The allure of this asset type stems not only from its superior value in the investment portfolios of the elite, but also from five core defining factors: Prime Location (Position), Unparalleled Privacy (Privacy), Globally Renowned Brands (Prestige), Exclusive Experiences (Privilege), and Enduring Legacy (Preservation)
Position – Unrivaled Locations
Luxury real estate is often found in places considered the epicenter of prosperity: amidst bustling avenues of New York, along the glittering bay of Dubai, next to century-old parks in London, or overlooking the vibrant rivers of Ho Chi Minh City. In any destination, they occupy almost irreplaceable locations, offering characteristic cityscape views and convenient access to key connections within walking distance.
Globally, this could be Crown Residences at One Barangaroo, nestled within Sydney’s iconic harbor and offering breathtaking views of the legendary Opera House; or Six Senses Residences at Palm Jumeirah, with its outlook towards Bluewaters Island and the Dubai Marina skyline.
In the heart of the Ho Chi Minh City supercity, Grand Marina, Saigon, boasts panoramic views of the Saigon River and four new icons of the Orient’s pearl: Marina Central Tower, Landmark 81, Bitexco, and Ba Son Bridge. Assets in these locations are not just sustainable investments but also offer the privilege of living in a historic setting, witnessing the city’s vibrant transformation.
Privacy – Near-Impenetrable Seclusion
For high-profile entrepreneurs and the elite, private jets are not merely a means of transportation but a domain in the sky where curious onlookers are left behind. Luxury real estate embodies this spirit: a secluded yet world-opening space for its owners. From exclusive entrances and professional security teams to personalized butler services, everything functions as a seamless system, creating entirely detached villas or apartment complexes where privacy is respected and protected to the highest degree.
In Vietnam, one of the projects that strongly embodies the aspect of privacy is The Rivus – a floating villa complex bearing the Elie Saab brand, the first of its kind in Asia. Enveloped by waterways, The Rivus resembles a secluded peninsula, detached from the bustling metropolis. With only 121 villas, The Rivus makes a bold statement about seclusion. This goes beyond low population density; it’s a meticulously curated living space for exceptional individuals, fostering a sense of harmony and strong relationships among like-minded residents.
The Rivus’ unique and aesthetically pleasing privacy sets the foundation for connecting owners with shared mindsets, lifestyles, and aesthetic tastes.
Prestige – Globally Acclaimed Brand Associations
In luxury real estate, the accompanying brand is a subtle yet powerful signifier, sometimes helping owners implicitly introduce and position themselves without uttering a word. Names like Marriott, Four Seasons, Elie Saab, Armani, and Porsche not only shape the value of an asset but also evoke a worldview: a lifestyle, a way of appreciation, and a notion of success passed down through generations.
At The Rivus, bearing the Elie Saab brand, one of the first villa owners is a successful female entrepreneur in the beauty industry. It’s not a coincidence that this lady desires a villa bearing the Elie Saab name; it’s a synergy of assets where beauty in various fields is celebrated and amplified.
Privilege – Bespoke Experiences
Beyond brand reputation, luxury real estate opens the world of “bespoke” – where every detail is absolutely personalized. From the Bugatti Chiron Residences in Dubai, featuring elevators that bring supercars straight into the living room, to the Porsche Design Tower, offering in-tower car maintenance services, these become the conventions of a tailored lifestyle for individuals.
At The Ritz-Carlton Residences, The Grand, Hanoi, butler services are elevated to an art form, combined with the brand’s legendary service standards. Every need is anticipated and fulfilled according to the owner’s habits, personality, and preferences. From unscheduled experiences and surprising moments to silent caring gestures, everything satisfies not just living requirements but also touches the deepest emotions of the elite.
The Ritz-Carlton Residences at The Grand, Hanoi offers a branded living experience with legendary services for elite residents.
What’s even more special is that the privilege of owning luxury real estate is not for the masses. Since the days of Sherry-Netherland, this segment has been positioned as the exclusive domain of the elite, the financially powerful, and the exceptional. The scarcity created by limited supply and stringent standards has shaped the asset’s value and, more importantly, formed a selective community where like-minded individuals find resonance in shared values and lifestyles.
