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Buyers at One Green Way can choose from three types of residence - Panorama, Garden and Horizon. Whilst the Panorama and Garden Residences offer the convenience of condominium living, the spacious five and six-bedroom Horizon villas combine high-spec comfort and 21st century living with wine cellars, chefs’ kitchens and gyms. Home offices and cinema rooms provide the ideal place for working or relaxing. Indoor-outdoor dining areas, terraces and landscaped gardens maximise outdoor-living possibilities in a country with over 300 days of sun. No matter what suits your lifestyle best, every property features kitchens by Gaggenau and cabinetry by Molteni&C, and is finished to the same exacting standard, carefully designed by Vilaça Interiors.
Added to this, One Green Way is within close reach of the Algarve’s thirty-one golf courses, six Michelin starred restaurants, international schools, hospitals, leisure facilities and shopping plazas, One Green Way is ideally located for both permanent and occasional residents.
With no time difference between Portugal and the UK and a flight time of under three hours from London or Dublin, One Green Way is a home-from-home and is proving exceptionally popular with a variety of buyers drawn by Portugal’s tax benefits, the Algarve’s unspoilt coastlines and low-octane lifestyle.
What has driven the recent blurring of the lines between luxury hospitality and residential around the world?
Branded residences emerged as a real estate segment about 20 years ago. For some of the large luxury hotel groups, branded residences are a natural brand extension, trading on a tradition of hospitality, service and high-end amenities. For the buyer, branded hospitality offerings in the residential sector signal a level of luxury, services and expectation and open up a world of experience, as well as creating opportunities to create the wow-factor in marketing. One Green Way combines a luxury residential experience with all the convenience and facilities that usually come with five-star luxury hotels.
Are there any other interesting trends at play in the branded residence/luxury real estate space?
High-end branded residential that delivers an experience is not just the preserve of the luxury hotel groups. Armani, Versace and Bulgari are all high-profile examples of luxury brands successfully moving into the hospitality space. Recently we have seen the automotive sector also moving into the branded residential sector, particularly in hot branded residential markets such as Miami and Dubai.
The pandemic drove a so-called ‘race for space’ as buyers escaped the country to purchase holiday homes and residences; was this trend evident at One Green Way , and how do you foresee the future for global holiday hotspots going forward?
The pandemic was a significant factor, but not the only one, that encouraged overseas owners of property in Portugal to spend more time in their holiday homes, re-prioritise their lifestyles, and in some cases, make Portugal their permanent place of residence. Other important factors include the ease of remote working, with the added benefit that Portugal is in the same time zone as the UK. Furthermore, with Lisbon deemed a ‘smart City’ and Portugal widely regarded as one of the best places in the world to live because of its lifestyle, competitive tax regime and advantageous schemes for non-habitual residents and HNWIs, we believe Portugal will become increasingly attractive to visitors and buyers from other international markets, including the US and the Middle East.
Tell us more about the One Green Way invitational. How does it represent OGW as a brand?
The One Green Way Invitational brings together some of the games’ leading names to play in a mixed pro-am tournament of 60 legends and 60 guest players. Hosted by Green Jacket Partners and investor SPX Capital, the inaugural tournament took place earlier this year to mark the launch of the One Green Way development. The second tournament, head-lined by some of the best-known names in golf will take place in February 2023. We are thrilled to have secured Colin Montgomerie, Bernhard Langer and Annika Sörenstam amongst other golf glitterati, who will be competing for the €332,000 prize money. It promises to be a very exciting few days for everyone involved. My many years’ experience managing Rolex’s global sponsorships taught me that luxury brands need to be impressive both in a functional and an emotional way, and that creating a connection between customers and the brand is as important as the use of materials or designs that are considered traditionally luxurious. The One Green Way Invitational is a wonderful example of how the experience of an unforgettable game of golf has the power to create a deeper connection between the players and the brand itself.
And finally, what’s the best piece of advice you have ever received?
Definitely a quotation that I learned and have never forgotten from my President at IMG Mark McCormack: “I can tell more about how someone is likely to react in a business situation from one round of golf than I can from a hundred hours of meetings.”
