Hotel, mall and apartments in one place: discover the new trend in the luxury real estate market

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Residential units can cost up to R$ 4 million and offer convenience and differentiated services. Forecast of the W Residences São Paulo night façade Press Release/ Helbor The trend is not new, but it has caught on: combining residences, hotels, restaurants and shopping centers in a single place has attracted the eyes of high-income customers in the country, due to the difference in comfort and convenience. The movement, according to specialists and entrepreneurs in the sector, has made the so-called “multipurpose developments” gain space, reviving the trend towards the luxury and high standard real estate market. “Over the two decades that we have been in the luxury brand residential space, we have seen a shift in homebuyer preferences as they increasingly seek high-quality, highly-appointed and serviced luxury homes,” said Sarah Khalifa, vice president of development for Marriott International. A development with this profile is W Residences São Paulo, which should be launched by Helbor in August of this year in Vila Olímpia, an upscale neighborhood in the city of São Paulo. The luxury residential project will be a complex that also unites a hotel and a mall, with restaurants yet to be defined. The apartments are not huge, but they will be priced like a grown-up: the units will have between 53m² and 102m² and should cost up to R$ 4 million. This represents prices ranging from R$37,000 to R$40,000 per square meter, one of the highest in São Paulo. According to Helbor’s marketing director, Fabiana Lex, a large part of the complex’s differential lies in the services offered. With hotel management in charge of W Hotel, residents of W Residences SP will be able to use all the services offered by the brand. “They will be ‘pay per use’ services [pague pelo uso, na tradução literal] offered by the hotel to the resident. The resident will be able to order room services, for example, such as maintenance, housekeeping and meals sent by the hotel’s restaurant, in addition to being able to enjoy all the common areas”, says Lex. More is coming In view of the increased demand in the sector, the expectation is that “multipurpose” developments will gain strength, with a series of projects having already been released recently or that should be launched soon in the country. “We see the customer looking for comfort, with a good location and practicality, but we also have the guy looking for a bigger space because he already has a family formed and wants to have more children. This adaptation comes because the sector needs to reach all audiences”, says Helbor’s commercial director, Marcelo Bonata. Still according to businessmen in the sector, more than designs made by renowned architects and constructions based on a sustainable basis, high-income customers have also sought practicality and differentiated standard services within urban centers. “For homebuyers, the desire to live, work and play at home is a trend we are seeing across all markets. Our homeowners are working from their homes and therefore want access to conveniences that fit seamlessly into their lifestyle,” adds Sarah Khalifa of Marriott. In addition, executives also highlight the greater number of remote and hybrid work contracts, which have already increased the popularity of residential products with luxury brands around the planet and should continue to expand the segment. “Branded homes are a global trend that is here to stay,” adds Khalifa.

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