This trend is vividly evident in the world’s most expensive markets. According to a report by luxury brokerage firm Beauchamp Estates and research service LonRes, in 2023 alone, global billionaires and millionaires spent over £1.3 billion on ultra-luxury apartments in London. Most of these properties are located in buildings with multi-layered security, private elevators, underground parking, and access control systems meeting 5-star hotel standards. Notably, the number of newly built apartments priced above £15 million in exclusive areas like Mayfair, Knightsbridge, and Hyde Park has surged by 137%, reflecting a growing demand for private sanctuaries within urban centers.
While luxury was once defined by yachts, diamonds, or fine dining at 5-star hotels, today’s elite experiences are increasingly tied to “intentional seclusion”—living in high-end spaces where every journey is secure and every moment is shielded from prying eyes. Concepts like “concierge security” (5-star safety standards) and “private access” (exclusive entryways) are becoming the new language of upscale living.
Sunshine Group pioneers absolute privacy standards in Long Bien (Image: Noble Crystal Long Bien WorldHotels Residences).
This global trend is reshaping Vietnam’s market. As the elite class grows rapidly in Hanoi and Ho Chi Minh City, the demand for Private Luxury spaces—absolute privacy, security, and seclusion—has become a focal point for discerning buyers. In this context, Sunshine Group’s Branded Residences 5.0 model in Long Bien emerges as the answer to the market’s exploding demand.
Ultra-luxury project in Long Bien features 100% Sky Villas with private pools, gardens, and elevators
Located in eastern Hanoi, Noble Crystal Long Bien WorldHotels Residences epitomizes the Private Luxury philosophy sought by the elite.
The project comprises two 17-story towers with over 400 Sky Villas, featuring unique duplex designs and 95% of units offering unobstructed panoramic views.
Unlike typical apartments, all 400+ units here are Sky Villas with spacious duplex designs, private pools, and gardens, creating “aerial estates” reminiscent of ultra-luxury Branded Residences in Dubai, London, or Singapore.
Each Sky Villa at Noble Crystal Long Bien WorldHotels Residences is likened to a “mini resort” in the sky.
Privacy is elevated with private elevators for each unit (one unit per elevator per floor), combined with Face ID and multi-layered security, ensuring a completely touchless journey from the basement to the Sky Villa. The 95% unobstructed panoramic views further enhance the exclusivity, allowing residents to enjoy the entire skyline without intrusion.
In addition to private resident elevators, the project features dedicated elevators for supercars and Vietnam’s first Autobot automated parking system. For owners of multi-million-dollar car collections, this is not just a convenience but an additional layer of asset protection.
Dedicated supercar elevators at the project.
Despite its focus on privacy, Noble Crystal Long Bien WorldHotels Residences offers a well-planned 5-star ecosystem: landscaped parks, walking paths, outdoor living spaces, premium wellness areas, and a three-story commercial center. Together, these create a modern, convenient, and value-rich environment, offering a “365-day resort-style living” experience.
Long Bien’s first Branded Residences 5.0 managed by BWH Hotels under WorldHotels standards
Recently, Sunshine Group partnered with BWH Hotels, a global hospitality leader, making Noble Crystal Long Bien WorldHotels Residences Long Bien’s first Branded Residences project managed under the WorldHotels brand. This collaboration not only elevates operational standards but also introduces the exclusive One Villa – One Service, treating each Sky Villa as a private hotel estate, offering a rare elite living experience in Hanoi.
The project is progressing impressively, with basement construction completed for both The Emirates (CT5) and The Atlantis (CT6) towers. Above-ground construction has begun, with handover expected from Q4/2026.
Globally, as the ultra-wealthy prioritize privacy, the demand for “urban seclusion” continues to soar. In Hanoi, where inner-city land is scarce, projects combining luxury, privacy, and exclusivity remain highly sought after.
In this context, Noble Crystal Long Bien WorldHotels Residences—with its Sky Villas featuring private gardens, pools, elevators, Private Luxury philosophy, and Branded Residences 5.0 standards—is setting a new benchmark for high-end living, becoming a distinctive symbol of eastern Hanoi’s luxury real estate.
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Sunshine Group’s collaboration with BWH Hotels, a renowned global hotel management group, is set to elevate the standards of luxury real estate in Hanoi. By integrating WorldHotels’ operational excellence into the Noble Crystal Long Bien and Noble Palace Tay Thang Long projects, this partnership is generating significant interest in the high-end property market.
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