This piece explores how Tom John Or-Paz is launching a new class of branded real estate for people with an appreciation for art with his new company, LightArt

The concept of branded real estate is not entirely new. Hoteliers such as Marriott and Hilton have been offering branded real estate properties to people who want to live in a place outfitted with the concierge services of hotels for several years. In fact, you will find hotel branded residences in more than 180 locations and 64 countries globally.

Over the last several years, other private developers, celebrities, and brands have entered the branded real estate industry. Some of the non-hotel players in the branded real estate market include Virgin in Moscow, Bulgari in London's Knightsbridge, Versace in Dubai, and the Yoo Residences by Philippe Starck.

However, the influx of new entrants into the branded real estate market suggests that the sector is on the path to becoming saturated. According to Chris Graham, a branded real estate expert profiled in Knight Frank's 2019 research on the global branded real estate market, "the bar gets raised every year - more facilities, more experience, more tech: if everyone's doing that, how are you going to offer something different?"

Now, an Israeli born millionaire entrepreneur, Tom John Or-Paz, is answering that question by launching LightArt to provide a new class of branded real estate for people with an appreciation for art. 

What is Tom John Or-Paz doing differently in branded real estate with LightArt?

Tom John Or-Paz, the founder of LightArt is on a mission to disrupt the global real estate industry, starting with the branded real estate sector. LightArt brings architects, interior designers, and artists from around the world to collaborate in blending modern art and contemporary design of apartments and buildings. 

LightArt works with residential real-estate developers who have completed the initial stage of planning and permits in the market in which they intend to build. The LightArt team then takes the base designs and leverages their domain expertise and experience to transform it into a branded real estate property. LightArt improves the design of the property and commissions artworks that blend the cultural heritages of that market with contemporary architectural designs highlighted with the strategic placement of artworks. 

According to Tom John Or-Paz, "art is an emotional journey that turns a standard project into a way of life." Hence, LightArt is committed to giving the occupants of its properties a unique experience that connects them to art at an emotive level. It is therefore not surprising that the company replaces the artwork in the apartments every quarter.

Beyond the design and development, the LightArt team goes ahead to market and sell the properties. But unlike traditional property developers, LightArt stays committed to ensuring that the people who purchase the properties continue to enjoy the very best of the arts.

For starters, on the sale of a property, the buyer can choose to have the design tweaked to their personal taste for the interior design and the choice of artwork. LightArt also facilitates a concierge service that will regularly change and refresh the artworks on the property to provide a constantly fresh look. LightArt also provides tailor-made artwork to public places of the building. 

Deep domain expertise in Real Estate

LightArt was founded in 2019 as the brainchild of Tom John Or-Paz to provide branded real estate that combines art with contemporary designs. Tom John Or-Paz is a multi-millionaire entrepreneur with a passion for art and real estate. He was born in Israel's capital city of Tel Aviv and he relocated to the USA when he was 18 years old. He started at FashionTV in his 20s, and rose to become senior VP of Business Developments, and then leading the company to launch its own branded real estate in 2012. 

Since then, he has been actively involved in the branded real estate market with various projects in different countries including, Austria, Dubai, India, and Indonesia among others until he launched LightArt last year. 

LightArt's first branded real estate project is already set in the Florentine area of Tel Aviv as a nod to the city in which he spent his formative years. Also, the area has an interesting fusion of street painting that entombs its residential properties. Beyond Israel, LightArt has signed a number of deals to develop branded real estate across different countries and the announcements will soon be made public.

There's a room for the latest tech in real estate

LightArt's unique focus is on blending art with real estate but it doesn't mean you'll be living like cavemen for the sake of art. LightArt commits to outfitting its properties with best-in-class real estate tech starting with an app-based property management service. Residents can pay fees, report and track faults, manage parking, communicate with other residents, and join in the decisions all from an app.

LightArt's branded real estate properties are outfitted with parking technology that improves accessibility, comfort, and safety for the occupants of its properties. The properties are designed from the ground up with smart home technology systems including smart locks, smart lighting, smart coffee maker, smart water heater, and smart air conditioners among others. 

LightArt also finds a way to merge innovation with sustainability by ensuring that its branded real estate is eco friendly and designed with regard to environmental sustainability. 

Final words

Branded real estate is one of the fastest-growing sectors of the global real estate market and you are bound to find branded real estate in practically all the major cities and holiday destinations in the world. 

For real estate developers, investors, and homeowners, understanding the market in which you are participating is crucial to a profitable venture. The problem however is that the global real estate market doesn't exist in isolations and socioeconomic and geopolitical events often influence how the market turns out over time.

Yet, branded real estate could potentially fare better than unbranded properties in both boom and bust cycles because of the strong brand loyalty that sustains their demand.