Why luxury carmakers are now building glitzy skyscrapers

Bugatti is synonymous with high-performance, ultra-expensive supercars. But now the luxury French brand is entering a very different kind of race – not on the track, but in the skyline.

In the heart of Dubai, in the United Arab Emirates, Bugatti is building its first residential tower.

With the cheapest apartments set to cost $5.2m (£3.9m), the company is entering a fast-growing marketplace for the world’s super-rich – branded residences.

Being constructed by a growing number of luxury firms, including fellow carmakers Porsche and Aston Martin, they typically offer glitzy, fully-furnished apartments, where the company’s brand name or logo is often prominently, and repeatedly, on show.

Other businesses that have entered the sector are Swiss watch firm Jacob & Co, and Italian fashion houses Fendi and Missoni.