DOM3 discusses the quality of branded residences and the rise of Marbella as an international benchmark destination
Marbella has successfully positioned itself as an international benchmark in the branded residences market, with brands such as Karl Lagerfeld, Dolce & Gabbana, FENDI Casa, Four Seasons, and Elie Saab now developing projects in the Golden Triangle. The high-quality housing association DOM3 has sparked an in-depth discussion about this rising trend at an event held within the Marbella Design & Art Fair, taking place from October 31st to November 10th at the Marbella Conference and Exhibition Centre.
The actual involvement of international brands in the residential projects being developed in the Golden Triangle, the longevity of this trend, and the high standards of projects driven by local developers compared to branded residences have been some of the key points of discussion led by the high-quality housing association.
The event, sponsored by Aalto Exclusive Design (Main Sponsor), Construmarbel, Heidi Gubbins Interior Design, B Solís, Bulthaup Marbella, Lutron, Charly Simon Photo, Hoppe, and Illusion, opened with a presentation by Esperanza de Justo, Director of Business Development at Colliers, who highlighted the growing importance of sustainable investment in the high-quality housing market.
A roundtable discussion followed, moderated by journalist Mónica Martínez, which brought together key figures in the sector, including Miguel Manzanares from Manzanares Abogados, Ness Yammine from Aalto Exclusive Design, Javier Nieto from Pure Living Properties, Manuel Burgos from MB Arquitectos, and Esperanza de Justo. The debate focused on how the presence of international brands in branded residences and the use of advanced technology are attracting younger, more demanding buyers to the Golden Triangle, especially regarding sustainability.
A Leading High-Quality Destination
Experts agreed that Marbella is internationally renowned for its high-quality standards and thus does not rely on the promotion these international brands offer to attract high-end clients and investors willing to pay a premium for an added level of excellence and services.
“There are destinations where quality is lower, and they need these types of projects to catch the clients’ attention. Many buyers come to my office thinking that branded residences will offer them a higher quality standard than what local companies provide. They schedule several property viewings and then are surprised because most properties exceed in architecture and interior design those branded residences that initially attracted them,” highlighted Manzanares.
In this regard, during the debate, participants praised local artisans such as marble workers, carpenters, upholsterers, and cabinetmakers who ensure exquisite quality in their work, emphasizing that local companies have the capability and resources to meet and even exceed the standards demanded by international brands for the branded residences currently being built in the Golden Triangle.
A Paradigm Shift
The panellists agreed that the demand for sustainable and technologically advanced properties has significantly grown among younger buyers who are increasingly conscious of the importance of environmental responsibility. In this sense, they underscored the importance of incorporating sustainable materials and technologies like augmented reality into designs, allowing buyers to personalise their properties without compromising style and project coherence.
Furthermore, experts highlighted how these aspects also enhance the long-term value of properties. By adopting these approaches, Marbella is establishing itself as a destination that, beyond luxury, offers a commitment to sustainability and innovation, setting it apart in the competitive international real estate market.
Another topic addressed during the roundtable was corporate social responsibility, with experts agreeing on the importance of contributing positively to the environment where they develop their projects.
The event concluded with a consensus among roundtable participants that Marbella is cementing its position as a leader in the high-end real estate market. Branded residences and new trends in sustainability and technology are transforming the sector, attracting a younger, more sophisticated clientele who value a new model of luxury—one that is sustainable, responsible, and enriched by the added value of prestigious international brands.
