In the world of the 1 per cent, the ultimate flex these days appears to be billionaires driving their Bentleys and Bugattis straight into their luxury apartments in a designer skyscraper. Such “sky garages”’ are increasingly all the rage, evidenced by the growing number of automotive companies revving up elite real estate projects worldwide.
Aston Martin is the latest to roll into Miami’s high-end home market, with its 66-storey residential tower opening days before the Formula 1 Miami Grand in May. The James Bond-approved property, situated on the highly coveted waterfront in Biscayne Bay, houses 391 units spanning one- to five-bedroom apartments and duplexes plus seven penthouses, each with its own private pool.
The jewel in its crown is a sprawling 27,191 sq ft triplex penthouse spread over the top three floors of the sail-shaped building designed in partnership with world-renowned Miami-based property developer G&G Business Developments.
“The interiors are quintessentially Aston Martin,” says Marek Reichman, executive vice president and chief creative officer of Aston Martin.
And no, owning an Aston Martin is not a prerequisite for purchase, though one in eight residents already drives one, according to the company.
From horsepower to housing
For automotive brands already at the pinnacle of luxury, shifting gears from horsepower to housing makes sense as an extension of the brand’s storytelling. Crossing over into the residential space not only elevates the power of these legacy brands but it also heralds new revenue streams for these car companies.
Demand for branded residences is certainly surging. According to a 2023 report by global real estate consultants Knight Frank, the market for name-brand condominiums in fashion (Fendi, Armani), hospitality (St. Regis, Ritz-Carlton), and now automotive varieties is projected to grow 12 per cent annually until 2026.
More than a mere marketing exercise, transitioning from constructing exemplary automobiles to co-creating living spaces with renowned property developers allows these forward-thinking marques to meet ultra-high-net-worth individuals at a new intersection of luxury, design, and sophistication.
They’re leading an architectural revolution and shaping the skyline with gleaming structures that brilliantly flaunt their design prowess as car-centric features take centre stage at a new level of luxury typically reserved for the most elite of penthouses. Plus, first-rate amenities, to boot.
It’s a trend that began with Porsche when the German automaker erected its first Porsche Design Tower along Miami’s Sunny Isles Beach in 2017. The 60-storey skyscraper by Dezer Development and architect Sieger Suarez proved a game-changer in the housing market with its revolutionary car elevator system that scoops residents’ Porsches (or otherwise) up to be displayed in multi-car glass display cases built into each of the 132 units.
Homeowners like superstar footballer Lionel Messi and singer Alicia Keys — who reportedly own units in the trendy tower — can admire their prized automobiles right from their living rooms.
“Featuring the level of superlative quality and groundbreaking ingenuity synonymous with Porsche Design’s iconic style, buyers understand the unprecedented value of these properties,” Porsche Design CEO Juergen Gessler said at the launch.
Indeed, these car-branded condos articulate a distinctive language of luxury that promises top-class craftsmanship long associated with these premium automobiles. They bear the indelible mark of these luxury marques, as seen in Bentley’s first real estate venture also moving into Miami in 2026, just two blocks away from Porsche’s tower, by the same developer and architect. Both brands, incidentally, are owned by the Volkswagen Group.
The 61-storey skyscraper will also feature a now de rigueur car elevator. At the same time, its opulent interiors will incorporate many of the brand’s signatures, from its iconic diamond-in-diamond quilting motif on the building facade and luxuriant leather detailing to its use of sustainable materials.
Playgrounds of the ultra-affluent
With its sizzling nightlife, sun-soaked Miami may be the epicentre of luxury-branded real estate, but Dubai is fast emerging as its biggest rival. Last year, French hypercar maker Bugatti announced its first real estate play in partnership with Emirati luxury developer Binghatti in Dubai’s Business Bay.
Inspired by the spirit of the French Riviera, the stunning 42-storey sinuous skyscraper will come onstream in 2026. It is intended as a private oasis housing 171 Riviera Mansions and 11 Sky Mansion Penthouses, each featuring bespoke layouts, lavishly curated living spaces, and car lifts, of course.
Not to be outdone, Mercedes-Benz has also tapped on Binghatti’s expertise for its first branded residence, Mercedes-Benz Places. Situated in downtown Dubai and proffering unobstructed views of the Burj Khalifa, the swanky, hyper-digital 65-storey skyscraper will be supercharged with the brand’s design DNA when it opens its doors in 2027.
“With Mercedes-Benz Places in Dubai, we are going beyond automotive to create outstanding brand moments,” said Britta Seeger, a Board of Management of Mercedes-Benz Group AG member. “Our aim with our first branded real estate residential tower is to create new, desirable grounds that inherit our brand’s DNA and give our customers a place to arrive, unwind, and come home to.”
Departing from the soaring towers others are banking on, Lamborghini has taken an even more exclusive route with its first property venture: A 40-villa gated community development in Dubai Hills, developed in collaboration with Emirati developer Emaar Properties.
Slated for completion in 2026, the fully sold real estate project comprises six-bedroom villas, each featuring private pools, Lamborghini-inspired interiors, and rooftop lounges offering commanding views of the private 18-hole golf course and the Burj Khalifa on the horizon.
Who’ll be next to stamp their brand in the prime skyline? We’re almost certain another luxury car company is already racing to be the next to drop a branded residence sooner than we’d expect. Watch this space.
Credit: Source link