How legal strategy assisted Bugatti's leap into luxury real estate

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.

www.bbc.co.uk/...