The new face of prestige

Design, not decadence, is redefining luxury living in New Zealand, and a discerning new audience is taking notice.

It begins quietly; clean lines, natural palettes, and carefully placed lighting that dances across rich natural textures. The kind of luxury that doesn’t shout its worth, it beckons gently to house hunters – and the buyers are listening.

Nationwide, the demand for premium apartments and high-end residential projects is growing. What began as a niche sub-market for the wealthy elite is expected to emerge as one of the market’s strongest performers, driven by design-led developments that merge form, function, and financial resilience.

“Luxury has evolved,” says Bayleys national director of projects, Suzie Wigglesworth.

“Purchasers today have shifted the emphasis away from price, choosing to focus on the experience, curation, and the confidence that comes from quality – both in design and the people behind it.”

A market reclaiming its shine

After two cautious years, momentum is returning to New Zealand’s new-build sector. Independent forecasters predict house prices will rise somewhere between four-and-10 percent over the next two years, while interest rates have reawakened confidence.

Sales volumes are lifting, particularly in the premium segment, where buyers have both the means and motivation to act early in the next cycle.

Recent research from Bayleys Insights, Data & Consulting notes that developers are repositioning to meet this shift. “We’re seeing a pivot away from purely affordable products toward higher-end, design-driven developments,” Wigglesworth says. “That’s where the strongest demand is – from downsizers, returning expats, and investors who recognise quality is resilient.”

More telling is the design evolution: developers are returning to two-level layouts, more generous floorplates, and finishes that reflect enduring value rather than transient trends.

“The next cycle will reward those who build intelligently, and right now, with careful attention to luxurious and lifestyle details that resonate with buyers.”

Global movement with local momentum

New Zealand’s reawakening luxury appetite sits within a larger global narrative.

According to Bayleys’ strategic partner, global property consultancy Knight Frank, branded residences – private homes developed and managed in collaboration with prestigious hotel or lifestyle brands – have become one of the fastest-growing segments of global luxury real estate.

Its 2025 Branded Residences Report shows the sector has expanded from 169 developments in 2011 to 611 today, encompassing more than 162,000 homes worldwide.

Its latest survey assessed nearly 80 luxury brands, from established names like the Four Seasons and Ritz-Carlton to non-hotel entrants such as Bentley and Aston Martin, revealing an increasingly diverse and fast-evolving market.

Wigglesworth says that in New Zealand, branded residences are still a boutique concept rather than a mainstream typology, but the underlying sentiment is the same.

“Buyers want certainty: in design, in management, in value retention.

“Branded residences are really an answer to a broader shift. Buyers want a trusted name behind what they’re purchasing. They want architectural distinction, hotel-like services, and the assurance that every detail – from acoustics to cabinetry has been considered. It’s not flash, it's flawless.”

The Kiwi expression of prestige

That sensibility is shaping some of New Zealand’s most anticipated new developments.

Take Pillars – a limited collection of 20 architecturally refined residences bridging St Marys and Freemans Bays. Developed by Precinct – the country’s largest owner of premium city real estate, Pillars captures a new definition of prestige, anchored in calm sophistication.

Designed by award-winning practice Jasmax, the dual building composition offers a study in balance - city and sea, heritage and modernity.

All 16 residences at Pillars of College span the full breadth of its floorplate, with dual aspects and garden or terrace sanctuaries. By contrast, Pillars of Dublin is an intimate collection of four superbly refined homes.

Within both, the palette is luxurious and deliberate: marble, timber, and careful considerations, including integrated cabinetry that doubles as sculpture.

“This is design that listens,” says Bayleys Projects specialist Louise Stringer, who is marketing the project alongside colleague Dominique Donaghy. “Every square metre has a purpose. It’s crafted for people who appreciate space, privacy and permanence – a new kind of prestige”

Meanwhile, near Auckland’s waterfront, the re-launch of global developer Shundi Group’s Seascape reaffirms the strength of the city’s high-end apartment market.

Rising 187 metres above Customs Street, the tower is a feat of structural and aesthetic engineering – and the tallest residential building ever constructed in New Zealand.

“Seascape embodies what’s next for Auckland’s city living,” says Bayleys General Manager of Projects, Gavin Lloyd. “Elevated design, light and longevity are a priority. Buyers are seeing the advantage of securing an apartment now, with little over one-fifth of the original 221 apartments remaining.

“At the same time, the chance to secure one of the residences, which all enjoy a north aspect, harbour views and access to hotel-quality amenities with a 10 percent deposit, anticipating market recovery over the next few years, is very appealing.

“These are lifestyle investments, people are buying into a way of living, convenience, security, and quiet luxury at the centre of Auckland.”

The psychology of the buyer

Data tells one part of the story. The other is emotional.

Bayleys’ recently released buyer insight data reveals a clear hierarchy of buyer priorities, with low maintenance, location, design quality, and amenity topping the list.

Wigglesworth says that new-build purchasers are increasingly rejecting compromise – choosing smaller spaces that deliver higher satisfaction. “They’re curating their lives.”

“The buyers we’re seeing now are professionals, semi-retired, or seasonal residents who travel frequently. They’re drawn to design-led developments that simplify life without sacrificing beauty. It’s a global mindset, applied locally.”

That mindset is now informing buyer appetite across the residential marketplace – less about “more” and more about better.

Developments that pair strong architectural vision with enduring materiality are selling faster and holding value longer, particularly in premium locations across higher-value markets such as Auckland and Queenstown.

“Luxury in New Zealand once meant large homes, ocean views, and sprawling lawns. Today, it’s measured in lifestyle, enjoyment, and the subtle confidence of craftsmanship,” says Wigglesworth.

From branded global models to uniquely local expressions, Pillars and Seascape, the narrative is consistent: the future of high-end residential development delves deeper, offering both intrinsic and demonstrable value – both of which endure.