As hospitality, lifestyle and residential real estate continue to converge, one sector is redefining what it means to design for living: branded residences. No longer an extension of hotel development, branded residential has matured into a standalone asset class – one that is shaping cities, influencing design decisions and changing how people choose to live. 

What began at the ultra-luxury end of the market has expanded rapidly into lifestyle, mixed-use and urban regeneration projects. The question today is no longer whether branded residential works, but how to make it perform sustainably over time. 

This evolution is reflected at the International Hospitality Investment Forum 2026 (IHIF EMEA), where branded residential takes centre stage with the launch of a dedicated Brand x Residential (BxR) EMEA programme track. 

IHIF EMEA 2026: where concept meets capital

Taking place from 23–25 March 2026 in Berlin, IHIF EMEA builds on more than 25 years as Europe’s leading hospitality investment forum. The event is expected to welcome over 2,500 delegates, including more than 700 investors representing $581bn in assets under management – bringing brands, capital and development expertise into one room. 

This year’s theme, “Returns Redefined. Value Reimagined.”, reflects a fundamental shift in how the industry defines value. Experience, flexibility, ESG and long-term performance are no longer soft considerations; they are core drivers of return. Nowhere is this more evident than in branded residential, where design decisions directly influence absorption rates, pricing premiums, buyer retention and brand equity. 

Introducing BxR EMEA 

Following the successful launch of Brand x Residential in New York, BxR EMEA arrives in Europe as a full-day programme embedded within IHIF EMEA.  Sessions explore the practical realities of branded residences, from deal structures and financing to brand selection, sales, governance and long-term operations. Hotel brands including Accor, Marriott International, IHG Hotels & Resorts and Minor Hotels join non-hospitality brands such as Bugatti and Giorgio Armani to share perspectives shaping the sector. 

Who you’ll hear from 

BxR EMEA brings together the developers, investors and global brands shaping the future of branded living. Speakers include: 

• Enrique Benjumea, Founder, Blasson 

• Mitra Ghamsari, Founder & CEO, Persepolis Investments 

• Helena Amaral Neto, Managing Partner, Luxulting 

• Giovanni Niederhäusern, Senior Vice President, Architecture & Product Design, Pininfarina 

• Enrico Springorum, Head of Branded Real Estate, Giorgio Armani 

• Wiebke Stahl, Managing Director, Bugatti International 

View the speaker list for the broader programme here. 

Discussions examine how brands adapt identity for long-term living, how layouts and amenities affect sales and asset value, and which design decisions are hardest to reverse. Adaptive reuse and mixed-use conversions are also central, responding to Europe’s demand for flexible, durable urban buildings. 

Why this matters for designers 

Branded residences sit at the intersection of hospitality storytelling and residential longevity. BxR EMEA offers architects and designers insight into market direction, what developers and brands seek in design partners, how hospitality and non-hospitality brands differ, and access to relationships that translate into future commissions. Governance, operations and buyer behaviour are part of the conversation, ensuring design intent performs over time. 

A seat at the table 

Sleeper readers can register with an exclusive 10% discount on the current IHIF EMEA All Access rate with the code 26SLEEPER10, gaining full access to the Branded Residential programme, the wider conference and all networking events.