- The emirate now has 48,474 branded units across 144 developments, with over 5,500 delivered in the first six months of 2025 alone.
- New projects like Hadley Heights 2 highlight a shift towards health, wellness, and identity-driven living.
Dubai has overtaken traditional strongholds such as New York, London, and Miami to become the world’s leading market for branded residences. The city now counts 48,474 branded homes across 144 developments, 5,510 of which were launched during the first half of 2025. This record-setting growth reflects the increasing importance buyers place on lifestyle, wellbeing, and community in their property choices.
Such demand is demonstrated by premiums of between 40–60 per cent compared with unbranded luxury homes, signalling strong buyer appetite for residences that combine brand credibility with enriched living experiences.
“Today, a home is no longer just a physical asset; it’s an extension of one’s values and ambitions,” said Rui Liu, Chairman and Founder of LEOS Developments. “The rise of branded residences in Dubai reflects a natural evolution of how people want to live, as we’re seeing a shift from purely transactional buying to a more intentional kind of living, where wellbeing, community, and purpose carry just as much weight as location and square footage.”
The trend is also expanding brand partnerships beyond the fashion and hospitality sectors, with new collaborations that emphasise purpose and performance. Hadley Heights 2 by LEOS Developments, created in partnership with three-time Olympic champion Tom Dean, introduces the world’s first Olympic-branded residential scheme.
The development features a bold aerodynamic design and incorporates advanced wellness and digital technologies. Residents benefit from an Olympic-grade lifestyle offering, including AI-powered gyms, rooftop tracks, CrossFit areas, sports simulators, and children’s play facilities, all designed to encourage active, holistic living.
Located in Dubai Sports City, Hadley Heights 2 enjoys prime access to Sheikh Mohammed Bin Zayed Road, Hessa Street, and major landmarks such as Dubai Marina and Palm Jumeirah. Proximity to top schools, golf courses, and elite training academies makes it highly attractive to both families and investors.
As Dubai delivers on its 2040 Urban Master Plan, branded residences are expected to play a key role in advancing sustainable and wellness-focused communities. With projects like Hadley Heights 2, Dubai is setting a new global benchmark for how lifestyle and identity shape real estate.
