In 1927, when the Sherry Netherlands Hotel introduced the “branded residence” model, which combined the luxury and professional services of a hotel with the privacy of an apartment, the concept of “branded living” was born. Over the past two decades, as branded real estate has exploded, the concept has become popular in markets such as the United States, the United Kingdom, the United Arab Emirates, and Thailand.
In Vietnam, the concept of branded living was only realized and introduced to customers when the branded Marriott apartments in The Lake Tower, Grand Marina, Saigon – the first Marriott branded apartments in Vietnam by Masterise were handed over and opened.
So, what exactly is branded living?
Living at an address that confirms your status
Saigonese people have a saying, “Eat in District 5, sleep in District 3, be extravagant in District 1”. The address of District 1 has long been considered synonymous with a lavish, affluent lifestyle, where the city’s upper class congregates.
Million-dollar view from the Marriott branded apartments. Photo: Masterise Homes
Branded living at Grand Marina, Saigon goes beyond that level of luxury because the project has a rare prime location on the riverside land in the center of District 1, and is also associated with the Marriott brand. Marriott branded apartments not only connect conveniently with the bustling urban life but also offer residents a million-dollar view. In addition, with the city’s planning, Grand Marina, Saigon will become the focal point of the new riverside square with branded apartment towers, an office building combined with a commercial center, an underground metro station, a walking street, and a riverside park.
Living in a luxurious Marriott-standard space
Marriott entered the hotel industry in 1957 and now has approximately 600 Marriott hotels worldwide. That 67-year history and brand recognition are the “essence” that the brand always preserves in any branded real estate project.
“It is very likely that our branded apartment buyers have stayed at one of our Marriott hotels,” said John Hearns, Senior Vice President, Global Branded Residential Project Execution for Marriott International. “And they have a certain expectation of a Marriott space in their mind. So we want to make sure that when they walk into the Marriott branded apartments at Grand Marina, Saigon, they can affirm that this space experience lives up to their expectations.”
The main hall area with a Marriott standard design. Photo: Masterise Homes
From the warm color palette, natural materials, to the smallest details such as the miniature toilets for the little residents in the Kid’s club, or the high-quality carpet that ensures soundproofing for the cinema. On top of a luxurious living space, residents of Marriott branded apartments find elegance and sophistication in every corner.
Living with the care of butlers
The Marriott team at The Lake Tower is called “butlers”, not regular management staff. That title emphasizes their comprehensiveness and initiative in managing and operating the Marriott branded apartments. They are masters of the art of hospitality, always observing subtly to understand and anticipate the needs of residents before they even speak, thereby delivering exceptional living experiences.
The Marriott butler team and senior leaders at the opening ceremony of the Marriott branded apartments at The Lake Tower. Photo: Masterise Homes
On a busy morning, you may be handed a hot cup of coffee to go that suits your taste as soon as you come downstairs. Or just by observing for a few minutes, Marriott butlers will know that you are left-handed; from then on, they will always serve drinks on your dominant side. Or they remember special occasions like birthdays, wedding anniversaries to bring you and your loved ones little surprises.
Living with a like-minded elite community
Grand Marina, Saigon residents are people who have enough financial resources to live anywhere, whether in Vietnam or abroad. Their choice to live here not only demonstrates their trust in Marriott’s service quality but also reflects their refined living “style”.
That choice creates a circle of outstanding individuals who are like-minded in their thinking and lifestyle, including successful entrepreneurs, foreign experts working at Marina Central Tower, A-list artists from the entertainment industry, and Vietnamese people returning to the country after years of studying and working abroad. Through community events, they have the opportunity to connect, thereby expanding their relationships and opportunities for cooperation.
The Marriott branded apartments are also a gateway to the world’s elite community, especially for future generations. Living here can already subtly “show off” your family’s background, thereby making it easier for your children to enter prestigious private schools or elite world clubs.
“Branded living” is a fairly new experience in Vietnam, but over time, as residents move into Grand Marina, Saigon in increasing numbers, the concept will become more widely known. More than a formula, it is an individual’s perception when they put themselves in a branded space, because the pinnacle of luxury is personalization and touching emotions.
