One of the most interesting sessions at the recent Phuket Property Exchange by C9 Hotelworks focused on branded residences, a sector that has quietly become one of the most important forces shaping Asia’s luxury property market, with Thailand firmly at its centre.
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‎According to the report, Thailand’s branded residences market reached THB 1.3 trillion in 2026, representing a 30.3% year-on-year increase. The kingdom now has 13,124 branded residential units.
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‎Phuket leads the resort segment with 3,465 units, while Bangkok dominates the urban market with 5,031 units. Condominiums account for 96% of all supply, and nearly half of all projects sit within the luxury tier.
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‎Perhaps the most notable finding, however, is that the market is no longer driven exclusively by hospitality brands such as Banyan Tree and Anantara.
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‎Among the projects highlighted in the report is Porsche Design Tower Bangkok – and few developments illustrate the evolution of branded residences better than this one.
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‎Because Porsche is not really selling apartments. ‎Porsche is selling a lifestyle.
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‎Developed by Ananda Development in partnership with Porsche Design, the project in Thonglor will become the third Porsche Design residential tower in the world, following projects in Miami and Stuttgart. Completion is scheduled for 2028.
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‎The numbers are impressive even by ultra-luxury standards: 22 private residences on 21 floors; unit sizes ranging from 525 to 1,135 sqm; prices start from THB 525 million and go beyond THB 1 billion.
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‎In practical terms, each residence is larger than many luxury villas in Phuket while located in the center of “Bangkok’s Soho.”
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‎Yet the real story is not the size or the price, but what the project represents. ‎Branded residences have evolved significantly over the past two decades. The buyers no longer pay just for hotel services attached to residential ownership. They are buying affiliation with a brand that already defines part of their lifestyle.
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‎For Porsche clients, the automobile is often more than transportation. It is a statement of personal taste, engineering appreciation and social identity. ‎The tower extends that relationship into architecture.
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‎Its most talked-about feature is The Loop, a spiral vehicle ramp that allows residents to drive directly to private garage spaces integrated into their homes. Porsche refers to these as Passion Spaces – turning a car collection into part of the interior design.
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‎The architecture itself incorporates references to Porsche vehicles, including design cues inspired by the Porsche 911 Targa and the Mission R concept car. A distinctive illuminated rooftop crown echoes the brand’s signature rear light bar.
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‎Residents will also have access to private pools, double-height living spaces, wellness areas, entertainment rooms, wine cellars and concierge services designed for a highly exclusive clientele living between Miami, Dubai and now Bangkok.

‎‎For Phuket observers the project is interesting as a glimpse of where branded residences are heading next.
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‎The island’s branded property market has traditionally been dominated by resort brands. ‎Porsche Design Tower demonstrates the next stage of the sector’s evolution and one of the defining themes of luxury real estate across Asia over the next decade.