BY TARA LOADER WILKINSON on wsj.com.

Imagine if your apartment made you feel like a VIP. Walk in and your freshly laundered clothes are neatly stacked in your drawers. Your fridge is stocked with your favorite delicacies and a bubble bath is waiting for you—at precisely the perfect temperature. A new breed of ultra-luxury zero-maintenance developments in Europe is turning this fantasy into reality. Residents enjoy a five-star hotel experience—with 24-hour concierge, cleaning and laundry, and in-house spas—included in the asking price.

"Being at home feels like living in a James Bond movie," says Tony Parker, an NBA San Antonio Spurs basketball star. Last month, he bought one of the new apartments in the Du Parc Kempinski Private Residences development, at the top of Mont-Pèlerin overlooking Lake Geneva. "With one touch you can manage everything: music, temperature, security and concierge services. You can even fill the bath remotely using your mobile phone. The 24-hour concierge takes care of cleaning, laundry, even restocking the wine cellar," he says. Mr. Parker's apartment is the brainchild of Swiss Development Group SA, a developer which two years ago partnered with luxury hotel chain Kempinski to create a concept called "haute-couture living." Nicolas Garnier, chief executive of Swiss Development Group, says, "Our properties are like haute couture, exclusive and high quality, with high attention to detail and finish. We're taking a fresh look at the scope and depth of luxury living, going beyond simply creating a property to creating an environment where owners can enjoy their highly individual lifestyles." Designer BBG-BBGM—of the W Hotels brand—designed the interiors, while the private spa is by Givenchy. The wine cellars and tasting room are managed by Quintessentially Wine. This sort of effortless luxury comes at a premium. Although Mr. Parker declined to say how much his apartment cost, prices at Du Parc range between 4.7 million Swiss francs (€3.5 million) for a two-bedroom apartment to 24 million francs for a penthouse. It is Switzerland's most expensive property per square meter, according to agents, and it joins the growing ranks of ultra high-spec zero-maintenance properties, luring Europe's super-rich and super-busy. NBA star Tony Parker with Nicolas Garnier, CEO of Swiss Development Group SA, minutes after signing the contract for purchase of an apartment at the Du Parc Kempinski Private Residences.  "The international super-wealthy are cash rich and time poor. They are snapping up this sort of development," says Charles Weston-Baker, head of estate agent Savills International. "They may only spend a few weeks of the year there, and don't want to spend their weekends sorting out cleaners or babysitters, or locating the nearest beauty salon," he added.

At the Lancasters development of 77 brand new apartments in a Grade II-listed former hotel to the north of London's Hyde Park, residents have access to a spa and beauty center, swimming pool and gym. A 24-hour concierge caters to their every whim. Entry is via a grand carriage entrance, with valet parking serving the underground car park. Although it will not be habitable until 2011, more than half of the apartments in the 1850s stucco-fronted building have been sold. Prices exceed £30,000 per square meter—triple the street average, according to agents—with apartments for £20 million at the top end. American businessman Joseph Shields has just bought a two-bedroom apartment in the Lancasters. He said the ultra-high spec combined with the security of the in-house concierge sealed the deal. "The Lancasters gives us all of the luxury facilities and amenities we need to maximize the productivity and comfort of our London visits. And you don't need to worry about security if you are away for several months," he says, adding that buying a property in London has been the lynchpin to his property portfolio, which includes luxury properties in Asia, Europe and the U.S.

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