The Rise of Branded Residences in Asia: Nina Vithlani, Sectorlight
Following the recent Branded Residences Conference in Bangkok, our Founder Priya Rawal sat down with Nina Vithlani, Strategy Director at Sectorlight, to explore how global brands are reshaping the luxury residential market across Asia and beyond.
As a leading creative agency specialising in real estate, Sectorlight has played a pivotal role in launching some of the world’s most ambitious branded developments. With deep expertise in storytelling, brand strategy, and market positioning, Nina brings a unique perspective on what’s driving the rapid growth in this space, and how the world’s most discerning buyers are engaging with it
From the evolving expectations of UHNW clients to the nuances of translating brand DNA into lifestyle-led homes, Nina shares fascinating insights on how branded residences are no longer just a trend, they’re becoming a defining force in luxury property worldwide.
Here’s what she had to say.
Tell us a little about Sectorlight. What do you do, and why do you think your work matters in the luxury property space?
Sectorlight is a global branding and creative agency specialising in launching branded and luxury residences, as well as commercial, hospitality, and mixed-use developments worldwide. With a team of 28 real estate specialists across our London and Dubai studios, we bring over three decades of international experience, having delivered projects in 34 cities over the past 34 years.
We partner with developers, operators, and global brands to connect people with places - from brand strategy, positioning and messaging, through to marketing collateral, digital platforms, and fully integrated campaigns.
In the luxury property space, our role goes beyond aesthetics. We're here to shape the narrative - to distil a development’s essence into something aspirational yet authentic, and connect emotionally with discerning buyers and investors. Particularly within branded residences, where experience and lifestyle are as important as location and architecture, getting the brand story right is critical. That’s where we come in.
What are the main forces driving the global boom in branded residences?
Branded residences have exploded globally; for example, Dubai is forecast to grow from 51 to 121 projects by 2029 (a 137% increase), and Thailand now leads Asia with roughly 23% of the regional market share
The surge in branded residences is being driven by several converging factors. Firstly, we’re seeing significant growth in global wealth, particularly among UHNWIs who increasingly view real estate as both a lifestyle asset and a long-term investment. At the same time, developers are under pressure to differentiate in competitive markets - and a brand partnership, especially with a globally trusted name, offers a shortcut to credibility and value uplift. Buyers today are drawn to the idea of hotel-like living - seamless service, design consistency, and prestige - all underpinned by the security of a known brand. But beyond the practical, there’s an emotional pull: these homes represent a curated lifestyle, not just bricks and mortar.
And why has Thailand taken the lead in branded residences in Asia? Which markets are next?
Focusing on Asia, Thailand stands out as a particularly hot market with about 12,656 branded residence units launched across 55 projects – the most in the region.
Thailand has long had the fundamentals: a strong tourism backbone, a relatively open market for foreign buyers, and a growing domestic appetite for branded luxury. But I believe the real key is how brands have been integrated - not just superficially, but in ways that feel authentic and enhance the overall experience. Looking ahead, we’re watching Vietnam and Indonesia with keen interest. Both have maturing luxury markets, dynamic tourism sectors, and developers who are increasingly brand-savvy. Japan is also one to watch, particularly in lifestyle and wellness-led branded projects.
What are today’s UHNW buyers looking for in branded homes?
The growth of ultra-high-net-worth individuals is a big factor – Knight Frank projects around a 28.5% increase in the global UHNWI population between 2022 and 2027.
They want more than just luxury - they want meaning. Think: customisation, privacy, wellness integration, and seamless service. These buyers expect thoughtful spaces - flexible layouts that adapt to multigenerational use, and technology that enhances without intruding. Crucially, they’re drawn to brands that reflect their identity or aspirations. A residence that tells a story, that signals a certain lifestyle, is far more compelling than one that simply ticks a checklist of amenities.
That’s so interesting and what strategies create emotional resonance with UHNWIs?
Selling branded residences is about “selling a lifestyle, not floorplans”
It’s always about emotion. You’re not selling square footage - you’re selling the promise of a certain life. We’ve found that immersive storytelling is key: narratives that root the project in place, culture, and purpose. With Portonovi, for instance, the marketing centered on forging “a deeply emotional connection with the world’s luxury elite” rather than just showcasing property features. we anchored the campaign in the Adriatic spirit - its elegance, its legacy, and the understated glamour of Riviera life.
