Something big is happening in Dubai’s real estate scene. QUBE Development, together with global hospitality brand The Lux Collective, has just broken ground on ELIRE, a luxury residential project in Business Bay. Think of it as part home, part five-star hotel experience, and it’s set to change how people see branded residences in Dubai.
Why ELIRE Stands Out
Here’s what makes this project exciting:
- Prime Location: Business Bay is one of Dubai’s hottest real estate hubs, with AED 4.5 billion worth of sales in Q2 2025 alone.
- Limited Residences: Only 100 exclusive luxury units will be built.
- Branded Lifestyle: Managed by LUX*, residents won’t just buy a home , they’ll buy into a lifestyle with hotel-level services.
- Luxury Services: From concierge and housekeeping to spa treatments, private dining, and even chauffeur services.
- Spacious Homes: Phase 1 offers fully furnished 3- and 4-bedroom duplex apartments with elegant finishes.
What Does “Branded Residence” Mean?
In simple terms, a branded residence is a home built in partnership with a luxury hotel brand. Owners enjoy the privacy of living in their own apartment while also accessing the perks of a high-end hotel.
Imagine this: You come home after a long day, and instead of worrying about cleaning, cooking, or booking a spa day — everything is taken care of, just like if you were staying at a luxury resort. That’s the lifestyle ELIRE is offering.
The Bigger Picture
- Timeline: Handover is expected in 2028.
- Vision: QUBE wants to create homes that last, timeless in design, high in value, and rich in experience.
- First in the Region: This project marks the Middle East debut of LUX* branded residences.
- Market Impact: With demand for branded residences on the rise, ELIRE is set to be a benchmark for future developments in Dubai.
Voices Behind the Project
- Egor Molchanov, CEO of QUBE Development: “We don’t just build to deliver; we build to endure.”
- Olivier Chavy, CEO of The Lux Collective: “ELIRE is about sophisticated living, blending sustainability, innovation, and luxury.”
Final Take
ELIRE isn’t just another building in Dubai’s skyline. It’s a new way of living, one that combines the best of luxury real estate and five-star hospitality. For buyers, it offers not just a property, but a long-term lifestyle investment.
