Nobu Danang is continuing the legacy of branded residences — where style, emotion, and identity come together.

The Rise of a New Generation of Branded Residences — Redefining the Pinnacle of Luxury Living

A Century of Prestige, Distilled

In 1927, amidst the dazzling lights and vibrant swing dances of Fifth Avenue, New York, The Sherry-Netherland Hotel made history by offering permanent residences within its hotel — the very first of its kind.

That moment marked a turning point in global real estate: the birth of branded residences.

Since then, countless names have followed the hotelier-branded residence model — offering the prestige and hospitality of luxury hotels in residential form.

But in the early 2000s, a new chapter began. When fashion houses saw an opportunity to extend their brand into real estate, the non-hotelier branded residence model emerged.

Icons like Armani, Fendi, Bvlgari, and Versace led the way. Later, ultra-luxury carmakers such as Porsche, Aston Martin, Lamborghini, and Pininfarina joined the movement — bringing their design philosophy into residential living.

For those who simply seek a refined home with the highest service standards, hotelier-branded residences are a natural choice.
But for those craving uniqueness — a home that feels like a bold Omakase course, where artistry meets daring — non-hotelier branded residences are the ultimate expression.

These developments often bear the imprint of world-renowned “starchitects” and offer unmatched amenities, carefully curated for the global fandom of the brand.

Just as the world was getting used to this non-hotelier wave, a new ‘mix & match’ generation of branded residences emerged — sparking a revolution in the luxury property space.

Amidst this elite evolution, Nobu — a brand born from a vision to elevate dining into an art form — made two bold moves.

In 2013, it stepped into hospitality with its first hotel at Caesars Palace, Las Vegas.
Then, in 2017, it made a breakthrough in branded residences with Nobu Residences Toronto — a project that redefined lifestyle sophistication.

The result? Nobu sold out every single residence in Toronto in just 90 days — securing its place in the new era of branded real estate.

Branded residences are the prized gems in the curated collections of the ultra-wealthy.

A New Destination

16 Nobu Residences have been unveiled worldwide, each crafted with a signature formula that blends the finest elements from the DNA of Nobu’s 81 iconic restaurants and 44 hotels across the globe.

After years of setting new standards in the world’s most iconic cities, the brand now turns its attention to Danang.

Strategically located on the billion-dollar Vo Nguyen Giap boulevard and facing the world-renowned My Khe Beach, Nobu Danang claims a rare seafront position — a location that ensures long-term value and prestige.

The project is brought to life by David Malott, the lead architect behind three of the world’s fifteen tallest skyscrapers.

Soaring to a height of 186 meters with refined, elegant contours, the building has been officially recognized by the Danang authorities as a new architectural landmark of the city.

Nobu Danang also brings together an elite team of design talent: architecture by AI Planet with David Malott as chief architect, and interiors by Clint Nagata of BLINK Design Group — renowned for his exquisite works in Kyoto, the Maldives, and beyond.

The New Generation of Branded Residences: Where Artistry Meets Rare, Bespoke Experiences

This new era of branded residences blends the essence of artistic living with the hallmark experiences that only a few can access.

At Nobu Danang, every amenity inherits the legacy of branded residences while embodying the deep emotional intelligence that defines the Nobu spirit.

From the Katamochi-inspired warm-water pool, to the rooftop sky bar with panoramic heritage-worthy views, from the world-class conference lounge to the wellness recovery center and seafront restaurant — every detail is a tribute to thoughtful luxury.

“Excellence is never for the many.” With a strictly limited number of units, Nobu Danang is seen as a collectible asset — highly coveted by HNWIs and UHNWIs not just to affirm their stature, but to preserve value for generations to come.

This new generation of branded residences leaves a mark with its endlessly transformative spaces — each architectural form a one-of-a-kind, yet all unified by a consistent ethos of service guided by Kokoro: the sincere heart of hospitality.

Kokoro elevates hospitality beyond mere courtesy — it’s in the precisely steeped cup of tea, the perfectly fluffed pillow, and even the silent grace of a staff member gently drawing open the morning curtain.