How the Smartworld-Elie Saab Collaboration Is Redefining Branded Luxury in Sector 98
Noida's real estate map just got a designer makeover. Gurugram-headquartered Smartworld Developers has teamed up with Lebanese haute couture house Elie Saab to launch Smartworld Elie Saab Residences in Sector 98, a project widely reported as India's first fashion-branded residential development and Elie Saab's debut in the country's housing market. The announcement, which surfaced in industry reports around January 2026, has quickly become one of the most talked-about launches on the Noida-Greater Noida Expressway.
At the heart of the project is a philosophy the developer describes as design that goes beyond bricks and glass. Smartworld and ELIE SAAB have joined forces to craft a first-of-its-kind living experience in India, with each home conceived as a composition of sculpted forms, softened light and enduring details, where Art meets Architecture. The residences take design cues directly from the ELIE SAAB Maison furniture line, a collaboration between the fashion house and designer Carlo Colombo. The ELIE SAAB Maison furniture collection is the result of a creative collaboration between ELIE SAAB and Carlo Colombo, translating the Maison's distinctive aesthetic into interiors and crafted in Italy with a focus on craftsmanship, fabrics, textures and finishes.
On the ground, the project is spread across roughly 6 to 6.5 acres with four towers housing close to 496 residences, positioned as a low-density, exclusivity-first development. Smartworld Elie Saab Residences spans 6.5 acres with 4 towers and 496 units, with possession expected by January 2031 and prices ranging from ₹1.99 to ₹12.4 crore. The homes are offered in 3 and 4 BHK apartments designed with an emphasis on comfort and everyday livability rather than pure ostentation. The site itself carries a location advantage rarely seen even in Noida's luxury segment: the spectacular views of scenic Golf Course on one side and tranquil and reflective Yamuna River on the other side add more to the luxury quotient.
This launch is not an isolated bet. According to a Republic World report tracking Smartworld's growth trajectory, the company has moved unusually fast in the branded residences space. Founded in 2021, Smartworld has become one of the fastest real estate developers in India to launch two internationally branded residences, making global brand collaborations part of its growth strategy from the outset, with the first milestone coming in 2025 with Trump Residences Gurgaon, followed by Smartworld Residences by Elie Saab in Noida. The same report notes the financial muscle behind the expansion: the company has reported cumulative sales exceeding INR 24,000 crore, maintained a zero-debt balance sheet, committed over INR 5,000 crore towards construction, launched 12 developments across Gurugram and Noida, and today serves more than 35,000 customers.
Industry watchers see this as part of a much bigger shift in how India's wealthy buy homes. Market analysis suggests branded residences are no longer a Mumbai-and-Gurugram-only story. Noida Expressway, home to Elie Saab by Smartworld in Sector 98 and Jacob & Co. by M3M in Sector 97, is establishing itself as NCR's second branded residence cluster. The financial upside for buyers is measurable too: branded residences consistently command a 30–40% premium over traditional luxury properties. A separate industry list corroborates the pricing edge, noting that branded residential properties in India are currently priced at 20-35 percent higher than conventional non-branded luxury residential projects in the same micro-markets.
Connectivity remains a core selling point for the Sector 98 address. The project sits directly on the expressway corridor, giving residents 10 minutes from DND Flyway connecting to South Delhi and roughly 20 minutes to Jewar International Airport. That airport link matters more than ever, with reports flagging that the much-anticipated Noida International Airport is set to open on March 28, 2026, accelerating demand for branded luxury homes further.
For homebuyers evaluating the project, the appeal is twofold: a rare fashion-house address in a city historically known for value housing, and early access to a segment that data suggests appreciates faster than standard luxury stock. Noida's real estate story is changing rapidly, with luxury apartments, branded residences, premium townships, and ultra-modern lifestyle communities replacing the city's earlier image of budget-friendly housing. As construction timelines firm up and pricing tiers get finalised, Smartworld Elie Saab Residences looks set to be one of the defining launches of Noida's 2026 luxury cycle — buyers considering an entry should verify current pricing, RERA status and payment plans directly with the developer before booking.
