Scheduled for handover in 2027, the launch of the first branded residences in Paris, Maybourne Saint-Germain signals a structural shift in Paris’s ultra-prime market – from heritage-led scarcity to service-led, globally standardised luxury, with pricing likely to reset the city’s top end.
At a glance
- 23 top-end branded residences will launch alongside 101 rooms and suites at the Maybourne Saint-Germain hotel in the upscale Saint-Germain-des-Prés neighbourhood in the 6th Paris arrondissement.
- The new Paris address is backed by the ultra-luxury hotelier Maybourne Hotel Group brand, which also owns London heavyweight, Claridge’s.
- Maybourne Saint-Germain builds a new layer of history in the 17th-century Îlot Saint-Germain on the Rive Gauche – a listed building and former Ministry of Defence headquarters.
- Pricing is yet to be announced, but early forecasts position Paris’s first branded residences as some of the most expensive homes in the French capital, with figures starting from €5 million.
- The project is expected to attract significant foreign interest. Buyer composition will be primarily international, with 70% American, followed by buyers from the Middle East and Asia, and a minority of French investors seeking exceptional heritage assets in Paris says Savills.
- Residents will have access to a private swimming pool and six food and beverage outlets as the hotelier positions the site as the upscale ‘living room’ of Saint-Germain-des-Prés.
- The property will also feature an outpost of Maybourne’s new wellness brand Surrenne which will be one of Paris’s largest luxury spas and health club offerings when opened.
- Paris’s status as a wealth hub makes diversification in its luxury real estate offering crucial to align with global trends. Scarcity of prime and ultra-prime new homes built to international standards, makes the Maybourne Saint- Germain a standout, trophy asset in the City of Light.
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In a city where history and scarcity are the twin currencies of prestige, 23 apartments at the palace-style The Maybourne Saint-Germain hotel in Saint-Germain-des-Prés offers a concentrated shot of both.
Still riding the crest of its post-Olympic Games close-up, the upscale Parisian quarter of Saint-Germain-des-Prés in the 6th arrondissement provides a cultural anchor to the soon-to-launch 101-key The Maybourne Saint-Germain housed in the storied, 17th-century Îlot Saint-Germain on the Rive Gauche.
Fringed by a inner courtyard garden, 23 ultra-prime branded residences complete the landmark project – the first branded residences in the City of Light that riff off glossy, new build ultra-prime homes with the bones and scale of a heritage asset rooted firmly in Parisian palace-style vernacular.
International realtor Sothebys expects prices to hover around €6 million per apartment with official prices starting from €5 million, far exceeding the average for even the most sought-after Parisian districts.
In a Paris trophy home market that operates in whispers, at around €55,000 per square meter, they’re significantly more braggy – about twice as expensive as the mansions on the tree-lined boulevards in the surrounding 7th arrondissement, which generally hover around €25,000 to €30,000 per square meter, according to data from Sotheby’s International Realty.
However, the projected €6 million per apartment stands in the shadow of a recently launched three-bedroom residence in Hôtel d’Orgemont, an 18th-century private mansion in central Paris looking over the Élysée Palace, on the market for €14.5 million (US$16.6 million).
Beverly Hills swagger with French bone structure
Two renowned French interior designers were brought in to give colour and flair to the residence-end of the project.
Blending Parisian grandeur with shiny add-ons, Pierre-Yves Rochon will design seven units located along Rue Saint-Dominique, while Laura Gonzalez will bring to life the remaining sixteen residences on Rue de l’Université.
Residents will also have exclusive access to Surrenne, Maybourne’s new wellness and longevity brand, which will be one of the largest luxury spas and wellness clubs in Paris when it opens its doors.
Among the already announced resident-only amenities is a private 25-meter pool with a choice of six public-facing restaurants, bars and cafes, including a Japanese restaurant, patisserie and a Salon de Thé, which the hotelier hopes will become the ‘living room of The Rive Gauche’ – Paris’s artistic, literary and cultural bookshelf.
Hotelier heavyweight with elite hospitality portfolio
There was plenty of savoir-faire and hotelier fairy-dust in transforming the 17th century former convent, literary salon, and most recently, the headquarters of the French Ministry of Defence.
