In Portugal, there is a truth that remains in the luxury market: design cannot invent a good location, but it can transform a good house into a unique piece capable of reaching its maximum value.

Lisbon, Cascais, Porto and the Algarve have become the stage for an increasingly sophisticated prime segment, where design is the decisive argument. And the trend is clear: a project signed by a renowned architect or designer can increase the final price by 25% to 50%.

But what makes design so powerful? And why have emotion, light and authenticity become the new code of Portuguese luxury?

Emotion as the engine behind the buying decision
Light and outdoor space: the new elements of luxury
Authenticity and coherence: the new code of luxury
Sustainability: room to grow and consistent comfort
Signature architecture: the stamp that adds value
Branded residences: luxury with an international seal
Design in refurbishment: the factor that speeds up sales

Emotion as the engine behind the buying decision

A luxury property purchase is rarely rational; the buyer wants to feel, not just see, that they have found the right space.

Consultant Joana Marques Dias, a specialist in luxury properties, explains:

“In the prime segment, what makes the difference is the ability of a house to conquer at first sight, create an immediate impact and justify a value that goes beyond the square meters.”

This emotion is, in itself, a value multiplier. “A well-designed architectural project or an interior renovation signed by a prestigious name can increase the final sale price by 25% to 50%,” stresses Joana Marques Dias. “On the one hand, it ensures above-average aesthetic and functional coherence, thought out in detail and without the need for improvisation. On the other, it conveys confidence to the buyer, who recognizes the value of a differentiated property conceived by someone who truly knows how to enhance every square meter.”

Rita Bueri, Head of Residential at Savills Portugal, reinforces that luxury design is not measured by finishes, but by intention: “Real design, in luxury and in life, must be strategic: it creates experience, value and activates all four senses.”

It is this fusion of emotion and strategy that turns a property into a sensory investment. “In essence,” summarises Joana Marques Dias, “it’s like a piece of art: what carries a signature has value.” Or as Pedro Carvalho, founding architect of IAS (Inception Architects Studio), explains: “to create a unique life experience.”

Light and outdoor space: the new elements of luxury

At the core of the luxury experience is light. “Light is the leading actor. It must be studied in detail — how to capitalize on it, how to soften it when necessary, and how to create decorative elements that play with it, highlighting textures and shaping different atmospheres. Light is not decorative: it is scenography,” explains Rita Bueri.

Architect Rita Silva, from Architect Your Home, reinforces:

Natural light is a determining factor: bright spaces with good solar orientation and open views create a sense of well-being and exclusivity. The relationship between interior and exterior is another fundamental aspect.

In the Algarve, this relationship between inside and outside takes on an even more striking role. Architect Mário Martins, author of several luxury villas in the region, notes that the importance of outdoor space is increasingly evident: “The pool, jacuzzi, size and quality of outdoor terraces and the presence of greenery are increasingly appreciated elements. There are also traditional selling points such as the kitchen, sanitary equipment and home automation. Others, which should be decisive but are not always considered, include thermal comfort, acoustic comfort, climate control and low energy costs.”

“One of the most valued aspects is the connection between interior and exterior. The best houses are those where the boundary between the two virtually disappears,” points out architect Pedro Carvalho.

Authenticity and coherence: the new code of luxury

Contemporary luxury is no longer measured in square meters and shine, but recognized in authenticity, coherence and proportion. For Rita Bueri, elegance is born from harmony and the truth of materials: “Materials must offer more than quality: they must tell a story, create an identity, avoid the artificial and recognize that touch matters as much as aesthetics. All of this must exist within a harmonious language. Coherence creates elegance and, in most cases, less is more.”

Architect Pedro Carrilho explains: “It is a market that undoubtedly identifies and values materiality, construction quality and detail. It values noble materials such as wood and natural stone, as well as contemporary options that give identity and exclusivity to the spaces.”

“Every luxury home must have its own identity. It can be a sculptural element, a play of volumes or a modern reinterpretation of traditional features. This singularity is what makes a property truly personal and unrepeatable,” adds Pedro Carvalho, who is also emphatic about the importance of chosen materials: “The choice of materials is another key element — the use of local materials, natural stone, solid woods and artisanal finishes adds authenticity and character to the home. These materials age with dignity and tell a story that goes beyond appearance.”

