Bugatti is making a firm stance as it ventures in the construction of branded residences in the heart of Dubai. The supercar company is building its first residential tower adding a significant building in Dubai’s skyline. Once complete, the cheapest apartments in the tower are set to cost $5.2 million. The move comes at a time when the company is striving to find its footing in the world’s super rich branded residences marketplace.

Other than Bugatti, companies such as Porsche and Arston Martin are also new entrants in the construction sector. Others such as Swiss watch firm Jacobs & Co. and Italian fashion houses Fendi and Missoni are also included. One of the reasons Bugatti is venturing in the construction industry is marketing. Bugatti is building its 43-storey Dubai tower in partnership with UAE-based developer Binghatti Properties.

The most expensive penthouses in the Bugatti Residences by Binghatti building will include large, private lifts for the owner’s cars. Through this, they can park them inside their apartments. Dubai is becoming a hub for residential properties as projects such as the world’s tallest residential tower also takes shape in the region.

Scope on the Bugatti Branded Residences in Dubai

The Bugatti branded residences in Dubai will fundamentally be a landmark structure associated with the luxurious company. Muhammed BinGhatti, chairman of Binghatti Properties noted that the aim of the project is for the residents to experience the brand in their everyday life through real estate. “For many car or watch enthusiasts, it’s not just about owning the vehicle or the timepiece.

Rather it is about experiencing the brand in their everyday life through real estate,” he noted. Global demand for branded residences has “accelerated” in the past two years. These is according to a new report by estate agent company Knight Frank. It noted that while there were 169 such schemes in 2011, today there are 611. Furthermore, the number is forecast to rise to 1,019 by 2030.

Currently, the US has the highest number of branded apartment buildings, centered on the skylines of Miami and New York. However, Knight Frank says that the Middle East, in second place, is seeing the biggest growth. ” Branded residences appeal most to individuals with extreme brand loyalty. People who want to live and breathe a particular brand,” says Faisal Durrani, head of research at Knight Frank Middle East.

The Future of Branded Residences

Until recently, branded residences were dominated by hotel chains such as Four Seasons and Ritz-Carlton. However, projects such as Bugatti branded residences in Dubai are gradually changing this narrative. Porsche’s Design Tower in Miami opened in 2017, while Aston Martin’s Residences Miami launched last year. Furthermore, Jacob & Co’s project on Al Marjan Island in the UAE is due to be ready in 2027. For such companies, real estate offers a new revenue stream with relatively low risk, as property development partners handle construction. On the other hand, buyers pay a premium for the aesthetic and exclusivity associated with their brand. According to BinGhatti, branded apartments are typically between 30 and 40% more expensive than non-branded luxury homes.

Project Factsheet

Overview
• Bugatti enters the branded real estate market with its first residential tower in Dubai
• Shift reflects growing demand for ultra-luxury branded residences among high-net-worth buyers

Project Name
• Bugatti Residences by Binghatti

Location
• City: Dubai, United Arab Emirates
• Setting: Prime urban location contributing to Dubai’s luxury skyline

Developer & Partners
• Brand Partner: Bugatti
• Real Estate Developer: Binghatti Properties (UAE)

Project Scope
• 43-storey luxury residential tower
• Bugatti’s first-ever branded residential development
• Apartments and penthouses designed to reflect Bugatti’s luxury identity
• Select penthouses feature private car lifts allowing vehicles to be parked inside apartments

Pricing
• Entry-level apartments: from approximately $5.2 million
• Branded residences typically command a 30–40% premium over non-branded luxury units

Strategic Rationale
• Brand extension beyond supercars into lifestyle and real estate
• Marketing-driven move to embed Bugatti into customers’ daily lives
• Access to a high-margin revenue stream with lower development risk
• Leverages Dubai’s strong demand for ultra-luxury real estate

Market Context
• Branded residences globally increased from 169 projects in 2011 to 611 today
• Forecast to reach approximately 1,019 projects by 2030
• Middle East identified as the fastest-growing branded residence market
• Competing luxury brands include Porsche, Aston Martin, Jacob & Co., Fendi, and Missoni

Target Market
• Ultra-high-net-worth individuals
• Buyers with strong brand loyalty seeking exclusivity and lifestyle alignment

Expected Impact
• Strengthens Bugatti’s positioning as a global luxury lifestyle brand
• Reinforces Dubai’s status as a hub for premium branded real estate
• Expands the branded residence segment beyond traditional hotel-led developments