Our Services
A centre of excellence for branded residential advisory services
One&Only Aesthesis, Greece
Why Choose Icon Partners
The Icon Partners approach is centred around optimising branded projects at an early stage in order to achieve successful sales results.
As a fully-dedicated branded residences consultancy firm, Icon Partners focusses solely on branded residences advisory services. Our services are tailor-made to fit the requirements of developers, investors, brands and operators, enabling us to offer the most up-to-date market insights and connect our clients with optimal branding partners.
Our history in the sector, our relationships with brands and operators, our track record and our global presence makes us the ideal advisory partner for developers and brands in the sector.
Our Services
Brand Premium Studies
One of the major reasons for the widespread growth and success of the branded residences sector is the premium that can be achieved in sales over non-branded developments.
We work directly with developers to accurately calculate the premium they would achieve in sales in projects assuming certain brands. This empowers developers to take data-driven decisions when choosing which brand to go for.
Mandarin Oriental, 5th Avenue, New York, USA
Brand Selection & Negotiation
The key to a successful branded residential development lies in selecting the right brand and securing the most favourable commercial terms. Whether a hotel brand providing operational management or a high-impact non-hotel brand, we work with clients to select the best brand and negotiate governing contracts.
With long-standing and trusted relationships with the sector's leading brands, Icon Partners brings the right brand to the table and understands how to achieve the best terms for a long-term partnership.
Stellar by Elie Saab, Yas Island, Abu Dhabi
Post-Contract Brand Implementation
Once a brand has been selected and the contract is signed, we support developers throughout the entire post-signing journey — from design coordination and technical fitouts to ensuring every element meets the brand's contractual requirements.
Our hands-on advisory extends from contract signature through to opening, covering design review, brand compliance, staffing guidance and sales support to deliver a seamless branded experience.
Iconic Residences by Pininfarina, Dubai
Brand Sales Funnel
Understanding market dynamics in the locations where our clients operate is essential. We provide comparable analysis, competitor profiling and buyer profiling to optimise development plans. This analysis is converted into market-driven recommendations through our strategic consultancy reports.
Understanding potential buyers — their spatial preferences, expectations for services and amenities, and budget requirements — is critical to successful sales. We provide data-driven analysis of these key motivations, preferences and expectations.
Pagani Residences, Harbor Island, Miami
Brand Strategic Assessments
In many cases, Strategic Consultancy Reports are a required element of due diligence requested by brands and operators before committing to brand a project. A thorough understanding of market dynamics, coupled with design of a product that meets buyer expectations, is crucial to ensuring success.
We provide comparable case studies, market analysis, competitor profiling and buyer profiling to ensure development plans are optimised for the sales campaign. This analysis is converted into market-driven recommendations for branding strategy, unit mix, sizing, pricing, services, amenities and rental programme structures.
Mercedes-Benz Residences, Miami, USA
Testimonials
Aseer — Six Senses
Brand Selection and Negotiation, KSA
"We engaged Icon Partners to assist in the contract negotiations for our standalone branded residences project in Aseer in the South West of the Kingdom of Saudi Arabia. We were very appreciative of their expert guidance which extended beyond negotiation skills; their invaluable insights into brand selection and deal economics ensured that we secured favourable terms in our agreements, leading to the successful closure of contracts with the operator."
Jawad Khan
DMO Chief Executive Office — Aseer, KSA
Brand Portfolio
Access a unique portfolio of 45+ Luxury Brands
Non exhaustive — additional brands on demand