami home but do not expect to occupy it year-round.
The Standard Residences Brickell Takes a Different Approach
Not every branded residence is designed around traditional five-star formality.
The Standard Residences, Brickell demonstrates how lifestyle branding can take a more playful and social approach.
The 45-story development is planned with a rooftop pool overlooking Biscayne Bay and Brickell, alongside amenities such as a bowling alley, screening lounge, speakeasy, social lounge and game room.
The difference is intentional. Rather than recreating the atmosphere of a traditional luxury resort, the project draws from The Standard's more informal, design-focused and social identity.
It illustrates an important point about branded residences: the brand is supposed to shape the experience.
For one buyer, that might mean a quiet wellness retreat. For another, it could mean private dining and concierge service. For someone else, it could mean entertainment, social spaces and a more energetic atmosphere.
Wellness Is Becoming a Core Part of Luxury Real Estate
One of the biggest changes in branded residences is the growing importance of wellness.
Luxury buyers are increasingly looking beyond traditional pools, gyms and spas. New developments are incorporating dedicated spaces and services around recovery, longevity, nutrition, movement and overall wellbeing.
Knight Frank identifies the deeper integration of wellness and longevity as one of the defining themes shaping the next generation of branded residences.
In Miami, that trend is visible in projects such as 619 Brickell and Anantara Miami, where wellness is being incorporated into the identity of the development rather than treated as an afterthought.
This represents a broader change in luxury real estate. Buyers are increasingly asking not just what a property looks like, but how it supports the way they want to live.
The Appeal of Turnkey, Lock-and-Leave Living
Another major driver is convenience.
Miami attracts a significant number of buyers who split their time between cities, countries or multiple residences. For these owners, a condominium that requires minimal maintenance can be more appealing than a traditional second home.
Branded residences are designed around that reality.
Instead of arranging every service independently, owners can potentially have access to concierge assistance, housekeeping, valet, dining, transportation, home stocking and other services through the building.
The result is a form of lock-and-leave luxury living: homeowners can leave Miami for weeks or months while the residence remains part of a professionally managed environment.
For international buyers in particular, that convenience can be an important part of the value proposition.
Are Buyers Paying for the Brand or the Experience?
This is where the branded-residence conversation becomes more interesting from a real estate perspective.
A luxury name can create immediate recognition and help a development stand out. But the long-term appeal of the property depends on whether the building actually delivers what the brand promises.
That means buyers should look beyond the logo and examine the underlying residential experience.
- • What services are actually included?
- • Which amenities are exclusive to residents?
- • Are hotel guests and residents sharing facilities?
- • Is there a rental program?
- • What are the associated management and service costs?
- • How long does the branding agreement last?
- • What happens if the brand relationship changes?
- • Does the location support the property's long-term value independently of the brand?
These questions become increasingly important as the number of branded developments grows.
Why Miami Is Particularly Well Positioned
Miami's appeal to branded residences is rooted in more than its luxury real estate market.
The city has become a global destination for business, finance, technology, culture and high-net-worth migration. At the same time, it has a hospitality ecosystem that already caters to international luxury travelers.
That creates a natural environment for hotel brands to expand into residential real estate.
A buyer who already knows the service philosophy of a luxury hotel brand may be more comfortable purchasing a residence associated with that same brand.
There is also a practical advantage: Miami's lifestyle is naturally compatible with resort-style living. Waterfront locations, year-round outdoor activities, dining, wellness and entertainment can all be incorporated into a residential experience.
The Next Chapter of Miami Luxury Real Estate
The rise of branded residences reflects a larger evolution in what luxury buyers expect from their homes.
Square footage, views, finishes and location still matter. But increasingly, they are only part of the equation.
Today's luxury buyer may also be evaluating service, wellness, convenience, privacy, dining, technology and the ability to use the residence as a seamless extension of an international lifestyle.
That is why the most successful branded residences are not simply selling a recognizable name.
They are selling an experience.
Miami's growing collection of hotel-branded residences suggests that the line between luxury hospitality and luxury real estate will continue to blur. For buyers, that creates more choice. For developers, it raises the standard. And for the Miami market, it could help define the next generation of luxury living.
The question is no longer whether Miami buyers want resort-style living. The question is how much of the resort experience they want to bring home.