Preservation – Enduring Legacy
According to Savills, the value of luxury real estate globally is already 33% higher than that of traditional properties, and it continues to grow by an average of 10% annually from 2015-2024, outpacing the growth of other segments. Beyond sustainable growth, the value of luxury real estate is also defined by the depth of its legacy, intrinsically linked to the land it occupies. In Manila, for instance, the luxury real estate market in the core center of Makati witnessed a staggering 21.2% price increase in 2023, the highest globally at the time, surpassing even Dubai or Shanghai.
At the heart of Ho Chi Minh City, Grand Marina, Saigon, is developed on the historic Ba Son shipyard site. This project preserves over 200 years of Saigon’s maritime industry heritage within the Lotus Sen Park. These legacies are not just conserved but also integrated into contemporary living, ensuring that their stories will be told for generations to come.
The “Bassin de Radoub” scenic lake, with its ship-shaped bottom lined with stones, is located within the Lotus Sen Park, an integral part of Grand Marina, Saigon.
The Dawn of Luxury Real Estate in Vietnam
For almost a century, luxury real estate has continuously redefined and diversified the concept of opulent living through various forms, reflecting the tastes and investment preferences of the global elite. Aside from geographical factors, the essence of luxury real estate is shaped by two distinct worlds: hotelier and non-hotelier.
The early stages of luxury real estate were closely associated with hotel brands (hotelier) due to the natural synergy between living spaces and the art of resident care and hospitality. However, a revolution occurred around 2010 when lifestyle brands (Non-hotelier) entered the scene. From the Haute Couture runways of Elie Saab and Versace to the speed-driven curves of Lamborghini and Porsche, these luxury icons infused their DNA into architecture, attracting clients seeking absolute aesthetic alignment.
While hotel brands dominate with their expertise, lifestyle brands captivate with their unique personalities and worldview. Although the lifestyle brand segment only accounts for 21% market share compared to 79% for hotel brands (according to Savills), its emergence has opened a vibrant new chapter. The dawn of luxury real estate in Vietnam has emerged in recent years through collaborations with hotel management brands. Although still nascent, this segment in Vietnam is witnessing remarkable growth in both quantity and quality, with projects in three major cities: Hanoi (The Grand Hanoi), Ho Chi Minh City (Grand Marina Saigon, The Rivus), and Danang.
Marriott’s branded residential projects in Vietnam are located at The Grand Hanoi and Grand Marina, Saigon. From 2002 to the present, Marriott International has maintained its leading position in the luxury real estate segment, holding â…“ of the global market share.
Among them, The Grand, Hanoi, and Grand Marina, Saigon, are considered luxury real estate associated with one of the world’s most renowned hotel brands. Additionally, The Rivus is a representative and pioneering project in Vietnam’s lifestyle-branded luxury real estate segment, with floating villas bearing the iconic Elie Saab logo at the entrance. This is currently the only version bearing the mark of this fashion legend worldwide.
The presence of heritage brands like Marriott International and Elie Saab in Masterise Homes’ masterpieces is not just a testament but also an affirmation of Vietnam’s new status, leaving its imprint on the international real estate map.
Choosing the Second Floor to Save a Hundred Million: The Biggest Mistake in Buying an Apartment
Assuming that the second floor was the “affordable yet convenient” option, I bought without hesitation. However, just six months into living there, I realized that all the troubles the first floor faced, the second floor shared, and sometimes even amplified.
Is a Corner House Worth Buying?
Should You Buy a Corner Apartment, Even if They’re More Expensive? Despite their higher price tag and popularity among homebuyers, corner apartments come with their own set of drawbacks. So, is it worth investing in a corner unit?
The Multifaceted Sanctuary: A 3-Bedroom Haven at Eurowindow River Park
At Eurowindow River Park, residents of the three-bedroom apartments embark on a daily journey of indulgence. It’s not just about the convenient access to an array of exclusive amenities but also about fostering a deep sense of emotional connection and well-being.
“Be Wary of Personal Data Exposure When Shopping on Social Media”
The challenges of social media shopping are well-known to the E-Commerce and Digital Economy Department of the Ministry of Industry and Trade, with a particular focus on security and privacy concerns.
The Crowned Glory: Redefining Luxury Real Estate in Viet Tri
Classy Crown Viet Tri is an upscale real estate project in the heart of Viet Tri City, promising to deliver an exclusive and unique lifestyle for the elite.
