{"id":7987,"date":"2020-05-05T22:05:17","date_gmt":"2020-05-05T15:05:17","guid":{"rendered":"https:\/\/www.asiapropertyawards.com\/?p=7987"},"modified":"2021-06-04T14:58:33","modified_gmt":"2021-06-04T07:58:33","slug":"branded-residential-projects-southeast-asia","status":"publish","type":"post","link":"https:\/\/www.asiapropertyawards.com\/en\/branded-residential-projects-southeast-asia\/","title":{"rendered":"Branded residences vie for the top spot in Southeast Asia"},"content":{"rendered":"<p>In building relationships and associations with big names, developers are hoping to capitalise on brand recognition among their audience of investors<\/p>\n<figure id=\"attachment_7988\" aria-describedby=\"caption-attachment-7988\" style=\"width: 1000px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-7988\" src=\"https:\/\/www.asiapropertyawards.com\/wp-content\/uploads\/2020\/05\/img-01.jpg\" alt=\"\" width=\"1000\" height=\"667\" srcset=\"https:\/\/www.asiapropertyawards.com\/wp-content\/uploads\/2020\/05\/img-01.jpg 1000w, https:\/\/www.asiapropertyawards.com\/wp-content\/uploads\/2020\/05\/img-01-300x200.jpg 300w, https:\/\/www.asiapropertyawards.com\/wp-content\/uploads\/2020\/05\/img-01-768x512.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><figcaption id=\"caption-attachment-7988\" class=\"wp-caption-text\">Lakeside Phuket by Yoo offers luxurious living quarters amid tranquil pools within a rainforest on the eponymous Thai island<\/figcaption><\/figure>\n<p>Indeed, the number of branded residences worldwide has increased by 198 percent in the last 10 years, according to Savills research, with hoteliers accounting for 85 percent of completed projects. And yet one of the most salient shifts in the market over the last 12 months has been the emergence of projects affiliated with non-hotel brands.<\/p>\n<p>A case in point is the recent ascent of YOO from high-end design firm to the largest non-hotel residential brand in the world. In 2019, YOO, which made its name collaborating with star designers from various disciplines, as well as investors and developers, was responsible for 13 percent of the world\u2019s branded residential projects. The company recently turned its attention to the potential of Southeast Asia, tapping into the soaring demand and setting up a permanent regional office in Bangkok.<\/p>\n<blockquote><p>One of the most salient shifts in the market over the last 12 months has been the emergence of projects affiliated with non-hotel brands<\/p><\/blockquote>\n<p>\u201cYOO sees huge opportunities for growth in Asia,\u201d explains James Snelgar, partner and head of business development at YOO Worldwide. \u201cWe took a look at the market, saw what everyone was doing and found it a bit boring. We want to shake things up a bit and work with the region\u2019s leading developers to bring their visions to life.\u201d<\/p>\n<figure id=\"attachment_7990\" aria-describedby=\"caption-attachment-7990\" style=\"width: 1600px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-7990\" src=\"https:\/\/www.asiapropertyawards.com\/wp-content\/uploads\/2020\/05\/Khun-by-yoo-Bangkok-Thailand.jpg\" alt=\"\" width=\"1600\" height=\"700\" srcset=\"https:\/\/www.asiapropertyawards.com\/wp-content\/uploads\/2020\/05\/Khun-by-yoo-Bangkok-Thailand.jpg 1600w, https:\/\/www.asiapropertyawards.com\/wp-content\/uploads\/2020\/05\/Khun-by-yoo-Bangkok-Thailand-300x131.jpg 300w, https:\/\/www.asiapropertyawards.com\/wp-content\/uploads\/2020\/05\/Khun-by-yoo-Bangkok-Thailand-1024x448.jpg 1024w, https:\/\/www.asiapropertyawards.com\/wp-content\/uploads\/2020\/05\/Khun-by-yoo-Bangkok-Thailand-768x336.jpg 768w, https:\/\/www.asiapropertyawards.com\/wp-content\/uploads\/2020\/05\/Khun-by-yoo-Bangkok-Thailand-1536x672.jpg 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><figcaption id=\"caption-attachment-7990\" class=\"wp-caption-text\">Sansiri\u2019s Khun by Yoo is the first branded residence in Thailand to have been designed by Philippe Starck<\/figcaption><\/figure>\n<p>Noteworthy developments currently under development in the region include Bangkok\u2019s Khun by YOO, Kuala Lumpur-based 8 Conlay and YOO 8, and YOO Residence in Hong Kong, as well as upcoming projects in Koh Samui and Manila.<\/p>\n<p>Other aspirational brands ranging from luxury cars, such as Porsche, Aston Martin, and Mercedes, to such fashion houses as Missoni, Armani, Versace, and Bulgari are now operating branded residences worldwide, while Cond\u00e9 Nast also recently revealed its intentions to enter the sector. Its first project is yet to be announced but it is safe to assume that the US media giant\u2019s lifestyle brands will feature on properties in Asia before too long.<\/p>\n<p><a href=\"https:\/\/www.asiapropertyawards.com\/en\/state-of-asia-pacific-real-estate-covid-19-pandemic\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>More: The state of Asian real estate amidst the public health crisis<\/strong><\/a><\/p>\n<p>As the sector becomes increasingly crowded, however, developers in the region are expected to prioritise partnerships with brands that appeal to younger buyers that are increasingly valuing experiences over material goods.<\/p>\n<p>\u201cIt is no coincidence that we are seeing the entrance of players such as Cond\u00e9 Nast,\u201d says Riyan Itani, director and co-head of Savills International Development Consultancy. \u201cWith a portfolio of magazines, they will be able to curate lifestyle without being tied to a single product or brand. This flexibility should resonate with a customer base increasingly seeking a tailored living experience.\u201d<\/p>\n<p><em>This article is the third of a three-part series on \u2018Paradise in different packages\u2019. It originally appeared in <a href=\"https:\/\/www.magzter.com\/TH\/PropertyGuru-International--Thailand--Co.,Ltd\/Property-Report\/Business\/431232\" target=\"_blank\" rel=\"noopener noreferrer\">Issue No. 158<\/a>\u00a0of\u00a0<a href=\"https:\/\/www.magzter.com\/magazines\/listAllIssues\/3708\" target=\"_blank\" rel=\"noopener noreferrer\">PropertyGuru Property Report Magazine<\/a>. Read the\u00a0<a href=\"https:\/\/www.asiapropertyawards.com\/en?p=7809\" target=\"_blank\" rel=\"noopener noreferrer\">first<\/a>, <a href=\"https:\/\/www.asiapropertyawards.com\/en\/integrated-resort-communities-take-two-steps-forward-from-typical-mixed-use-developments\/\" target=\"_blank\" rel=\"noopener noreferrer\">second<\/a> parts here.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Developers hope to capitalise on brand recognition among their audience of investors to build relationships with big names<\/p>\n","protected":false},"author":9,"featured_media":20563,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[95,97],"tags":[826,825],"class_list":["post-7987","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-asias-best-properties","category-magazine","tag-branded-residences","tag-magazine","news_country-asia","news_country-malaysia","news_country-thailand","news_author-liam-aran-barnes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Branded residences vie for the top spot in Southeast Asia | Asia Property Awards<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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