QUBE Development has officially broken ground on ELIRE, a new branded residence project in Business Bay that will be managed by The Lux Collective under its flagship brand, LUX. The project marks LUX*’s debut in the Middle East residential sector.
LUX makes regional debut
The ELIRE development brings together QUBE Development’s real estate expertise with LUX’s hospitality management, offering residents access to integrated luxury services. These include personal concierge, housekeeping, spa access, private dining, and chauffeur services.
The project will feature 100 high-end residences designed to emphasise natural light, spaciousness, and sensory design. A limited release of fully furnished 3- and 4-bedroom duplex apartments is now available as part of Phase 1 sales.
Long-term value focus
Set for completion in 2028, ELIRE is aimed at meeting the growing demand for branded residences offering lifestyle services and long-term investment potential in Dubai’s real estate market.
“Breaking ground on ELIRE is a meaningful step forward for QUBE Development,” said Egor Molchanov, CEO of 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.”
Strategic partnership
The Lux Collective, known for its global hospitality offerings, is entering Dubai’s residential market through this project.
“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,” said Olivier Chavy, CEO of The Lux Collective.
“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.”
Strengthening Dubai’s luxury market
As QUBE Development expands its presence in the region, ELIRE is expected to become a reference point for branded residential projects in Dubai. The collaboration also reflects broader market trends favouring integrated, lifestyle-oriented living spaces within the luxury segment.
tanvir@dubainewsweek.com
