Art de Vivre, Architecture and Investment: Inside Bulgaria’s Prime Property Scene
“We offer properties that whisper their grandeur through natural elegance and timeless quality,” says Nevena Stoyanova, Chief Executive Officer of BARNES Bulgaria and LUXIMMO, in a conversation with Irena Komitova for Premium Lifestyle magazine.
We meet Nevena shortly after her successful participation in a contemporary residential real estate exhibition. Inspired by the meetings she has held, full of impressions and eager to share the latest developments in the field, she effortlessly guides us through the highlights of the past year and speaks with passion about future plans.
Nevena, how is the luxury real estate market developing in Bulgaria?
For over a decade now, the market for high-end villas, houses, and estates in Bulgaria has been steadily growing. What we see today is the result of a clear transformation - the emergence of projects that can confidently be compared to the best global examples. Architecture, engineering, materials, smart solutions, and design have reached a level that has reshaped the very culture of consumption. Clients are not only more affluent, but also far more discerning, and the market itself has matured. A new type of buyer has emerged - a collector of beautiful spaces, seeking not merely a property, but a sense of identity, emotion, and lasting value.
What is the dynamic in the capital and across the country?
Inflation has accelerated interest in real estate as a safe store of value, but the true driver of growth is the appearance of high-quality, aesthetically compelling projects. In Sofia, demand remains stable, while outside the capital two regions stand out with particularly strong growth—Plovdiv and the Bansko area. Plovdiv offers a remarkable balance between the IT sector, a vibrant social and cultural environment, and modern construction, all with a lower level of urban stress. Bansko, on the other hand, has evolved beyond a purely winter destination into a year-round location with improved infrastructure, sports facilities, wellness options, and a developing culinary scene. Limited new construction there has further intensified demand and driven prices upward.
Which transactions impressed you most this year?
It was truly a very successful year for us. We sold one of the most expensive houses on the southern Black Sea coast, in Lozenets. In Plovdiv, we closed several major transactions in the top market segment. In Sofia, at the beginning of 2025, we finalized the sale of a property for €11 million, and in just the last month we achieved a turnover of €6 million within only 20 days at the Synerga building in the Mladost district.
This reflects not only the market’s potential, but also the trust our clients place in us.
What are the expectations of luxury property buyers?
Buyers in the premium segment have a very refined and well-defined taste. They seek light, panoramic views, spaciousness, architecture with character, high ceilings, top-quality materials, and an overall sense of elegance and comfort.
Parking is essential - at least two spaces, often three. Above all, however, the most important factor remains the emotion a property creates from the very first moment you step inside.
And what do sellers of prime properties look for?
Sellers expect the best possible price and a seamless, transparent process when it comes to payment and transfer of ownership. Our role is to build a strategy, position the property correctly, and achieve a result that in most cases exceeds expectations - while fully respecting market realities, legislation, tax specifics, and the lifestyle associated with each individual property. We help our clients make informed, secure, and long-term sound decisions.
If I have €1 million to invest in real estate in Bulgaria, what would you recommend?
It depends entirely on the objective. If the focus is investment, I would recommend an iconic building with proven liquidity. If the goal is a legacy, then a property with history or cultural value. If it is about emotion and family moments, then a holiday home that brings together traditions and experiences - things that are passed down through generations and are far more than just square meters.
What are the assets and activities of BARNES Bulgaria, and how does the company differ from LUXIMMO?
BARNES Bulgaria is part of BARNES International—one of the most influential brands in the world of premium real estate and art de vivre. It is a company that goes far beyond transactions, cultivating an entire culture of beautiful, conscious, and meaningful living. BARNES operates in luxury real estate, yachts, collectible cars, fine wines, art, and the hospitality business.
In recent years, two remarkable restaurants have also been launched—Maison BARNES in New York and Come Prima near Cannes—led by world-renowned names such as Michelin-starred Nicolas Decherchi and the legendary Daniel Boulud. These venues combine exquisite cuisine, outstanding wine collections, an art de vivre library, gallery elements, and a rich cultural life.
The partnership between LUXIMMO and BARNES gives Bulgarian clients access to a vast universe - an international network, standards, and relationships that create trust and opportunities for generations to come.
The newest direction in BARNES’ activity is wine collections. What do they teach us, and what can we expect in 2026?
Through wine, BARNES reveals a deeper philosophy of value. Rare wines teach us that true luxury lies in the details—in origin, in time, in ritual, and in respect for craftsmanship. The same principle applies to exceptional properties. For our clients, wine is not just a beverage; it is an asset, an emotion, a story, and a form of preserved value.
In 2026, we expect BARNES to present even rarer selections, host private wine events, and offer personalized programs for collectors and investors. This is a natural continuation of the art de vivre philosophy—a way of life in which home, taste, and investment speak the same language: that of timeless quality.
