Beyond the Front Door: The Rise of Branded Residences

The Ellinikon / Riviera Tower

Once the domain of high-end hotels, world-renowned names like Raffles, Four Seasons and One&Only are now emblazoned not just on resort signage, but on the keys to some of the most coveted homes in the world. Welcome to the era of branded residences, where home feels like the penthouse suite.

These aren't just properties. They're lifestyles. And behind many of them is Rhodium, the discreet yet powerful advisory and operations firm quietly orchestrating the everyday magic of the ultra-prime residential world.

WHERE LUXURY LIVES NOW

Branded residences are not new, but their rapid global ascent is rewriting the playbook on what it means to own a luxury home. From Mayfair to the Middle East, these residences offer more than just bricks and mortar—they promise a level of service, prestige, and trust that mirrors their hotel counterparts.

“Ultra-high-net-worth individuals are no longer content with just owning property—they want an experience,” says Dean Main, CEO of Rhodium. “They want brand consistency, bespoke service, global recognition—and above all, someone they trust to manage it all flawlessly.”

That’s where Rhodium steps in. Founded in 2011, the company has grown to manage a £12 billion portfolio across 40+ super-prime new-build schemes and over 2,000 individual residences in the UK and beyond. Their clients? Visionary developers, legendary hotel brands, and the world’s most discerning homeowners.

Fenton Whelan / Park Modern

FROM RAFFLES TO RESIDENCES

Rhodium’s marketing team brings a pedigree of iconic hospitality launches. Their track record includes the likes of One&Only Resorts, Atlantis The Palm, Dubai, The OWO Residences by Raffles, and Four Seasons at Twenty Grosvenor Square—projects that are as much about legacy as they are about lifestyle.

These branded residences offer homeowners exclusive amenities—think private spa access, 24-hour concierge, valet parking, and even in-residence Michelin-level dining. But what sets Rhodium apart is its meticulous attention to detail, long before the first resident ever steps through the door.

“Our mobilisation teams begin work up to 18 months before a development is complete,” says Jenny Naylor, Head of Marketing. “We choreograph everything—from the resident journey and amenity design to the operational structure and beyond.”

Brockton Everlast / 60 Curzon Street

A HOTEL EXPERIENCE. AT HOME.

Rhodium’s in-residence services rival the world’s finest hotels, from tailored housekeeping and technical maintenance to curated ‘à la carte’ experiences designed in collaboration with each brand and architect. In effect, Rhodium doesn’t just manage a building—they create a way of life.

It’s no surprise then, that the demand for branded residences has surged. For developers, it offers instant credibility and premium pricing. For homeowners, it’s a guarantee of quality, security, and service that transcends postcode or postcode.

And while others scale up, Rhodium takes a different approach. Their portfolio is intentionally limited to ensure a consistently exceptional experience for every resident, in every location.

Northacre / The Broadway

LUXURY’S NEW ADDRESS

With projects like 1 Mayfair, Lancer Square, The Bryanston, and Park Modern under their care, Rhodium’s touch is felt across some of London’s most prestigious addresses. But their reach is global—and growing.

As luxury buyers continue to chase lifestyle as much as location, branded residences aren’t just a trend—they’re a new standard. And Rhodium? They’re the invisible hand shaping that standard from blueprint to move-in day and beyond.

Because in the world of modern luxury, the front door is just the beginning.