Branded residences | London’s most exclusive developments
Branded residences are a fast-growing sector of the luxury property market with several new sites having emerged over the course of a decade.
The demand for on-site facilities and services such as those of a concierge has grown exponentially in recent years, filling the gap between serviced accommodation and luxury hotels.
Several distinguished brands have developed or formed partnerships with neighbouring, nearby, or sometimes standalone buildings, to create branded residences that deliver an exceptional standard of living.
These properties particularly appeal to those seeking a secure home in a prime London location that delivers world-class hotel facilities and services.
Key features of branded residences
Branded residences offer an idyllic balance of privacy and security with hotel-level amenities.
Key features of branded residences include elements such as concierge services, wellness centres, swimming pools, private dining rooms, housekeeping, valet parking, and gourmet dining on-site.
Designed to fulfil the wishes of those who lead busy lifestyles, these residences often also benefit from access to professionals such as on-site personal trainers or, for example, dog walking and grooming.
The affiliation with a luxury brand not only adds a level of prestige but may also cement its value, offering potential buyers assurance of the expected standard of on-site services and maintenance associated with the brand.
One of the most appealing features, especially for those who are not always at the property, is the typically high levels of security of these buildings, including 24-hour surveillance and incredibly secure access methods.
Branded Residences in London
Here we take a closer look at some of the most sought after branded residences in London:
The OWO
The OWO is one of London’s most iconic new developments, this impressive Grade II* listed Edwardian baroque building is located on Whitehall, in the very heart of the capital.
Formerly home to the Ministry of Defence, serving as the administrative centre for the British Army until 1967, the building has hosted distinguished figures such as Winston Churchill.
Transformed by the Hinduja Group in partnership with Raffles, The OWO offers a collection of 85 exclusive residences adjacent to the Raffles Hotel. Residents benefit from concierge services, 11 on-site restaurants, extensive wellness facilities, a cinema, games room, secure parking, a residents’ garden, a 20m swimming and separate vitality pool, and 24-hour security.
A truly unique place to live, the building has a rich history and is associated with spies and espionage as MI5 and MI6 previously had operations here.
The building even served as inspiration for writer Ian Fleming for his James Bond 007 spy stories.
Mayfair Park
Situated in the very centre of W1, Mayfair Park is a distinguished Dorchester Collection branded development.
Located adjacent to 45 Park Lane and within a short walk from The Dorchester Hotel, this development marries the heritage of The Dorchester with the modern innovation of 45 Park Lane.
The architecture features Georgian façades alongside a contemporary building crafted from white travertine stone.
Amenities include a dedicated concierge, health club and gymnasium, 20m swimming pool, sauna and steam room, and two treatment rooms.
There is also the convenience of charging meals and drinks from the bars and restaurants at both 45 Park Lane and The Dorchester directly to your apartment.
Twenty Grosvenor Square
Twenty Grosvenor Square is on one of London’s finest squares in Mayfair. Comprising 37 exquisite homes ranging from three to five bedrooms expertly managed by Four Seasons Hotels and Resorts.
The comprehensive services on offer are typical of the Four Seasons brand, and additional exclusive benefits are available such as personalised wine advice from a sommelier, valet laundry, dry-cleaning services delivered directly to your walk-in wardrobe, and embassy-grade security.
The property features a ‘garden library’, a beautifully landscaped courtyard, a 25m swimming pool with an adjacent vitality pool, sauna, and steam rooms, and a fully equipped spa treatment suite, as well as a gym, cinema, and children’s playroom.
The Peninsula
The Peninsula is located at the gateway of Belgravia. Owned and operated by Hongkong and Shanghai Hotels, the impressive building houses 25 exclusive residences. Its five-star services and amenities include concierge services, a 25m swimming pool, spa facilities, restaurants, and an elegant ballroom.
A ground-floor shopping arcade, containing 9 luxury boutiques, is accessible from both the Peninsula lobby and Grosvenor Place, boasting over 1,100 square metres of premium shopping space.
One Bishopsgate Plaza
One Bishopsgate Plaza is situated in London’s Square Mile. This landmark development is home to Europe’s first Pan Pacific Hotel.
The Sky Residences at One Bishopsgate Plaza feature 160 luxury apartments located between the 21st and 41st floors, offering panoramic views of London’s iconic skyline through full-height glazing.
World-class amenities are spread across five levels, including private dining rooms, a heated infinity pool, a gym, a mindfulness studio, treatment rooms, multiple meeting rooms, and a ballroom.
Culinary and social venues such as Ginger Lily, Straits Kitchen, and The Orchid Lounge further enhance the living experience. The development is located just 200 meters from Liverpool Street Station.
Branded residences in London
There are several branded residences currently being built such as The Lucan, an Autograph Collection Residence by Marriott International which is to set a new standard in luxury living in London’s Chelsea neighbourhood.
Together with the typically expected concierge services, The Lucan says it will also offer residents access to chauffeurs, personal trainers, and pet care.
If you are considering buying a branded residence in London, contact Garrington for expert advice and an initial no-obligation discussion.
