For high- and ultra-high-net-worth individuals seeking exquisitely designed homes in the very best locations, with an unprecedented level of integrated service, branded residences are proving the perfect purchase
Imagine your dream home, beautifully designed and thoughtfully conceived for modern living, complete with access to the amenities of your favourite five-star hotel brand – from Michelin starred meals to massages.
Seamlessly integrated with Dorchester Collection’s 45 Park Lane hotel, it’s the epitome of discreet luxury in a landmark location
Branded residences across the globe are elevating the concept of luxury residential to a whole new level, and increasingly, more and more discerning purchasers looking for the very best in services, quality assurance and security are buying into the market.
A branded residence is a residential property which is associated with an established brand, in most cases a luxury hotel operator; the brand provides the property with its branding, services and amenities. Such residences are certainly not a new concept – almost a century ago, in New York, the Sherry-Netherland hotel opened with luxury apartments overlooking Central Park – but in recent years, such projects have rapidly gained popularity. The latest market report from Savills reveals that, globally, “there are 740 completed developments with another 790 expected to be delivered by 2031”. And London is no stranger to the market, with increasing numbers of new projects planned across the Capital. Here, the teams behind two existing developments introduce their exclusive offering. Time to dream…
Mayfair Park Residences
Serviced by Dorchester Collection
Describe your location
At the heart of London’s most prestigious neighbourhood, Mayfair Park Residences sits right off Hyde Park. With Bond Street, Berkeley Square, and the city’s finest dining just steps away, the address offers both seclusion and access. Seamlessly integrated with Dorchester Collection’s 45 Park Lane hotel, it’s the epitome of discreet luxury in a landmark location.
What kind of homes are available?
Designed for discerning buyers, the last few residences range from chic one-bedroom apartments to an opulent four-bedroom subpenthouse and an expansive duplex townhouse. Each home is generously proportioned – from 778 sq ft to over 3,600 sq ft – ideal for elegant city living or a luxurious pied-à-terre.
Tell us about the building and the interiors – what’s the design concept?
Mayfair Park Residences is a bold architectural statement by PLP Architecture – a modern classic marrying restored Georgian façades with sleek, contemporary design across six striking elevations. Inside, Jouin Manku’s interiors are timeless yet innovative, blending historical detail with bespoke materials like leathered marble and artisan-crafted finishes, creating homes that are both luxurious and deeply personal.
What amenities are on offer for residents?
This is London living elevated. Residents benefit from full Dorchester Collection services – think 24-hour concierge, valet, housekeeping, and in-residence dining. There’s also a private wellness floor with a pool, spa, gym, and treatment rooms, ensuring every comfort is met with quiet perfection.
What’s the price point?
Prices start at £4.5 million for a one-bedroom residence, rising to £23.7 million for the grandest four-bedroom home.
dorchestercollection.com/residences/mayfair-park-residences
The Owo Residences. Top: © Grain London Ltd Bottom: © Simon John OwenThe OWO Residences
by Raffles
Describe your location
The OWO is situated at one of London’s most historically important and powerful addresses. The former Old War Office building has undergone a monumental transformation and is home to nine destination restaurants and three bars, a 120-room hotel, Raffles London at The OWO, and 85 Raffles branded residences.
The OWO directly faces Royal Horse Guards and lies within easy walking distance of the Capital’s highlights. Residents are just a short stroll from Buckingham Palace, The National Gallery, The Tate, The Royal Academy, St. James’s Park, Embankment and the South Bank, as well as the sought-after shopping streets of Regent Street, Bond Street and Jermyn Street.
What kind of homes are available?
The OWO offers 85 Raffles branded private residences, the first branded residences from the luxury hotel group in Europe, ranging from duplex, lateral and penthouse residences. In terms of size, the residences range from studios to five beds, each has been meticulously designed to blend heritage with modernity, and can be tailored to the individual’s preferences upon purchase.
Tell us about the building and the interiors– what’s the design concept?
The Grade II* listed Old War Office (now named The OWO), originally completed in 1906 by British architect William Young, is steeped in history. Formerly the site of the original Palace of Whitehall, home to royalty between 1530 and 1698, The OWO has witnessed world-shaping events whilst influential political and military leaders, including Winston Churchill and David Lloyd George, held office there. It was also John Profumo’s base when he was Secretary of State, and inspired Ian Fleming to write the James Bond novels after working for Britain’s Naval Intelligence Service and spending time in the building.
Leading architects EPR Architects restored and converted the Old War Office into the Capital’s nest Raffles branded residences and the fi rst Raffl es hotel in London, while the residences were designed by award-winning interior architects 1508 London. The final design of The OWO included a series of rooftop extensions along with six new basement levels, integrating the already strong personality of key spaces with new areas that offer facilities for hotel guests and residents, such as a grand ballroom, the destination spa, restaurants, bars and a car park.
Each of the branded residences was carefully crafted to complement the existing fabric of the historic building
Each of the branded residences was carefully crafted to complement the existing fabric of the historic building
The building has such incredible history and character; from the get-go, EPR Architects intended to keep its authenticity alive. They set out to preserve an iconic building and create a living landmark that could be enjoyed by local and international visitors alike. They worked to preserve the heritage features unique to the original Grade II* listed building, whilst also creating a luxurious contemporary design with modern-day innovations. The original façade has been largely retained and sensitively cleaned and restored to its former glory, with the original stone Portico meticulously reinstated as a grand hotel entrance. The iconic grand marble staircase and second-floor staterooms within Raffles London at The OWO are particularly outstanding, and these key spaces – along with the external quadrangle courtyard – remain the anchor points in the masterplan.
Each of The OWO’s 85 branded residences is a distinct expression of British design excellence and has been carefully crafted to complement the existing fabric of the historic building. As such, each is unique in size and layout, including duplex, lateral and penthouse residences. Two spectacular turret residences, elevated above the London skyline, offer an address like no other. London’s most iconic address, The OWO Residences by Raffles is home to five show apartments by a handpicked roster of the UK’s most revered design studios: Sims Hilditch, StudioMorey, Angel O’Donnell, HBA Residential, and Accouter.
What amenities are on offer for residents?
All residents at The OWO enjoy access to over 30,000 sq ft of private amenities designed by the award-winning practice 1508 London. Taking inspiration from the Old War Office’s original features, the firm has reinstated architectural details with authenticity while introducing new spaces that boast both grandeur and proportion.
Amenities include a fully equipped wellness suite, gym, picture room, cinema, games room, private dining room, and lounge areas set within the building’s historic shell. A landscaped courtyard by 1508 provides a verdant centrepiece, while residents also gain privileged access to The Raffles London Spa, operated by Guerlain and Pillar Wellbeing.
How much does a home here cost?
Each of the residences is unique, however, prices start from approximately £4 million for a one-bedroom property, £8 million for a twobedroom, £10 million for a three-bedroom and £17.4 million for a four-bedroom.
theowo.london/the-owo-residences
