Q&A with Andrea Busoni, Dreamer Real Estate, on the Growing Appeal of Branded Residences in Italy

Andrea Busoni, general manager of Dreamer Real Estate, the appointed real estate agency for Antognolla Residences, is an expert in the Italian premium real estate market, with extensive knowledge of its intricacies and trends. 

In this interview, he sheds light on the growing popularity of branded residences in Italy, offering an insider’s perspective on how developments like Antognolla are shaping the future of high-end real estate in the country.  

Q: Branded residences have seen a surge in popularity over the past decade. What do you think is driving this growing demand? 

A: The growing demand for branded residences is primarily driven by a shift in lifestyle priorities among high-net-worth individuals. Today’s buyers are no longer seeking just upscale homes; they desire holistic lifestyle experiences. Branded residences offer the perfect balance between the privacy and comfort of a personal home and the exceptional services and amenities provided by five-star hospitality brands like Six Senses.

This unique combination appeals to individuals looking for convenience, security, and wellness focused living. Moreover, branded residences have demonstrated resilience as investment options, often appreciating in value and delivering strong returns, further fuelling their popularity among discerning buyers.

Q: Have you noticed a surge in branded residences across Italy in recent years? 

A: Yes, there has been a notable surge in branded residences across Italy, driven by the global demand for authentic, immersive experiences. Italy’s rich history, cultural heritage, and celebrated gastronomy make it one of the most desirable locations for high net-worth individuals. Many visitors who fall in love with the country during their holidays are increasingly choosing to invest in homes here, and branded residences offer a convenient, secure option with managed services. Additionally, Italy’s stable real estate market and the presence of trusted international brands provide buyers with confidence and investment security, making it a compelling choice for global investors. 

Q: If you had to describe Antognolla’s appeal as a branded residence in a few words, what would they be – and why? 

A: Golf, timeless elegance, nature, and wellness. Golf is a standout feature, with Antognolla’s award-winning championship golf course offering residents an exceptional opportunity for recreation that combines sport, relaxation, and a stunning natural backdrop. Timeless elegance reflects the architectural harmony between Umbrian tradition and modern refinement, ensuring that Antognolla remains relevant and captivating for generations.  

Nature captures the tranquility and beauty of Umbria’s unspoiled landscapes, offering residents a serene escape from the hustle and bustle of everyday life. Wellness embodies the Six Senses philosophy, providing residents with access to world-class spa and health facilities that support a holistic, wellness focused lifestyle. 

Q: What is the long-term vision for Antognolla as a destination? 

A: The long-term vision for Antognolla is to establish it as a world-class lifestyle destination that celebrates Umbrian culture, tradition, and natural beauty. The branded residences are central to this vision, serving as private sanctuaries for individuals who value exclusivity, wellness, and transformative living experiences. By partnering with Six Senses, Antognolla delivers a globally recognised standard of service and quality while preserving the authenticity of the region. This unique combination will attract international buyers, creating a sustainable, year-round community that supports the local economy and positions Umbria on the international map. The branded residences are more than homes; they represent a lifestyle, offering residents a harmonious balance between nature, wellness, and refined living.

Q: What trends do you see shaping the future of branded residences in general? 

A: Several trends are defining the future of branded residences. Sustainability is taking centre stage as buyers become increasingly conscious of their environmental impact. Brands like Six Senses are leading the way with eco-friendly designs, energy efficient solutions, and nature-inspired living. Wellness-focused living is another key trend, with facilities such as spas, fitness centres, and holistic health services becoming essential features, especially in the post-pandemic world where health and well-being are top priorities. Technology is also shaping this space, with smart home systems and app-based services offering residents greater convenience and personalisation. Additionally, buyers are looking for cultural authenticity, seeking homes that reflect the local environment and traditions. Developments like Six Senses Antognolla in Umbria exemplify this by blending local architectural heritage with modern elegance. Lastly, the expansion of branded residences beyond traditional hospitality brands, led by fashion houses and automotive giants, is broadening the market, diversifying offerings, and raising the bar of high-end living.