How fashion houses have taken over the real estate market

The logic is clear: the brand wants to manage not just one purchase, but the entire lifestyle of the customer. First you buy an Armani suit. Then you buy Armani/Casa furniture. Then you book a hotel room from Armani. And then you own an apartment where the brand's aesthetics are already part of your life.

The client no longer wants to just wear labels or drive a branded car. He wants to live inside his world. This works as a tool of choice. The brand promises the customer a clear code: architecture, interior, service, circle of residents, level of privacy and lifestyle. Instead of making a dozen new decisions, the customer chooses an already familiar frame of reference.

Therefore, branded residences sell for more expensive than conventional properties of the same class. According to Savills (Savills), the average premium to comparable unbranded projects is about 30%, and in certain markets can be even higher.

In Moscow, this is represented in Armani/Casa Moscow Residences in Yakimanka, the first residential project in Russia created in partnership with Giorgio Armani.

For the Moscow market, this is a rare example when a branded residence does not look like a decorative addition to an ordinary house. Here Armani/Casa works as a full-fledged aesthetic system: a restrained palette, clean geometry, attention to materials, light and textures. Not just an "expensive interior", but a recognizable philosophy of the Armani brand translated into the language of Moscow real estate of deluxe class.