What do the world’s ultra-wealthy look for in an apartment today?

Craving a late night serve of King’s Beluga caviar with a glass of 2010 Dom Perignon? It’s as easy as a call to the in-room dining team when you live at One Hyde Park.

When apartments are listed for sale in this London development of 86 residences, the world’s ultra-wealthy come calling.

Attached to the Mandarin Oriental, One Hyde Park gives residents luxury hotel amenity at home.

“It was the first development of its kind that was really ground-breaking,” says Knight Frank partner and head of sales and marketing for Crown Residences at One Barangaroo, Erin van Tuil. “There’s a trust that comes with that brand affiliation. You’ve stayed in their hotels, so you know what you’re getting.”

And what you’re getting is just what the average multimillionaire is looking for: a level of choice and indulgence once reserved for guests at the world’s most exclusive hotels.

Meanwhile, van Tuil says the newly completed Steinway Tower in New York is a fabulous example of a non-branded development catering for the mega-rich.

Located at 111 West 57th, better known as Billionaire’s Row, the tower will house just 60 apartments, 45 of them full-floor. Offering 24-hour doormen and concierge and an indoor heated pool with double-height, vaulted ceilings, Steinway Tower claims beautiful views over Central Park.

Now, Sydney is well-positioned to match these giants of the global residential market with Crown Residences at One Barangaroo.

Developed by Crown Resorts with architecture by WilkinsonEyre and interior design by Meyer Davis, One Barangaroo comprises 76 residences with breathtaking harbour and city views and access to a selection of both resident-only and hotel amenities.

One of the things that set the development apart is its delivery of top-end finishes to every last apartment, from a two-bedder on level 50 to the penthouse.

“In every other building in Sydney you have to live in the penthouse to get the extras, in our building you don’t,” says van Tuil. “All of our apartments are built to exactly the same high standards.”

Adam Ross, Knight Frank associate director, Prestige Residential, says the development is head and shoulders above the competition.

“Most buyers we have taken through Crown are not really looking at other buildings,” he says. “One Barangaroo is Australia’s first super-prime, branded residence and the market was ready for it.”

Knight Frank research shows high-net-worth buyers are looking for a combination of size, style, service and privacy.

The company’s 2022 Rightsizing report points to three evolving trends in the prime luxury apartment market: space to keep a luxury car collection; space to showcase wine in either a cellar or on a wine wall; and space to hang and store art.

In addition, the report identified a growing appetite for branded residences. Forty-four per cent of Australian respondents said they would be willing to pay a premium to purchase a branded residence, largely driven by the service provision and physical amenities of the development.

Wellness is another key driver, says van Tuil, with buyers interested in on-site pools, gyms staffed with personal trainers and opulent day spas.

The appeal of a lock-up-and-leave property also remains strong, particularly with international borders reopening for travel. With hotel staff on call, branded residences are a step ahead.

“We talk about the luxury of time,” says van Tuil. “You don’t need to think about who’s cleaning the pool, who’s maintaining the gardens. You can take a holiday to Europe and, before you come back, we’ll go in and dust, tidy, fill the fridge, put fresh flowers out for you.”

And ultra-wealthy buyers are also on a quest for privacy.

“We’re used to dealing with high-profile guests, with A-listers – this is what Crown does best,” says van Tuil. “One Barangaroo offers a transference of that same skill set to residents. I think everybody wants privacy and confidentiality when their home is fully serviced.”

Ultimately, the world’s richest home buyers are willing to pay a premium for a property that caters to their every whim.