A new luxury residential brand founded in Dubai is aiming to redefine ultra-high-end living with a focus on personalised service, wellness, and privacy.
Omoria Private Residences, launched by Innovate Living Development and Dr. Omar BinSulaiman, introduces a boutique residential hospitality concept built around holistic well-being and tailored lifestyle experiences. The brand’s first project will be located on Dubai Islands.
Service-led living concept
Omoria combines high-end design with a residential hospitality model that goes beyond traditional luxury real estate. Key features include in-home wellness services, a dedicated concierge for nutrition and longevity plans, spa treatments, and curated dining.
“Today’s global ultra-luxury consumer doesn’t just recognise the Dubai standard, they expect it, wherever they travel,” said Dr. Omar BinSulaiman, Founder & Chairman of BinSulaiman Group.
“Omoria is born of this very DNA… with a deep commitment to holistic well-being and longevity, sustainability and a world of exclusive, curated services.”
The Dubai Islands development will include a collection of private waterfront homes, including a signature penthouse with beach access and sea views. Residences are fully furnished with Italian-made, artisanal interior pieces.
Wellness at the core
A key feature of Omoria’s offering is its luxury wellness centre, which will include infrared saunas, oxygen therapy, salt rooms, ice baths, and centralised purification systems. A skyline padel court with sea views will also be part of the facilities.
“Luxury today is being redefined, not by abundance, but by intention,” said Yigit Sezgin, Omoria advisor to the board. “Omoria responds to this evolution, not by replicating the hotel experience at home, but by creating something more meaningful.”
Market demand supports growth
The brand enters the market amid strong growth in Dubai’s luxury real estate sector. In the first quarter of 2025, the city recorded Dhs 114.08 billion in real estate transactions, a 29% increase from the same period in 2024. High-end property sales above Dhs 15 million have reached Dhs 71 billion for the second year in a row.
Kareem Fahmy, Founder & CEO of Innovate Living, said, “We’ve introduced a proprietary hospitality model that offers the refinement of a luxury home, combined with Omoria’s new gold standard in private hospitality.”
Future expansion planned
Omoria plans to expand across the UAE, wider GCC, and select international markets. Future developments will continue to focus on privacy, personalised service, and well-being, according to the brand.
The leadership team behind Omoria includes experienced names from Ritz-Carlton, Raffles, Mandarin Oriental, and Rosewood. The advisory board brings over 250 years of combined experience in hospitality, branding, and residential development.
tanvir@dubainewsweek.com
