Last month, the UK ended its non-domiciled tax regime. This change had been announced in 2024, but its effective date was April 2025. The way this program worked was that if you lived in the UK but were "domiciled" somewhere else, you could limit the amount of taxes that you had to pay in the UK.

Only income and gains earned in the UK and foreign income and gains brought into the UK were taxed. If foreign income stayed abroad, it was not taxed. There was still an annual charge for long-term residents of the UK, but at a high level, this is how the tax regime worked.

The advantage for a rich people is that they could decide to reside in the UK because, hey, London is pretty cool, but at the same time they could nominate a lower-tax country as their domicile. For non-rich people, this became a controversial program, and so it was swapped for tax regime based on residency.

The reason I mention this is because it seems to be having a direct impact on Milan's real estate market. Since 2017, Italy has had a flat tax regime that allows new residents to pay a fixed annual tax rate of €200,000, regardless of how much money they earn abroad.

This has proven to be attractive among rich people and, between 2017 to 2022, the program attracted 2,730 individuals according to the Financial Times. But then the UK made its change and so Italy decided to colloquially rebrand its program to "svuota Londra", which translates to "empty London" in Italian.

It became about taking direct advantage of what the UK had done. And it seems to be working even better. In 2024, approximately 2,200 high-net-worth individuals relocated from the UK to Italy, with Milan being the primary destination. This has created a notable uptick in the luxury property market — more transactions and higher prices.

Whether you agree with these policy decisions or not, they will have an impact on the fortunes of London and Milan going forward. In 2023 alone, it is estimated that individuals holding "non-dom" status in the UK paid almost £9 billion in taxes and contributed to the creation of some 44,000 jobs.

Part of this is now flowing south to Milan.

Note: None of this is tax advice.

Cover photo by ANASTASIIA BUCHINSKAIA on Unsplash

Today, I'm excited to share that I'll be attending the second annual Elevate event this December as an industry ambassador. This means I get to ride alongside industry celebrities like Norm Li. (He better be DJ'ing.)

Put on by Zonda, in partnership with Livabl and ARCHITECT Magazine, the event is focused exclusively on "the art of high-rise luxury living." Everything from the overall state of the housing market to how to sell branded residences.

Here's the agenda and here's the list of speakers.

I wasn't able to attend last year, but I heard from a number of industry friends that it was very well done, which is why I agreed to participate this year. That now means I have a discount code you can all use if you'd like to attend -- BRANDONVIP30.

For those of you who like art and culture things, the event also happens to fall right after Art Basel. This was done on purpose, and so now you have at least two good reasons to be in Miami Beach in December.

I was recently having a debate with one of our architecture partners about the interrelationship between architecture, interiors, and branding. This came up because, in New York City, you almost need a name brand architect attached to your project in order to sell luxury condos.

But this raises an interesting set of questions: How much value is driven by the quality of the architecture versus the architect's brand? (Though, presumably you need the former in order to build the latter.) And how much of the value is actually just driven by the finishes (interiors) and the branding that you layer on after?

This latter scenario is a depressing thought for architects. It is architecture as a kind of "empty vessel." One that just gets dressed up for today's Instagrammable moments. And I am sure that you can think of some examples of this. Not everything can be capital A architecture.

But what is clear is that the most successful design-driven projects don't think in this way. They are thoughtful and deliberate about each component, and they all work together to strengthen each other. Marketing, after all, is about telling the right story. It is always helpful when you actually have one to tell.

Last month, the UK ended its non-domiciled tax regime. This change had been announced in 2024, but its effective date was April 2025. The way this program worked was that if you lived in the UK but were "domiciled" somewhere else, you could limit the amount of taxes that you had to pay in the UK.

Only income and gains earned in the UK and foreign income and gains brought into the UK were taxed. If foreign income stayed abroad, it was not taxed. There was still an annual charge for long-term residents of the UK, but at a high level, this is how the tax regime worked.

The advantage for a rich people is that they could decide to reside in the UK because, hey, London is pretty cool, but at the same time they could nominate a lower-tax country as their domicile. For non-rich people, this became a controversial program, and so it was swapped for tax regime based on residency.

The reason I mention this is because it seems to be having a direct impact on Milan's real estate market. Since 2017, Italy has had a flat tax regime that allows new residents to pay a fixed annual tax rate of €200,000, regardless of how much money they earn abroad.

This has proven to be attractive among rich people and, between 2017 to 2022, the program attracted 2,730 individuals according to the Financial Times. But then the UK made its change and so Italy decided to colloquially rebrand its program to "svuota Londra", which translates to "empty London" in Italian.

It became about taking direct advantage of what the UK had done. And it seems to be working even better. In 2024, approximately 2,200 high-net-worth individuals relocated from the UK to Italy, with Milan being the primary destination. This has created a notable uptick in the luxury property market — more transactions and higher prices.

Whether you agree with these policy decisions or not, they will have an impact on the fortunes of London and Milan going forward. In 2023 alone, it is estimated that individuals holding "non-dom" status in the UK paid almost £9 billion in taxes and contributed to the creation of some 44,000 jobs.

Part of this is now flowing south to Milan.

Note: None of this is tax advice.

Cover photo by ANASTASIIA BUCHINSKAIA on Unsplash

Today, I'm excited to share that I'll be attending the second annual Elevate event this December as an industry ambassador. This means I get to ride alongside industry celebrities like Norm Li. (He better be DJ'ing.)

Put on by Zonda, in partnership with Livabl and ARCHITECT Magazine, the event is focused exclusively on "the art of high-rise luxury living." Everything from the overall state of the housing market to how to sell branded residences.

Here's the agenda and here's the list of speakers.

I wasn't able to attend last year, but I heard from a number of industry friends that it was very well done, which is why I agreed to participate this year. That now means I have a discount code you can all use if you'd like to attend -- BRANDONVIP30.

For those of you who like art and culture things, the event also happens to fall right after Art Basel. This was done on purpose, and so now you have at least two good reasons to be in Miami Beach in December.

I was recently having a debate with one of our architecture partners about the interrelationship between architecture, interiors, and branding. This came up because, in New York City, you almost need a name brand architect attached to your project in order to sell luxury condos.

But this raises an interesting set of questions: How much value is driven by the quality of the architecture versus the architect's brand? (Though, presumably you need the former in order to build the latter.) And how much of the value is actually just driven by the finishes (interiors) and the branding that you layer on after?

This latter scenario is a depressing thought for architects. It is architecture as a kind of "empty vessel." One that just gets dressed up for today's Instagrammable moments. And I am sure that you can think of some examples of this. Not everything can be capital A architecture.

But what is clear is that the most successful design-driven projects don't think in this way. They are thoughtful and deliberate about each component, and they all work together to strengthen each other. Marketing, after all, is about telling the right story. It is always helpful when you actually have one to tell.