The New Face of Branded Real Estate

With impressive achievements, Nobu Residences is considered a prime example of the new generation of Branded Residences, thanks to the fusion of “tailored” services with consistent sustainable core values.

From Culinary Excellence

Many people are familiar with Robert De Niro, the silver screen superstar with prestigious Oscar statues. Additionally, he is a successful entrepreneur, co-founding Nobu, a high-end restaurant that blends Japanese cuisine with Peruvian inspiration, alongside renowned chef Nobuyuki Matsuhisa and veteran producer Meir Teper in 1994.

Named “celebrity hotspot” by Fox News, Nobu is a gathering place for a host of A-list stars, politicians, and public figures.

The enduring popularity among a diverse group of high-end customers has proven that Nobu’s loyal clientele recognize the true luxury value, which lies not in excessive outward show, but in the freedom and comfort to enjoy internally—something Nobu offers through the founders’ deep understanding to create perfectly tailored services for their world.

“People are shocked that this Michelin-starred restaurant has no tablecloths and doesn’t require 20 different glasses. Nobu doesn’t need to be flashy. The focus is on the food,” Thomas Buckley, Chef at Nobu Miami, shared in an interview with Forbes.

The passion for culinary excellence of the seasoned founders, combined with superior quality and service, quickly propelled Nobu from restaurant to hotel business under the Nobu Hospitality brand, confidently expanding into real estate.

After 30 years, the “empire” of Nobu Hospitality, with 77 restaurants, 41 hotels, and 12 branded real estate projects across five continents, has solidified its position as a unique lifestyle brand. By owning prime locations in some of the world’s most charming cities like Malibu, New York, London, Sydney, and Tokyo, Nobu has become synonymous with global luxury and sophistication.

The core of this success lies in a sustainable business philosophy, blending the exclusivity of Western cinematic luxury with the warmth of Eastern hospitality, interconnected by meticulous, refined experiences that care for the body, mind, and soul.

Above all, the brand creates a sense of luxury that stems from its essence, without ostentation or pretense, thanks to genuine, heartfelt connections with its customers.

To the New Generation of Branded Real Estate

When Nobu’s branded residential projects were first launched, many industry experts were curious about the outcome. However, the allure of Nobu, which they were familiar with, transcended beyond culinary flavors and simple hospitality.

The consistency in preserving core values has guided the tailored services at Nobu Residences worldwide. This elevates the experience and perception of customers, as every need is anticipated and met before it arises.

Nobu Residences Toronto (in Canada) has become one of the best-selling branded real estates of the past decade. Additionally, there was a record-breaking $37.3 million penthouse transaction in Abu Dhabi (United Arab Emirates – UAE).

The combination of luxurious real estate with renowned restaurants elevates the brand value significantly. The new generation of branded real estate, represented by Nobu, transcends the traditional playground of luxury hotel management brands. It merges the finest experiences of taste, service, design, and privileges within prime, prosperous locations worldwide.

According to Savills’ research, culinary experiences are currently the number one choice among the most elite experiences sought by the affluent.

Recently, on its journey to conquer Southeast Asia, Nobu Hospitality has partnered with real estate developer VCRE to create its first complex building: Nobu Residences Danang. Located at the iconic intersection of Vo Van Kiet and Vo Nguyen Giap streets, with a frontage directly facing My Khe Beach, the allure of this project is further amplified by Da Nang itself—a city with a “dual identity” as both an international resort destination and a vital administrative and economic center of Central Vietnam.

CEO Trevor Horwell of Nobu Hospitality recognizes that Vietnam, with its large domestic market, is a highly potential destination for Nobu Hospitality in Southeast Asia due to its young population and rapid economic growth. The demand for high-end, innovative service experiences is no longer exclusive to the financially secure group but is also actively sought after by young citizens.