Would you live in a Bugatti?
Some buyers are paying over USD 200 million to do just that.
At the Bugatti Residences by Binghatti in Dubai, a two-bedroom apartment sells for around USD 5.2 million. The upper penthouse? USD 204 million.
That’s a 39× spread.
Not 2×. Not 5×. Thirty-nine.
To put that into perspective: most branded luxury residences show price spreads of 2–5×. Even at ultra-luxury icons like Central Park Tower in New York or One Hyde Park in London, spreads usually cap at 8–10×.
So this is far beyond the norm — even for Dubai.
More Than Real Estate
In short: this isn’t real estate. It’s a trophy asset wrapped in brand storytelling.
The Bugatti Residences are scheduled for handover in Q4 2026, signalling what could be a defining moment for branded ultra-luxury living.
So what makes it credible?
From a brand perspective, it extends the dream. It builds emotional loyalty, unlocks new revenue streams, and turns one-time buyers into lifelong ambassadors. It’s a lifestyle ecosystem — not just a logo on a lobby.
From a customer perspective, it’s full immersion. Buyers aren’t just purchasing square footage — they’re buying identity, narrative, and status. They are literally living inside the brand.
And in the case of Bugatti, that includes:
- A car lift that brings your supercar directly into your penthouse
- Up to 20 private parking bays, rooftop pools, and panoramic terraces
- VIP services such as chef, bodyguard, and butler — all personalised, never standardised
- Just 11 Sky Mansions in total — each one a collectible
According to the project’s own promise, Bugatti Residences is “a one-of-a-kind masterpiece… where automotive artistry meets architectural excellence, and where every curve reflects the spirit of motion and refinement.”
This isn’t just a home. It’s a legacy in the making.
A Growing Global Trend
And Bugatti isn’t alone.
- Porsche Design Tower, Miami made waves with its Dezervator concept
- Aston Martin Residences, Miami highlight high-end materials and multi-level layouts
- Bentley’s vertical villas in Dubai reimagine luxury from the ground up
- Pagani and Mercedes-Benz have joined the space with developments in the US and Middle East
Asia, by contrast, is only just getting started.
Porsche Design Tower Bangkok became Asia’s first car-branded residence. Aston Martin recently announced N°001 Minami Aoyama in Tokyo, its first luxury home project in Japan.
The Question for Asia
Will Asia embrace more of these immersive brand worlds?
Done right, they elevate both brand and buyer.
Done wrong, they dilute equity, confuse the market, and reduce legacy to lifestyle décor.
The lesson is clear: branded residences are not just about real estate. They are about credibility, storytelling, and experience design at the highest level.
So the real question is: when your brand steps into new categories, are you extending the dream — or risking the legacy?
