Currently, societal demands and trends are changing rapidly. The influence of luxury fashion brands on real estate is significant today. Luxury fashion brands often serve as design inspirations for real estate projects, which can be applied to both the exterior and interior design of spaces to create appeal for users, as well as attract customers and investors looking for projects that embody both brand value and aesthetic beauty, resulting in a unique and memorable identity for people.

Amid the continuously growing luxury fashion industry, the expansion of luxury retail stores is increasing globally (according to Global personal Luxury Goods Market: Bain & Company). This is especially true in the Asia-Pacific market, which is experiencing rapid growth (Jie Zhou 2023, July). The collaboration between luxury brands and real estate developers can be an interesting option to create diversity and foster growth for various projects, both in terms of the architecture of the buildings and the business perspectives of the brands.

Large-scale project developers are now looking for ways to integrate these elements to create new waves in the eyes of the world. The Burj Binghatti Jacob & Co Residences in Dubai, the tallest and most luxurious residential building in the world, is emerging through a collaboration between the real estate development company Binghatti and the luxury watchmaker Jacob & Co. This mega project breaks the traditional design framework of buildings, creating a new era of luxurious living in the heart of Dubai's renowned economic district. This project reflects the ongoing transformation of the modern world.

Looking back at our home, Thailand is a country with a continuously growing market for luxury fashion brands in Southeast Asia, gaining popularity every year (according to Global luxury goods market statistics). If a project like Burj Binghatti Jacob & Co Residences were to be established in Thailand, it could generate increased interest from customers and investors, leading to further growth in the real estate and luxury fashion industries. The Ploenchit-Chidlom-Lang Suan Super Prime Area in the heart of Bangkok is an attractive option if Thailand were to develop such a project, given the potential of the location, which is considered the most expensive land in Thailand and is expected to continue rising in value (according to the Agency for Real Estate Affairs 2022).

As the economic center of Bangkok, which encompasses all economic activities of people and opportunities from foreigners, new mega projects are emerging, such as One Bangkok, Dusit Central Park, Sindhorn Village, and One City Centre, which can attract interest from investors, business owners, and urban dwellers. Additionally, these projects can help enhance the city's infrastructure, preparing it for further development in other areas, including transportation networks and infrastructure, which will be essential for creating new project types that drive growth and establish new landmarks in Thailand.

Thanks for the information from https://manofmany.com/living/architecture/jacob-co-dubai-record-breaking-skyscraper

Article by Charamathee Jantsod, Faculty of Architecture and Planning, Department of Architecture and Real Estate Development, Thammasat University.