Trendsetting Projects
An unexpected common ground has emerged among seemingly unrelated brands such as Marriott, The Ritz-Carlton, Four Seasons, Armani, Aston, Elie Saab, Lamborghini, Martin, Porsche, and Versace—a shared interest in the real estate market. These brands have ventured into the development of branded real estate, creating a competitive arena for ultra-luxurious apartments worldwide.
The involvement of hotel, fashion, and supercar brands has propelled the global branded real estate market to grow by 230% in the past decade, and this trajectory is expected to continue. It is an exclusive playground where elite brands collaborate with top real estate developers.
Following this trend, prominent domestic developers have joined forces with renowned brands such as JW Marriott, Elie Saab, The Ritz-Carlton, and Nobu to introduce projects that redefine the standards of luxury real estate in Vietnam.
In recent years, the Vietnamese market has become acquainted with the concept of branded real estate, with average selling prices starting from USD 12,000 per square meter. Due to limited supply, prices for these ultra-luxurious apartments continue to rise. Acquiring such properties on the secondary market is not an easy task, as most buyers of luxury real estate tend to hold onto their assets or use them as residences, resulting in a very low resale rate.
Branded Real Estate Within Reach of Vietnamese Buyers
Today, Vietnam’s elite go beyond collecting branded jewelry, watches, and cars; they aspire to own ultra-luxurious real estate that meets international standards. In the realm of branded real estate, the focus is shifting from material values—which the top 1% of the wealthy already possess in abundance—to experiences. This new emphasis on experiences offers customers unique, personalized journeys and shapes the profile of the property owner.
According to Savills, Vietnam’s supply of branded real estate has increased marginally over the past three years. Ho Chi Minh City has only one super-luxury apartment project, Grand Marina Saigon, with 1,121 units. Hanoi boasts The Ritz-Carlton – The Grand Hanoi near Hoan Kiem Lake, offering 141 apartments. Additionally, Nobu Danang in Da Nang provides 264 resort apartments for the central region and the whole country.
Nobu Danang occupies a prime location directly on My Khe Beach, one of the top 10 most captivating beaches on the planet.
Nobu Danang, representing not only the central region but also pioneering the branded resort apartment segment in Vietnam, is the first stop in Nobu Residences’ journey through Southeast Asia. Da Nang, with its stunning natural scenery, is a key destination in the brand’s strategy to conquer the world’s most attractive cities in the next decade, offering luxurious and refined standards.
Understanding that the strongest “weapon” of ultra-luxurious apartment buildings and villas worldwide is their location, Nobu Danang is strategically positioned on the last remaining heritage site in Da Nang, boasting breathtaking views of the legendary My Khe Beach and convenient connections to other famous tourist attractions in the city.
Embodying the spirit of Nobu Residences, known for its uniquely shaped, complex architecture that is “tailor-made” to reflect the local culture and the brand’s personality, Nobu Danang resembles a Sensu fan opening up to the iconic My Khe Beach. It boasts an impressive height of 186 meters, subtle setbacks, and an infinity pool suspended in the sky.
Following the ethos of exclusive customer care practiced by luxury apartment brands in the hotel, fashion, and supercar industries, Nobu Danang offers residents access to the world-renowned Nobu Restaurant and other opulent amenities, including a 5-star lobby, private pools, a sky bar, a beach club, a wellness center, and an internationally standardized conference hall, along with highly personalized services.
Nobu Danang introduces 264 pioneering branded resort apartments in Vietnam.
Nobu Danang demanded a super-luxurious and groundbreaking architectural design, executed with the highest standards of completion for a limited number of branded apartments. The role of the developers behind the scenes was crucial in achieving this vision.
In the case of Nobu Danang, the developer, VCRE, not only secured a valuable land plot but also chose to collaborate with the best global partners in their respective fields. These include AI Planet, led by chief architect David Malott, who is responsible for the design of the three tallest buildings in the world today; Bachy Soletanche (France) for foundation and diaphragm wall construction; Blink (Thailand) for interior design; and Nobu for property management. Other notable partners include SDI (USA), Social Light (Singapore), CKP (Malaysia), WSP (Hong Kong, China), and Meinhardt (Thailand), ensuring the project’s excellence.
VCRE has not only demonstrated its financial strength and development capabilities in delivering a resort apartment project that surprises and delights the Vietnamese but has also successfully met the stringent criteria of global connoisseurs, elevating Vietnamese real estate to a new level of recognition on the world stage.
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