The Bench Rebrands ‘Branded Residences Forum’ as ‘FHS Living’
The move brings branded residences together with seven other living asset classes under a single, expanded platform, with editions in Dubai, Cairo, Paris and Riyadh through early 2027.
The Bench rebrands its Branded Residences Forum as FHS Living, expanding scope to cover student, senior, co-living and mixed-use assets across Dubai, Cairo, Paris, and Riyadh editions.
Photo by The Bench
Dubai, UAE, 24 August 2026. Future Hospitality Summit organiser, The Bench, today announced that Branded Residences Forum (BRF) is being rebranded to ‘FHS Living’, effective with the edition running alongside FHS World in Dubai this October. The change folds branded residences into a wider, investment-led platform covering the full spectrum of living asset classes: Branded Residences, Student Accommodation, Senior Living, Serviced Living, Co-Living, Club Concepts, Shared Ownership, and Mixed-Use Developments
The new name takes effect at FHS World in Dubai on 1 October 2026 and rolls out across every market where BRF previously ran:
FHS Living at FHS World, Dubai: 1 October 2026
FHS Living at FHS Egypt, Cairo: 11 November 2026
FHS Living, founding standalone edition, Paris: 23-24 February 2027
FHS Living at FHS Saudi Arabia, Riyadh: 23 March 2027
Branded Residences Forum was created to serve the branded residences market and that market has outgrown a single category. The capital and developers behind those projects are now increasingly moving into student housing, senior living and co-living. FHS Living gives them one platform for all of it.
The founding edition of ‘FHS Living’ in Paris extends the platform to Europe, where living has become the largest real estate investment sector: €46.9 billion was invested in 2025 (JLL), a further €50 billion is planned over the next three years (Savills), and the continent faces a shortfall of 9.6 million homes. Middle Eastern capital is part of that story too. Net acquisitions by Middle Eastern buyers in European hotel real estate reached €540 million in 2025, up 254 percent on 2024. FHS Living draws on The Bench's twenty years of relationships across that capital base to connect the two regions.
Each edition operates as a curated investment marketplace, anchored around pre-scheduled 1:1 meetings between capital, developers and operators, a dedicated Deal Room, a Leadership Stage, investor site tours and structured roundtables.
FHS Living inherits the track record of the Future Hospitality Summit series. In 2025 the forum brought together more than 3,000 C-level decision-makers, including 621 investors representing over $11 trillion in assets under management, and facilitated $3 billion in business opportunities.
For more information, please visit: futurehospitality.com/living
About Knowledge Economic City (KEC)
Knowledge Economic City (KEC) is a publicly listed joint-stock company on the Saudi Exchange (Tadawul), operating under the regulation of the Economic Cities and Special Zones Authority (ECZA). With a masterplan covering 6.8 million square metrers within the sacred boundaries of Madinah, KEC is developing fully integrated modern destinations that combine residential, commercial, cultural, and leisure components, transforming Madinah into a world-class lifestyle hub.
Strategically located near the Prophet’s Mosque, the Haramain High-Speed Rail station, and Prince Mohammed bin Abdulaziz International Airport, KEC plays a vital role in supporting Saudi Vision 2030, aligning with programs such as the Pilgrim Experience Program, Quality of Life, Housing, and Human Capability Development.
About FHS Saudi Arabia
FHS Saudi Arabia 2027 (Madinah Edition) will take place on 13–14 April 2027 in Madinah, hosted by Knowledge Economic City. The Kingdom's leading hospitality investment forum, FHS Saudi Arabia brings together investors, developers, owners, operators and government leaders to turn the opportunities in Saudi Arabia's tourism and hospitality pipeline into partnerships and investment. The 2026 edition in Riyadh welcomed more than 1,000 attendees from 32 countries, with investors representing US$4.8 trillion in assets under management.
Host Partner: Knowledge Economic City
Discover more at https://www.futurehospitality.com/sa
Media Contacts
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Muhammad Ahmed
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