The case for creating locally branded residences in Dubai

Khaleej Times

2 days ago

While international names have dominated the branded residence space, the next evolution should come from within. The region, particularly the UAE, is home to powerful, trusted brands that resonate deeply with local and international audiences.
Imagine residences shaped by the precision and elegance of Rivoli Group, the horological heritage of Ahmed Seddiqi & Sons, the accessibility-meets-style ethos of Splash, or the innovation and connectivity DNA of Etisalat. The creative vision of Rami Al Ali, whose couture elevates fashion to an art form; the global influence of Huda Beauty, a brand that has redefined beauty standards and consumer engagement; and the sustainability-driven ethos of The Giving Movement, which merges conscious lifestyle with style, all exemplify powerful brands born in the UAE.
Even an Emirates-branded living experience could redefine premium lifestyle in the skies and on the ground. Such brands are cultural touchstones, and leveraging them for branded residences would localize luxury and elevate it with relevance, trust, and emotional alignment.
Untapped brand loyalty and cross-vertical integration
While premiums on branded residences are well-documented, few developers are fully leveraging the lifetime loyalty potential of buyers already engaged with the brand in other sectors. Imagine loyalty points or benefits that link a branded residence to airline miles from Emirates, telecom privileges from Etisalat, or exclusive retail access from Splash. This kind of cross-vertical synergy turns the residence into part of a brand journey—not just a home. Developers that build these bridges could unlock powerful retention, upsell, and community-building tools that most luxury projects are missing.
Local identity, global standards
The strength of local branding lies in its ability to blend cultural familiarity with world-class delivery. A branded residence by a regional icon is not a compromise on global appeal—it's a fusion of cultural specificity and luxury. When executed correctly, local brands bring hospitality norms, service rituals, and design language that feel organic to residents while meeting global expectations. Arabic calligraphy in shared spaces, regionally-inspired spa concepts, or hospitality rooted in majlis-style hosting traditions are not decorative—they're deeply functional and emotionally resonant.
Competitive differentiation in a saturated landscape
In markets like Dubai, where international branded residences are proliferating fast, local brand collaborations offer differentiation with depth. They avoid the fatigue of global sameness. While many projects now boast a fashion or automotive brand, few can claim emotional ownership of place. A local brand brings with it heritage, trust, and market familiarity. This attracts not only regional buyers but also appeals to international investors seeking a more authentic and deeply connected experience in the market they invest in.
Economic multiplier effects
Investing in locally branded residences also stimulates local economic ecosystems. Collaborative projects create value chains across design, marketing, operations, and retail that remain within the region. A partnership with a local brand can drive demand across the brand's core business. For example, a Rivoli-branded residence could open in-house boutiques, watch clubs, or service centers that generate parallel revenue. A real estate tie-up with The Giving Movement could integrate sustainable lifestyle amenities and retail that attract eco-conscious residents. The idea is to transform the branded residence from a static asset into a living commercial ecosystem.
The emotional edge: Trust, legacy, and belonging
Trust in a brand often takes years—if not decades—to build. Regional icons like Emirates or Ahmed Seddiqi & Sons have spent generations cultivating that credibility. When that trust is transferred into the residential experience, it creates instant emotional equity. More than buying a space, residents would be joining a legacy. An emotional edge of this nature can't be manufactured overnight, nor can it be easily matched by imported names. In a post-pandemic world where belonging and meaning matter more than ever, local brands can offer a level of emotional permanence that global names often can't replicate.
Future-ready localism
As consumer expectations shift toward sustainability, digital readiness, and cultural intelligence, local brands may be better positioned to respond quickly. They are closer to the market, understand regional nuances, and often operate with more agility than global conglomerates. A branded residence co-developed with a regional telecom like Etisalat could lead the market in smart infrastructure. A collaboration with Home Centre could redefine affordable-luxury housing with fashion-forward interiors and wellness-focused amenities at scale.
Locally branded residences go beyond national pride and reflect a strategic commitment to future readiness.
The writers are founders of DRE, a real estate brokerage firm operating in Dubai since 2007.