Merging Passion Investments With Property

In the rarified world of ultra-luxury real estate, a home is rarely just a home. It’s an expression of identity, a sanctuary for comfort and, increasingly, a curated showcase for passion investments.

For high-net-worth individuals (HNWIs), wealth management goes beyond stocks, bonds and real estate portfolios - today’s elite are investing in what they love and weaving those investments into the very fabric of their living spaces.

According to Claude McKirby, Co-Principal of Lew Geffen Sotheby’s International Realty in Cape Town’s southern suburbs, The intersection of passion and property is no longer a trend; it’s a defining characteristic of luxury living.

“Passion assets - tangible items that bring emotional and aesthetic satisfaction - have grown in popularity as alternative investments. These include fine art, wine, watches, jewellery, rare cars and collectibles and, unlike traditional assets, they offer both financial return potential and personal fulfilment,” McKirby explains.

According to Knight Frank’s Wealth Report, passion investments account for an increasing share of HNW portfolios, with art and wine leading the charge. For many, these are not just purchases, they’re legacy pieces and conversation starters that require thoughtful integration into daily life.

1. Art as Architecture: Homes Designed Around Collections

McKirby says art is one of the most powerful ways luxury homeowners express their taste, culture and affluence and, in many cases, properties are designed around the owner’s collection from the ground up.

“Rather than fitting art into a space, architects and designers are collaborating with collectors to build spaces that highlight each piece - custom lighting, climate-controlled galleries, rotating display walls and museum-quality hanging systems are just the beginning.

“Imagine a minimalist villa hilltop where a Basquiat or Kusama sits beneath strategically placed skylights, or a Manhattan penthouse with panoramic city views flanked by Warhol portraits.

“These aren’t simply homes; they’re private museums curated for personal enjoyment - and discreet investment.”

2. Wine Cellars That Do More Than Store Bottles

Wine, another beloved passion investment, is finding its way into the heart of luxury homes in stunning, innovative ways.

McKirby says wine cellars have increasingly become features in high-end homes in Cape Town’s southern suburbs in recent years.

“Gone are the days of dark, dusty cellars hidden in basements. Today’s luxury wine rooms are architectural statements - glass-encased, climate-controlled spaces that are as much about display as they are about storage.

“Some mimic the ambience of old-world European wine caves, while others embrace sleek, modern aesthetics with backlit shelving and automated inventory systems,” he explains.

“In estates from Constantia to Bordeaux, homeowners are incorporating tasting lounges, sommelier stations, and even vineyard-inspired landscaping. These immersive spaces serve dual purposes: they protect the investment and elevate the experience of sharing it.”

3. Garages That Rival Art Galleries

McKirby says this is a more hidden feature, but still a big one for luxury homes across the world, and Cape Town is no exception.

“For collectors of classic or luxury cars, the garage is no longer an afterthought - it’s a focal point. We’re seeing properties with custom-built car galleries featuring polished floors, dramatic lighting and rotating platforms to showcase prized vehicles.

“Some even include bar lounges, cigar rooms or private screening areas within the garage, thereby creating a hybrid between a luxury man cave and an art gallery for automobiles. Some homes are even equipped with discreet car elevators.

“These passion-driven spaces reinforce the idea that for luxury buyers, the home must not only accommodate their lifestyle - it must celebrate their passion.”

4. Libraries, Music Rooms, and Other Bespoke Retreats

Passion investments aren’t limited to art and wine. Rare book collections, musical instruments, vintage fashion, and even collectible sneakers are being integrated into high-end residential design.

McKirby says in larger estates, especially, bespoke libraries with antique shelving and hidden doors offer a nod to intellectual elegance.

“Music rooms, outfitted with high-end acoustics and instrument showcases, can also double as performance spaces.”

He says one notable trend is the rise of “wellness vaults” – spaces that combine luxury design with mental and emotional well-being through meditation rooms, crystal collections, and sound healing equipment.

“Each of these spaces is tailored to the homeowner’s personal interests while adding both cultural and financial value to the property.”

The Role of Designers, Architects, and Advisors

McKirby says whether luxury homes are built from the ground up or undergoing renovation, creating a home that balances passion and practicality requires a team of specialists and specialist advisors collaborate with interior designers to ensure cohesion between the collection and the architecture.

“Architects work closely with collectors to design features that protect - and display - these valuable assets.

“Insurance, security and long-term conservation are also key concerns. These passion investments must be protected as carefully as any financial asset, and that consideration often drives the design process itself.”

Why This Matters to the Luxury Buyer

McKirby says a house isn’t just a house anymore for buyers in the top price bands.

“Today’s HNW buyers aren't just seeking square meterage or marble finishes; they’re looking for deeply personal spaces that reflect their values and lifestyles. A well-integrated passion asset doesn’t just add aesthetic appeal, it enhances the emotional connection a homeowner feels with their property.

“In luxury real estate, the most desirable homes are not simply those that look expensive, they’re those that feel meaningful. When passion investments are seamlessly woven into property design, a home becomes much more than a place to live - it becomes a legacy, a gallery, a personal sanctuary.”

McKirby says increasingly, high-net-worth individuals seeking residential investments want homes that reflect who they are and their passions.

“The question is no longer whether to collect, but how to live with those collections. And the answer lies in the growing trend of merging passion with property – where every square foot tells a story worth investing in.”