S5E1: What Makes a Brand a Home? With Adelina Wong Ettelson, Global Head of Residences Marketing at Mandarin Oriental
Update: 2025-05-30
Description
Anant Sharma speaks with Adelina Wong Ettelson, Global Head of Residences Marketing at Mandarin Oriental, about the shifting expectations of today’s luxury homeowner—and what it takes to translate a world-renowned hospitality brand into meaningful, livable spaces.
With experience across Dior, Shanghai Tang, and now leading one of the most respected names in branded residences, Adelina shares her perspective on what buyers are really seeking: identity, integrity, service, and soul. The conversation explores the rise of lifestyle-led property, the pitfalls of brand overreach, and why trust and emotional resonance matter more than ever.
As the branded residences market accelerates—with fashion houses, car marques, and hospitality giants all vying for relevance—Adelina argues that not every brand belongs in the home, exploring what makes a brand truly suited to residential living.
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