The project is being delivered by the Qatari-backed Maybourne, the luxury hospitality heavyweights behind London’s big-ticket hotels Claridge’s,The Connaught and The Berkeley.
An ambitious project even for the ultra-luxury hotelier and part of the group’s ambitious expansion strategy outside of the UK , the previously off-limits building is opening up to a guests primed for elevated French hospitality with the stage presence of its older sister, the grande dame Claridge’s drawing initial interest.
Part of an aggressive global expansion strategy, the opening will mark Maybourne’s first hotel and apartments in Paris, its second in France and the first branded residences in its portfolio – a significant trophy asset in the group’s growing cabinet of global destinations.
With plans to triple its portfolio over the next decade, alongside a Paris outpost, Maybourne is working on the renovation of a historic building in the UK and the development of new hotels in New York and Dubai with planned expansion into Asia, with projects in Tokyo and Singapore.
Paris’s first branded residences - ticking the boxes
An outlier among global gateway cities and yet untouched by the branded
residences model – an established part of the top-end markets in many top-tier cities – the segment targets high-net-worth international investors that value high-quality, lifestyle-led homes backed by the weight of globally recognised brands.
Particularly appealing to globally-nimble buyers seeking a second residence in Paris, flexible, lock-up-and-leave homes supported by hotel-style services have strong long-term investment fundamentals for the jet-in, jet-out.
Healthy interest in branded residences in the last few years is closely tied to the significant growth in the ultra-high-net-worth (UHNW) and high-net-worth populations used to top-tier lifestyles and benchmark levels of luxury living.
With land scarcity and lack of development potential for new build homes in the capital’s fashionable arrondissements, a large portion of Paris’s ultra-prime sector sits quietly within time worn 19th century Hausmannian buildings or freestanding, historic Hôtels Particuliers.
Renovated, family-sized apartments with large footprints, penthouses with views of the Eiffel Tower and generations-owned urban mansions offer exceptional architectural charm and cultural heavyweight, but lack the mod-cons and layouts that global-high-net-worth clients are accustomed to.
Reinforcing the resilience of the branded residential model across market cycles, Savills’ latest Global Brand Premium Study confirms that branded residences continue to command a global average premium of 33%, with established and emerging cities both averaging 30%.
Is Paris ready for the world’s super rich?
Catalysed by the 2024 Olympic Games, France’s international pull is strong and Paris continues to reinforce its image as a wealth-friendly city despite wobbly domestic policy headwinds, offering stability from both a lifestyle and investment perspective.
As safety and wealth preservation is thrown into even sharper relief, mounting geopolitical instability may see wealth default (back) to traditional wealth hubs such as Hong Kong, London and Paris which offer the super-rich what’s now genuinely scarce – a geographic bulwark against physical and financial threat.
If instability continues to displace capital from the Middle East permanently, Paris needs to ready itself for a wave of super-rich making moves towards the city’s ultra-prime segment, an esoteric whisper market increasingly defined by hushed transactions, off-market sales, private brokers and family offices.
Paris’s status as a wealth hub makes diversification in its luxury real estate offerings crucial to align with global trends and competition for UHNW capital.
Scarcity of prime and ultra-prime new homes built to international standards makes the Maybourne Saint-Germain a standout, trophy asset in the City of Light.
As France continues to hold a central place in the portfolios – and imaginations – of global UHNWIs, Alexander Kraft, Chairman and CEO of Sotheby’s International Realty France–Monaco, sees the bulk of interest for branded residences in Paris coming from international buyers.
Around 70% of future owners at The Maybourne St Germain are expected to be American, followed by buyers from the Middle East and Asia, and a minority of French investors seeking exceptional heritage assets with all the high-end trimmings.
This suggests Paris is no longer competing locally for capital, but entering the same global allocation pool as London and New York.
Investor notes: As the city of Light’s super prime segment sees tighter inventory and fierce competition for the very best homes in districts such as the 7th, 8th and 16th arrondissements, Paris’s discreet ultra-prime market is about to get a shoutier and significantly pricier signifier of ultra-wealth.
The real question is not whether this project will succeed, but whether Paris is ready to scale this model. If it is, this will mark the beginning of a new asset class in the city.
