Why the wealthiest property buyers are trading square metres for unforgettable lifestyle features
In the rarified world of luxury real estate, bigger is no longer always better and for high-net-worth individuals (HNWls), the definition of a dream home is rapidly evolving.
While expansive living areas and prestigious addresses remain important factors, many of today's ultra-wealthy buyers are prioritising experience-driven features that enrich their lifestyle- opting for homes that offer more than just space, but also unique, personal experiences.
The modern luxury home is being reimagined not as a static structure, but as a living, breathing expression of the owner's values, interests, and aspirations. This global trend is now making its mark in the South African property market, transforming the way luxury homes are designed, built, and marketed.
Traditional markers of luxury- square metreage, imported finishes, and multiple garages- are now just a starting point. Today's buyers, especially in the top echelons of the wealth demographic, are seeking properties that support and reflect their lifestyles, not just store their wealth.
According to global property insights from the top international real estate firms, affluent buyers are increasingly focused on features that provide emotional returns; spaces that inspire creativity, promote wellness and deliver unique experiences every day.
In Johannesburg's Sandhurst or Cape Town's Clifton, it's no longer enough for a home to simply look impressive, it must feel personal, exclusive and immersive.
Lew Geffen Sotheby's International Realty takes a look at the most popular lifestyle features in the luxury realm:
1. Private Spas and Wellness Retreats
Post-pandemic, wellness has become non-negotiable and uber-wealthy buyers, including South Africa's elite, are investing in homes with full-scale wellness suites, complete with infrared saunas, steam rooms, massage rooms and yoga studios. Some even feature in-house therapists or partnerships with wellness practitioners for weekly visits.
In Constantia, Cape Town, several newly built luxury homes now include dedicated spa areas with treatment rooms and hydrotherapy pools, offering residents a resort-like experience in the comfort of their own home.
Globally, this mirrors trends seen in wellness-focused developments in places like Los Angeles, Ibiza, and the south of France, where luxury homes come with full-time wellness staff and curated self-care programs.
2. Curated Art Spaces and Personal Galleries
As the art market grows, more luxury homeowners are curating their own in-house galleries. These are not just wall-hung artworks, they're architecturally designed exhibition spaces within the home, complete with museum-quality lighting and climate control.
In South Africa, high-end homes in areas like Bishopscourt and Hyde Park are being built with dedicated art wings to house private collections. For collectors, the home becomes a living museum, a space where investment-grade art is not only protected but displayed in a way that enhances daily life.
This trend also intersects with legacy planning, as art collections are often tied to multi-generational wealth and used to pass cultural or financial capital on to heirs.
3. Boutique Wine Cellars and Tasting Rooms
South African wine culture is renowned globally, and many affluent buyers are blending their passion for wine into the fabric of their homes. Gone are the dusty underground wine cellars of the past; today's luxury homes boast architect-designed, glass-encased cellars paired with intimate tasting rooms that rival those of top estates in Stellenbosch or Franschhoek.
Developments in Paarl, Somerset West, and Constantia are seeing an increase in bespoke wine storage and entertainment areas that allow owners to host sommeliers and private tastings at home. It's about elevating the everyday, turning a glass of wine into a curated, sensory experience.
4. Helipads, Car Elevators and Private Airports
For the ultra-wealthy, time is the most valuable asset and, as a result, convenience features such as helipads, private landing strips and even automated car elevators are becoming more prevalent in elite homes, particularly in remote or expansive estates.
In places like the Garden Route or private bushveld lodges in Limpopo, homes are being equipped with helicopter access for swift transport to airports or business meetings in Johannesburg and Cape Town. Some coastal mega-homes even feature underground car vaults, showcasing exotic vehicle collections via hydraulic lifts.
These features cater to buyers who split their time between international locations or require fast, discreet movement between properties or cities.
5. Home Cinemas and Immersive Entertainment Spaces
Luxury entertainment is evolving from a casual TV room to full-scale private cinemas, equipped with surround sound, theatre seating and snack bars. In some cases, buyers are commissioning sound engineers and acoustic specialists to design their in-home movie theatres, complete with velvet walls and Dolby Atmos systems.
In South Africa, this trend is especially popular in elite golf estates like Steyn City or Val de Vie, where family-focused buyers are combining entertainment with security and privacy. These cinemas often double as multi-purpose venues - used for presentations, live sports viewings or virtual board meetings.
A New Definition of Home
What unites all these features is the shift in mindset from "how much space do I have?" to "what kind of experience does my home offer?" Wealthy buyers are no longer just investing in homes; they are curating a lifestyle, one square metre at a time.
Architects and developers are responding accordingly, and firms are now collaborating with lifestyle consultants, interior designers, wellness experts and even brand partners to deliver highly tailored environments. These homes are custom-built ecosystems, not just structures.
In essence, luxury homes are becoming personal sanctuaries, performance spaces, wellness centres, and art galleries- all under one roof.
As South Africa continues to attract local and international luxury buyers, the demand for experience-rich properties is only expected to grow. Developers in Cape Winelands, coastal enclaves like Llandudno and Plettenberg Bay, and private estates across Gauteng are already shifting focus from size to significance, from square metres to meaningful moments.
Beyond the villa lies a new era of real estate- one where the value of a home is measured not only by its scale, but by how deeply it aligns with the owner's identity, passions, and desired way of life.
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