As branded residences continue to expand across global markets from Four Seasons to Aman and beyond, developers are weighing the value of aligning with a marquee name versus crafting a standalone luxury identity. This session brings together leaders in hospitality and high-rise development to explore what drives buyer demand, where brand premiums hold, and how experience, service, and design are shaping residential expectations. Hear how global players are making strategic decisions about partnerships, positioning, and long-term value in the evolving world of luxury living.