3 mins | Lifestyle | 20 March 2023

The Ultimate In Luxury And Exclusivity

An enhanced lifestyle is what’s on the mind for the sophisticated pursuers of luxury global properties. These homebuyers have travelled the world, they know their tastes and have a definite predilection for the pinnacle of excellence in quality, comforts and design along with unrivalled privacy.

Accustomed to the world’s premier hospitality, these suave individuals are naturally drawn to the charms of Branded Residences. In essence, branded residences are luxury residential properties associated with a brand. The first true branded residence, the Sherry-Netherland hotel opened its doors in 1927 in Manhattan, with glamorous privately-owned apartments overlooking Central Park.

While the Sherry-Netherland became the first branded hotel development to feature fully serviced apartments, residential properties attached to brands have expanded 230% in the last decade

This steep rise is driven by an exponential surge in demand with over 39% prime international buyers willing to pay a premium for a branded residence, according to Knight Frank’s global survey results released in 2022(2). This global trend also finds footing in India, with over 67% of HNIs favouring towards luxury real estate investment in 2022, asserts India Sotheby’s International Realty’s survey.

The new tribe of urbane purchasers from these groups are more global, more tech savvy; they place a higher emphasis on flexibility to craft their own home to suit their lifestyle. As homes become an extension of their personality, global buyers underscore attention to service provision, amenities and room for entertaining friends, family, and business visitors.

Our research into this market demand informs us that the refined clientele has a secured prestige and they desire a similar feeling of arrival and quality in their dwelling spaces besides being part of a like-minded community. They seek large spaces, white-glove services of a high-end hotel and an exceptional level of discretion, security and exclusivity.

With a reputation for delivering luxury alongside unmatched quality and design, Oberoi Realty has visualised its own take on branded residences. At Three Sixty West, by placing our values at the core, we have created superlative homes in terms of design, architecture and space; but more than that its discretion and privacy; first-rate experiences and the finest service by groundbreakers of hospitality – Ritz Carlton.

Contrary to tradition where developers lean on the esteem that a partner brand brings along, Oberoi Realty’s flagship offering bestows a limitless canvas built on its decades-long foundations of revolutionary design, outstanding quality and integrity that distinguishes Three Sixty West from the flock.

Our unique positioning of branded residences where we partner with mavens of hospitality and service to deliver unprecedented experiences of living in architectural wonders makes Oberoi Realty a matchless centerpiece in the uber-luxury segment.


1. How Branded Residences Are Creating New Standards For Luxury Living
2. Knight Frank Publishes Its ‘Branded Residences 2022’ Report

Related Stories