As the branded residences sector continues to grow, more and more companies are looking to partner with those firms that are deeply embedded in the space. We recently caught up Michele Galli CEO of The One Atelier to discuss the latest developments.
Hospitality Investor: Branded residences have evolved significantly over the past decade. How would you describe the next phase of the market: maturation, consolidation, or reinvention?
Michele Galli: I would describe the next phase as cultural maturity and, in many ways, a moment of truth for the branded real estate sector. For years, branded residences benefited from rapid expansion and strong market momentum, but today the industry is moving toward more thoughtful integration and long-term vision. We advise on how a brand’s DNA is seamlessly translated into architecture, design and lifestyle. The projects that will define the next decade are those where brand, place and experience create an elevated lifestyle.
Hospitality Investor: Luxury today is no longer just about finishes. What does “value” mean in branded residential design from an investor’s perspective?
Michele Galli: Value is increasingly tied to emotional identity as well as operational resilience. Materials and finishes are visible, but what truly sustains a project is how it frames daily life, the proportions of space, the quality of light and the relationship between private and communal environments. Our priority is design clarity and natural spatial flow to support project longevity and credibility. Deeply considered architecture protects value, reinforces brand positioning and ensures that a residence remains relevant long into the future. We see residences as more similar to private members’ clubs than traditional apartment buildings, where amenities, services and lifestyle combine to shape the buyer experience.
Hospitality Investor: How can developers ensure that design enhances long-term asset value rather than simply increasing upfront costs?
Michele Galli: Our process is rooted in brand and cultural awareness. We begin by analysing the context, brand DNA and long-term operational vision before defining the design language. When architecture, audience insight, location and lifestyle thinking are aligned, projects are adaptable and more commercially secure. The most successful projects are those where the brand partner is embedded across all aspects of the development, from service and usability to interiors and sense of place. That kind of intelligent planning is the most effective way to generate long-term value and credibility.
Hospitality Investor: Where do you see projects overinvesting in design and where are they still underestimating its impact?
Michele Galli: In the past we have seen some developments place strong emphasis on symbolic gestures, such as monumental entrances or highly theatrical spaces, while everyday environments can receive less attention. Family kitchens, wellness areas, amenities and transitional spaces between indoor and outdoor living often carry the greatest emotional and functional importance.
Hospitality Investor: How early should brand, operator, and design teams be aligned to truly optimise both lifestyle positioning and financial performance?
Michele Galli: Brand and developer alignment should always begin at the concept stage. We support stakeholders and advise across brand, operator and design strategy from the earliest stages, ensuring collaboration from the outset so that architectural language, interiors and operations can develop in tandem. The result is not only more authentic storytelling but also a more efficient and financially coherent project.
Hospitality Investor: With so many luxury brands entering the residential space, how can developers avoid brand dilution and create genuine differentiation?
Michele Galli: Differentiation today comes from creating a sense of belonging, an experience that extends beyond the physical residence. Today’s most successful branded projects feel closer to a private owners’ club, where the residents are part of a curated global community with access to events, services and experiences that evolve throughout the year and across different destinations. It is not just about aesthetics; we believe the architecture, service and brand storytelling can work together to shape daily life and long-term engagement. Our focus is translating brand identity into a living ecosystem offering residents a deeper connection to the brand’s world.
Hospitality Investor: What makes a brand extension into residences credible and what are the warning signs that a brand may not translate successfully?
Michele Galli: A credible brand extension into residences begins with a strategic partnership between developer and brand. Residential operators need to be clear about the identity they want to align with and be willing to showcase a brand’s characteristics rather than dilute them to fit a pre-existing idea. The strongest projects emerge when there is a shared intention, where brand ethos, the spirit of place and the target client profile are considered together from the outset. We see success not as a brand proving itself in real estate, but as a truly collaborative journey where developer and brand evolve a unified vision that feels authentic, coherent and deeply connected to its wider context.
Hospitality Investor: From your experience, what design decisions made today will most influence operational performance and resale value five to ten years from now?
Michele Galli: Flexibility may be one of the defining drivers of long-term value. Spaces that adapt to evolving lifestyles, hybrid working and shifting demographics tend to offer stronger long-term investment performance. Equally important is creating a seamless architectural language, one that resists fast-trend cycles while allowing residents to personalise their environment. We focus on design strategies that balance emotional resonance with operational efficiency to enhance both performance and resale value.
Hospitality Investor: You’ll be joining us live at BxR EMEA to share some practical insights on development and design in branded residences. What can the audience expect to take away from this conversation and why is now such an important moment to rethink how branded residences are done?
Michele Galli: I will be sharing practical insights drawn from our work across multiple global branded residence projects, from aligning brand partnerships early to ensuring design supports long-term value creation. This is an important moment because as the market matures, it is becoming more discerning. With more than 24 active projects, we see buyers and investors across the world asking deeper questions about authenticity, longevity and experience. The future of branded residences will belong to projects that integrate architecture, brand identity and operational thinking into a unified vision. This is precisely where The One Atelier’s philosophy comes to life.