Dubai, UAE — QUBE Development and The Lux Collective have officially broken ground on ELIRE Managed by LUX branded residences in Dubai, a new luxury residential project located in Business Bay. The launch marks the Middle East debut of LUX* branded residences and the beginning of construction for a development set to reshape the branded real estate market in the city.
A Strategic Partnership in Dubai’s Luxury Market
The collaboration brings together QUBE Development, known for its community-focused approach, and The Lux Collective, a hospitality group behind LUX*, SALT, and TAMASSA. The project aims to integrate architecture, hospitality, and lifestyle, offering a residential experience enhanced by hotel-level services.
Phase 1 of sales has already opened, featuring fully furnished three- and four-bedroom duplex apartments. These units are designed with expansive layouts, luxury finishes, and integrated lifestyle amenities. Future residents will have access to concierge, housekeeping, spa, private dining, and chauffeur services, all managed under the LUX* brand.
With handover scheduled for 2028, the project is expected to attract both local and international investors seeking luxury living with long-term value.
Rising Demand for Branded Residences
Dubai has seen rising demand for branded residences, which combine real estate investment with the prestige of hospitality brands. Industry analysts note that such properties often command premiums over non-branded units due to management quality, global recognition, and service standards.
Also read: Waldorf Astoria Debuts First Branded Residences in Ras Al Khaimah
ELIRE’s location in Business Bay — one of Dubai’s most active real estate hubs — positions it to benefit from both lifestyle and investment demand. The project adds to the emirate’s growing pipeline of luxury branded residences, which have become increasingly sought-after by global investors.
Egor Molchanov, CEO of QUBE Development, said:
“Breaking ground on ELIRE is a meaningful step forward for QUBE Development. This project reflects our belief in building with intention, care and lasting value. We don’t just build to deliver; we build to endure. In partnership with The Lux Collective, we are creating a residential experience that brings together modern international standards with a strong sense of local identity. All of our luxury residences are designed to be timeless, both in its architecture and in the way they will serve the people who will call them home.”
The Lux Collective’s Entry into the Middle East
For The Lux Collective, ELIRE represents the flagship brand LUX*’s first entry into the Middle East’s residential sector. The company operates 18 resorts and hotels across Mauritius, Maldives, China, and Tanzania, with 12 more in its development pipeline.
Olivier Chavy, CEO of The Lux Collective, said:
“With our progressive global growth strategy and focus on the Middle East region, we are proud to bring our luxury flagship brand LUX to Dubai. This partnership with QUBE Development reflects our shared values of sustainability, innovation and excellence. ELIRE Managed By LUX* will be a new expression of our brand in an urban setting through the LUX* branded residences. We look forward to welcoming residents on a journey of sophisticated living.”*
Sustainability and Long-Term Vision
QUBE Development has emphasized sustainability and generational value creation as central to its projects. ELIRE will be designed with a focus on light, openness, and sensory connection, aligning with The Lux Collective’s eco-conscious “Tread Lightly” program.
This positioning caters to a growing class of investors who prioritize not only returns but also sustainable living environments. The integration of wellness, personal services, and lifestyle experiences positions ELIRE as more than just a residential project — it is pitched as a benchmark for Dubai’s evolving luxury real estate segment.
Market Significance for Dubai Real Estate
With Dubai’s branded residences sector expanding rapidly, the launch of ELIRE Managed by LUX branded residences in Dubai highlights sustained investor appetite for projects that merge exclusivity with lifestyle.
Also read: Azizi Unveils Wares, a New Residential Community in Downtown Jebel Ali
For Indian and international buyers alike, the development represents an opportunity to participate in one of Dubai’s most resilient real estate categories. With limited inventory, a prime location, and hospitality-led services, ELIRE is expected to strengthen Dubai’s standing as a global hub for luxury residential investment.
Why Indian Investors Are Taking Notice
Indian investors, already among the top foreign buyers of Dubai real estate, may find ELIRE Managed by LUX branded residences in Dubai particularly attractive. Compared to ultra-prime locations such as Downtown Dubai or Palm Jumeirah, Business Bay offers relatively competitive entry points while still being central.
Analysts highlight that branded residences appeal strongly to Indian high-net-worth individuals who value both lifestyle and yield. For buyers seeking a second home or an investment property, projects like ELIRE combine hospitality services with capital appreciation potential.
The 2028 handover timeline also provides investors with the option of phased entry, allowing them to secure units now and benefit from potential price growth as completion nears. In addition, Dubai’s strong rental demand for luxury furnished residences makes such projects appealing for income generation.
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