When Luxury Becomes Ordinary: The Era of Luxury 2.0 and Pure Real Estate

When “Luxury” Becomes Ordinary

In today’s high-end real estate market, many projects boast premium amenities and materials—soaring ceilings, natural stone lobbies, infinity pools, and state-of-the-art lounges, gyms, and spas. These features, once symbols of luxury, have become commonplace, making it difficult for developments to stand out.

Consumer behavior studies reveal that affluent buyers are increasingly prioritizing the quality of living experiences over a checklist of amenities. For them, a luxury home is defined not by its blueprints or brochures, but by the real-life experience it offers.

Affluent buyers now prioritize living experiences over mere amenities. (Image: Pinterest)

Research shows that the ultra-wealthy seek real estate not just for living or investment, but to reflect their values and personal identity. This trend highlights that high-end buyers view their homes as spaces that embody their unique lifestyle, rather than mere assets.

Vietnam’s middle and millionaire classes are booming, with approximately 19,500 millionaires and a projected 25% increase by 2025. This growth fuels demand for refined, private, and experience-rich living spaces. Today’s elite buyers are not just purchasing homes—they’re investing in enjoyment. This shift redefines luxury: instead of flashy symbols, they seek intrinsic value and long-term benefits.

“Luxury 2.0” – The New Standard for the Elite

Globally, real estate is transitioning from ostentatious luxury to “quiet luxury” and “pure luxury.” If Luxury 1.0 was about grandeur and status symbols—vast mansions, supercars, and visible logos—Luxury 2.0 celebrates subtlety and personal depth. Luxury is now expressed through curated, slow-paced experiences rather than material display.

Luxury 2.0 emphasizes subtlety and personal depth in real estate. (Image: Meygroup)

According to Fortune, luxury homes are shifting from sprawling estates to refined residences that prioritize comfort and craftsmanship. Buyers now value sustainability, style, and functionality over size.

Experts agree that Luxury 2.0 is not a fad but a defining force in high-end real estate for the next 5–10 years. Each home becomes a unique statement of the owner’s lifestyle and cultural sophistication, not a showcase of wealth.

Meygroup’s Philosophy of “Pure Real Estate”

Amid this shift, Meygroup—a leading Vietnamese real estate brand under the National Brand Tân Á Đại Thành—is pioneering “Pure Real Estate” based on three pillars: Ecology, Purity, and Connection.

Ecology focuses on creating balanced, green, and sustainable environments for health. Purity ensures clean water, air, and living conditions for physical and mental well-being. Connection fosters community and harmony between people and nature.

“We aim to use technology to create balanced spaces where people live in harmony with nature, enjoying purity and sustainable connections daily,” says a Meygroup representative.

This philosophy stems from the belief that homes are more than shelters—they’re spaces for deeper living. In the Luxury 2.0 era, real estate reflects the owner’s lifestyle. Galia Hanoi exemplifies this philosophy, and Meygroup’s upcoming project, Rivea Hanoi, embodies Luxury 2.0 ideals.

Located in Vĩnh Hưng (Hoàng Mai), near Ring Road 2, Rivea Hanoi offers both connectivity and seclusion. Inspired by cascading waterfalls, its design symbolizes continuous flow, connection, and timelessness.