The trend of bibelou apartments, imported from Dubai to Bucharest. What do homes with Armani, Versace or Elie Saab labels look like and how much they cost

From a trend that gained momentum almost 40 years ago, when large hotel chains also built apartments for sale within hotels, the concept of branded housing has taken on a new form in recent years. More and more big names in fashion, but also in the automotive industry, are expanding into new areas to generate money, through association. And one of them is real estate.

Ellie Saab TowersPhoto: Elie Saab Towers rendering

Armani, Versace, Bulgari, Bugatti, Mercedes-Benz are just a few of the big brands that have something in common besides the same rich customer base. They began putting their names on luxury buildings all over the world, from New York to Dubai.

The new hot pole for such projects is Dubai, where the sales of branded homes in 2022 were over six billion euros. For comparison, sales from this segment in 2013 were only 2.8 billion euros.

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