Architect Rita Silva adds that authenticity and spatial quality are the new measures of luxury:

The design elements that most influence the decision to buy a luxury home in Portugal are closely linked to the authenticity of the project, the quality of the space and the finishes.

“Buyers seek above-average aesthetic and functional coherence, thought out in detail and without need for improvisation,” says consultant Joana Marques Dias.

Sustainability: room to grow and consistent comfort

“Technology and sustainability also play an important role, but in a discreet way. True luxury lies in silent comfort — in solutions for energy efficiency, passive climate control, solar panels or home automation systems that improve everyday life without overshadowing the architecture.” This viewpoint from Pedro Carvalho is reinforced by Rita Silva: “Today, energy efficiency and conscious comfort are part of the new concept of luxury: the luxury of living well, with comfort and responsibility.”

Although sustainability is already a growing demand, Mário Martins warns about the progress that can still be made: “Factors that should be decisive, but are not always considered, include thermal comfort, acoustic comfort, climate control and low energy costs.”

Signature architecture: the stamp that adds value

In new luxury developments, architectural authorship is synonymous with trust. In Lisbon, Cascais or Porto, launching a prime development without a noteworthy name has become unthinkable.

The presence of a renowned architect ensures more than aesthetics: it guarantees construction quality, coherence and a mark of distinction. In the words of architect Pedro Carvalho:

“It represents a thought, a vision and a coherent narrative that unites all project decisions. The architect acts as an interpreter of the client’s aspirations and lifestyle, translating them into a tailor-made space where every detail has purpose.”

This authorship gives the home a cultural and artistic dimension. More than a real estate asset, it becomes a piece of design, with its own identity and relevance in its context. It is this combination of technique, sensitivity and vision that transforms a house into a personal legacy — something with soul, that endures over time and retains its value.

But the signature, he stresses, is not just aesthetic — it is empathy and adaptation: “Signature architecture is understanding the client’s needs and creating something perfectly tailored to the brief and the place. Designing spaces that create organization, functionality and meaningful living. This creative and rigorous work by a professional can, in fact, add significant value to any property.”

Even so, Mário Martins warns of a growing risk in the sector: “It is not the signature that necessarily brings quality. Unfortunately, increasingly, a flashy name is sought to produce a preliminary study meant to boost sales and raise prices. What should matter is architectural quality, not just the signature.”

“In the end,” adds Joana Marques Dias, “just like a piece of art: what carries an author’s signature has identity and value.”

Branded residences: luxury with an international seal

At the top of the pyramid, the phenomenon of branded residences continues to grow — homes associated with luxury hospitality brands such as Hyatt, Six Senses or Mandarin Oriental.

For the international buyer, these properties offer guaranteed quality and a lifestyle with exclusive services: concierge, spa, security and personalized assistance.

In practice, a branded apartment can be worth between 20% and 25% more than an identical property without that seal. The value lies not only in the finishes, but in the brand’s promise and the aesthetic coherence of the design, refined down to the last detail.

José Cardoso Botelho, founder of The Mark Properties, explains: “Amenities — such as gyms, swimming pools, lounge areas or coworking spaces — are also increasingly valued, especially when integrated with elegance and coherence into the project. Elements such as signage and the building’s branding are details that, although subtle, reinforce the sophistication and positioning of the property.”

Design in refurbishment: the factor that speeds up sales

But design is not exclusive to new construction. In the secondary market, it is what brings soul back, speeds up sales and multiplies perceived value.

Luxury refurbishment companies in Lisbon or Cascais have understood that a signed interior design project not only increases the sale price but also reduces time on the market.

A recent study on prime properties in Lisbon quantifies the impact:

  • A refurbishment can increase a property’s value by +25%;

  • Furniture adds an average of +10%;

  • A prestigious designer’s signature can increase the value by +15%.

In total, the price can rise by up to 50%, going from €10,000/m² to over €15,000/m².