Exclusive experiences help too: private previews, curated events, and digital platforms that offer a sense of belonging even before move-in. Every touchpoint must feel personal and elevated.
And natural “the brand” is so important. How do you ensure a brand’s core DNA is translated authentically into a real estate project?
Maintaining a Brand’s Essence: Branded residences must embody the essence of their parent brand, blended with local cues.
It starts with deep listening. Before we even talk aesthetics or messaging, we spend time understanding the brand’s ethos - what it stands for, how it makes people feel, what it can credibly deliver in a residential context.
In the case of Raffles Residences at the Red Sea, you essentially had to “act as custodian” of the Raffles legacy – blending its signature British etiquette, tropical splendour, and Middle East grace – and translate that into a new destination. Yet we were equally careful to weave in local cues - colours, materials, rituals to ensure the place felt rooted in Saudi Arabia, not transplanted from elsewhere.
How do you translate a hospitality brand’s personality into marketing assets that attract buyers?
It’s all about distilling the brand’s essence into a cohesive visual and verbal language.
Hyde Dubai Hills is a great example of bringing a brand’s personality to life – it infused the project with Hyde’s “vibrant, quirky spirit” and a festival-inspired twist on luxury living. We using bold design, edgy typography, and music-led campaign assets to mirror their “festival of living” ethos. We considered every detail - from tone of voice to brochure textures - to ensure the marketing reflected the in-residence experience.
What considerations come into play when introducing a lifestyle brand into a new market?
We have to balance brand integrity with cultural sensitivity.
SLS is known as a modern lifestyle luxury brand. Their proposition is “home to lavish and extraordinary experiences infused with a playful spirit”. A brand like SLS, with its provocative, theatrical flair, might resonate instantly in Miami or Dubai, but required thoughtful adaptation in more conservative or emerging markets. It’s about finding that sweet spot where the brand remains recognisable and exciting, but never feels illelivant to local cues. We work closely with local teams to gauge appetite, tailor content, and sometimes even tweak the visual palette so that what’s cheekly and playful in LA still feels chic in the Red Sea.
What are the opportunities and challenges in marketing non-hospitality branded residences?
We’re now seeing luxury brands outside of traditional hospitality entering the branded residence space – from fashion houses to automotive and even jewellery brands. Dubai, for instance, is witnessing a boom in jewellery-inspired, motoring-themed residences and event football clubs!
These partnerships are incredibly exciting - there’s instant brand recall and often a highly loyal fanbase. A fashion label might bring a sense of artistry or couture detail to the interiors, while an automotive brand may highlight precision, innovation, and performance. The challenge is ensuring the narrative moves beyond novelty. The story must connect emotionally and practically - how does this brand enhance how someone lives, not just how it looks? It requires disciplined storytelling, rich visualisation, and often, new buyer education.
Nina, it all looks so amazing! So what does a typical day look like for you?
No two days are ever the same, which is what I love most about my role. One day we might be working on a giga-project masterplan launch; the next, we could be developing the branding for a standalone luxury residential tower or positioning strategy for an ultra-luxury branded residences project.
Working across diverse markets and time zones - from Europe, through the Middle East, and into Asia means there is always something dynamic unfolding.
What makes it truly energising is knowing that every brief, conversation, and decision contributes to shaping some of the most ambitious, high-profile developments in the world – places that will redefine skylines, transform destinations, and set new benchmarks in design and luxury living.
Thank you so much for your time today. Finally, what does “luxury” mean to you, personally and professionally?
For me, luxury is about thoughtfulness - the sense that every element has been considered and crafted with care. It’s less about price tags or prestige, and more about how something makes you feel: understood, at ease, and inspired.
Professionally, luxury means creating with purpose - building brands and places that are consistent, authentic, and effortlessly memorable. Personally, it’s the gift of time and space: the freedom to slow down, savour moments, and connect meaningfully. True luxury, at its heart, is about enabling those moments through exceptional design, storytelling, and experience.
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Buildings and places need their people. Engaged by a compelling proposition. That’s what we do. Connecting people with buildings and places with intrinsic human dynamics. Insight-led strategies that enable brands to thrive in the lives of the audiences. Be it a home, the workplace or a mixed-use destination. The experience of a brand is much more than just marketing.