We were so pleased to see the BBC's recent coverage of the
extraordinary Bugatti Residences (by Binghatti) project in Dubai, a
development that represents a bold new frontier in luxury brand
partnerships. It was our pleasure to advise Bugatti and Wiebke
Ståhl throughout this prestigious collaboration. The project
exemplifies how iconic automotive brands can successfully extend
their influence into the luxury real estate sector while
maintaining the integrity and exclusivity that defines their
heritage. In a collaboration of this magnitude and complexity,
protecting brand equity is paramount. When a legendary marque like
Bugatti lends its name to a residential development, every detail
must reflect the high standards and uncompromising luxury that the
brand represents. This extends beyond the initial build and launch
phase into the ongoing management of the residences to ensure the
residents' experience and quality associated with the brand are
safeguarded long term.
Our role was to ensure that Bugatti retained absolute control over
the use of its trade marks and other elements of its brand DNA
throughout the project. This meticulous approach is essential to
guarantee that the finished development embodies the exclusive
luxury feel that has become synonymous with the Bugatti name. From
architectural design elements to interior finishes, from marketing
materials to resident experiences, each touchpoint required careful
consideration to ensure alignment with Bugatti's brand values
and visual identity. This level of control helps protect against
brand dilution and ensures that the residences truly represent an
authentic extension of the Bugatti brand, rather than simply
borrowing its prestige.
The Bugatti Residences project demonstrates how strategic legal
counsel can facilitate ambitious brand collaborations while
safeguarding the IP assets that make such partnerships valuable in
the first place.
We are proud to have played a part in bringing this remarkable
project to life and look forward to seeing the Bugatti Residences
set new benchmarks for luxury living in Dubai.
Currently, the US has the highest number of branded apartment buildings, centered on the skylines of Miami and New York, but Knight Frank says that the Middle East, in second place, is seeing the biggest growth. It says this is being "driven largely by rapid expansion in the United Arab Emirates (UAE) and Saudi Arabia". "Branded residences appeal most to individuals with extreme brand loyalty - people who want to live and breathe a particular brand," says Faisal Durrani, head of research at Knight Frank Middle East.