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Adelina Wong Ettelson is a leading expert in luxury branded residences and the Global Head of Residences Marketing at Mandarin Oriental. She has established Mandarin Oriental as a global leader in the branded residence sector with successful launches in iconic destinations such as Miami, Abu Dhabi, Bali, Madrid, and Vienna. Drawing on her extensive experience in luxury marketing and go-to-market strategies, she collaborates with renowned partners to create exceptional campaigns. Adelina is a sought-after thought leader at industry conferences and panels worldwide, shaping conversations around the evolution of branded living.
Mandarin Oriental is solidifying its position as a leading hospitality luxury brand in residential living across the Globe, but how does a company with twelve properties currently in operation and eighteen more underway stay true to its brand philosophy? We sat with Adelina to find out!
How does Mandarin Oriental differentiate its residences from other branded residential offerings, particularly those from hospitality competitors like Four Seasons, Aman, and Ritz-Carlton?
“Mandarin Oriental redefines luxury living with our seamless blend of legendary service, design excellence, and holistic well-being, all deeply rooted in our dual Asian heritage. Our residences are more than just an extension of a hotel and offer a luxury lifestyle, where Michelin-starred dining, wellness-inspired retreats, and bespoke services create an extraordinary living experience. Every detail is brought to life by our colleagues, meticulously trained in-house to deliver Mandarin Oriental’s signature intuitive and discreet service. What makes our colleagues so special is that they are driven by a passion for the exceptional, every day, everywhere. With an unwavering commitment to elegance and discretion, we craft refined, private sanctuaries that embody the essence of Mandarin Oriental.”
What are some design elements/amenities that we can see across all Mandarin Oriental Residences that stay true to the brand?
“Every detail of our Residences are designed to reflect timeless elegance and a commitment to well-being. Residents enjoy personalized, hotel-inspired services delivered with the brand’s legendary attention to detail, alongside exquisitely designed interiors that blend contemporary sophistication with subtle Asian influences. Our dedication to holistic wellness is woven throughout, from state-of-the-art fitness centers to award-winning spa-inspired retreats and mindful living spaces—whether it’s the serene bonsai gardens at Mandarin Oriental Residences, Beverly Hills, or the stunning rooftop terrace and pool at Mandarin Oriental Residences, Barcelona, each element is thoughtfully curated to elevate everyday life.”
Mandarin Oriental is synonymous with Asian-inspired luxury. How do you balance this signature aesthetic while also tailoring each residence to reflect its location’s cultural and architectural influences?
“Mandarin Oriental Residences seamlessly blend our signature Asian-inspired heritage with the unique cultural and architectural essence of each location. Through collaborations with world-renowned architects and designers, we create residences that honor both our brand’s DNA and the spirit of their surroundings – whether it’s the tropical-modernist elegance of Miami, the imperial grandeur of Vienna, or the coastal serenity of Bodrum. This thoughtful balance ensures that every residence is both a globally recognized sanctuary and a true reflection of its location.”
Can you share any standout design features or innovations in the latest Mandarin Oriental Residences projects? How is sustainability integrated?
“Mandarin Oriental continues to redefine luxury living with innovative design, cutting-edge technology, and a commitment to sustainability. Our standalone residences, including Beverly Hills, Fifth Avenue, and Madrid, embody this vision by integrating energy-efficient construction, locally sourced materials, and eco-conscious lifestyle amenities. Sustainability is seamlessly woven into the experience, whether through LEED-certified design, organic spa treatments, or responsibly sourced dining, ensuring that luxury and environmental responsibility go hand in hand. This commitment is exemplified with the utmost respect for the natural environment at developments such as Mandarin Oriental Residences Kanai, Riviera Maya and Mandarin Oriental Residences, Puerto Rico, where Esencia’s master plan dedicates 75% of the site to open space for conservation and recreation, and sustainable design is carefully integrated to harmonize with the natural surroundings.”
What are some of the most unique or extravagant resident-only amenities offered at Mandarin Oriental Residences?
“Residents enjoy exclusive access to private Michelin-starred dining experiences, such as Boulud Privé at Mandarin Oriental Residences, Fifth Avenue, where residents have access to personalized dining experiences, either in restaurant or in-residence, that are curated by Michelin-starred chef and Chevalier de la Légion d’honneur, Daniel Boulud. Additionally, many properties offer private spa suites with on-demand treatments by Mandarin Oriental-trained therapists, bringing world-class wellness into the comfort of home.”
The branded residential sector is booming. Where do you see Mandarin Oriental Residences five or ten years from now?
“The branded residential sector is evolving rapidly, and in the next five to ten years, we anticipate significant growth across key regions like the Middle East, Japan, and North America. With a focus on private, standalone residences, our approach prioritizes a bespoke, residents-first lifestyle while maintaining the legendary service that defines Mandarin Oriental. As buyers increasingly value wellness and sustainability, we are integrating eco-friendly materials, smart-home technology, and holistic well-being programs to create spaces that enhance both personal and environmental health. This vision ensures our residences remain at the forefront of luxury living, meeting the needs of a modern, connected world.”
How do you maintain consistency in service and quality across multiple global developments?
“Consistency in service and quality is achieved through a unified set of brand standards and a centralized leadership structure with regional teams overseeing each development. While every residence reflects local culture and design, Mandarin Oriental ensures a consistent level of craftsmanship, high-quality materials, and personalized service. This balance between global excellence and localized experiences allows each property to maintain the brand’s legendary standards while catering to the unique needs of its residents.”
How does Mandarin Oriental leverage technology and innovation in its branded residences to enhance convenience, security, and overall resident experience?
“We’re always looking for ways to make life easier and more seamless for our residents, whether it’s through advanced smart home systems that personalize their space or lock-up-and-leave capabilities for effortless security. Our advanced security systems provide a safe and seamless living experience, while smart scheduling allows residents to book amenities remotely, ensuring everything is ready exactly when they need it. It’s all about combining innovation with the legendary services our residents expect.”
The Mandarin Oriental Residences portfolio has expanded significantly in recent years. What markets are most exciting for the brand, and what is driving demand for MO-branded residences?
“We’re seeing incredible demand for Mandarin Oriental Residences, driven by growing wealth, shifting lifestyle preferences, and the brand’s unmatched reputation for service and exclusivity. Markets like Miami are booming due to foreign investment and wealth migration, while cities like Vienna and Dubai are attracting buyers who seek cultural sophistication and ultra-luxury living. With expansion underway across the Middle East, Japan, North America, and key European capitals, Mandarin Oriental is set to remain at the forefront of the branded residential market for years to come.”
