The Middle East’s property and lifestyle sector is about to experience a groundbreaking shift as Lux Collective, one of the world’s most esteemed hospitality brands, partners with innovative real estate developer Qube to launch their first-ever branded residences in the region. This collaboration blends global luxury hospitality with visionary urban living—marking a defining moment in how residents in the Middle East will experience home, community, and everyday life.
At a time when the branded residence segment is booming globally, this move positions both brands at the heart of the region’s real estate transformation.
A New Standard of Living
This project is not simply about new buildings—it’s about redefining lifestyle. The Lux Collective brings its award-winning service DNA, while Qube contributes a sharp architectural vision and a deep understanding of evolving urban needs. Together, they are delivering premium, full-service homes that merge the comfort of private living with the indulgence of five-star hospitality.
Residents will benefit from 24/7 concierge service, housekeeping, wellness programs, curated dining experiences, and priority access to Lux’s world-renowned resort amenities. These homes aren’t just residences—they’re extensions of an upscale resort, promising the same attention to detail, personalisation, and charm that Lux Collective is celebrated for.
Why the Middle East, Why Now?
The decision to debut this branded residential concept in the Middle East is no coincidence. The region is undergoing unprecedented development, especially in countries like the UAE, Saudi Arabia, and Oman, where governments are actively diversifying their economies and focusing heavily on tourism, hospitality, and real estate innovation.
Cities like Ras Al Khaimah and Sharjah are now seen as fertile ground for such lifestyle-led investments. These areas are attracting both local end-users and global investors who want more than just a property—they want an experience. And in this high-demand, premium-seeking landscape, Lux and Qube’s branded residences are arriving at the perfect moment.
What Sets These Residences Apart?
Branded residences have been on the rise globally, but not all are created equal. Lux and Qube have gone the extra mile to ensure their offering is authentic, high-impact, and meaningful. Here’s what makes them truly special:
- Signature Luxury Services
Expect elevated hospitality at every turn—from in-residence dining to valet, wellness coaching to personal shopping. Lux’s legacy of hosting VIPs around the globe translates seamlessly into residential hospitality. - Design With a Purpose
The architecture takes inspiration from local culture and landscape, paired with modern luxury aesthetics. Homes will feel rooted in place yet undeniably global in appeal. - Sustainability at the Core
Embracing Lux’s commitment to green design, these homes will incorporate energy-efficient systems, sustainable materials, water conservation, and minimal environmental impact—a rare blend of opulence and eco-responsibility. - Curated Community Spaces
From rooftop lounges to meditation decks and creative hubs, the community has been designed to inspire interaction, wellness, and creativity—fostering a human connection rarely found in luxury developments.
Location Strategy
The exact site of the development remains under wraps, but sources close to the project indicate it’s in a prime Middle Eastern destination, likely benefiting from:
- Proximity to tourist hotspots, beaches, airports, and cultural sites
- Integration into vision-aligned masterplans by local governments
- Access to growing expat and HNW (high-net-worth) communities
This smart location strategy ensures the development is both aspirational and practical—ideal for both residents and investors.
Who’s Behind the Vision
About Lux Collective
Lux Collective is the brand behind globally acclaimed properties like LUX* Belle Mare, SALT of Palmar, and the Tamassa resorts. Known for crafting experiences rooted in joy, wellbeing, and sustainability, Lux is bringing its deep hospitality knowledge to the real estate domain—something only a handful of hotel brands have mastered.
With projects spanning the Maldives, Mauritius, China, and now the Middle East, Lux’s expansion into branded residences was a natural next step. This new project ties into its long-term strategy to embed lifestyle offerings into everyday living.
About Qube
Qube, meanwhile, is fast emerging as a next-generation property powerhouse. Known for its cutting-edge developments and architectural finesse, the developer has led ambitious projects across the UAE. They’re recognized for translating lifestyle trends into real estate products, often focusing on high-net-worth buyers and future-forward design.
Their recent venture, The Astera by Aston Martin, saw overwhelming interest and underscored their ability to attract top-tier partners and execute with excellence.
Investor Magnet
Branded residences are known to command a 20–30% premium over traditional luxury homes. But the price tag comes with immense benefits: brand trust, elevated service, community prestige, and often higher rental yields.
For investors, this Lux & Qube collaboration is a safe, high-return opportunity in a market with limited competition and high appetite. Global demand for serviced, branded homes is growing, especially among buyers from Europe, Asia, and the wider GCC.
Lifestyle-First, Profit-Second
Unlike some branded residence concepts that focus solely on monetization, Lux and Qube’s approach is human-first. They’ve designed every element with end-users in mind—how people live, relax, entertain, and grow in a space.
This approach means more than just ROI—it fosters belonging, joy, and inspiration, making every home a long-term emotional investment.
The Road Ahead
The project is expected to follow a phased launch:
- Pre-launch Campaign: exclusive previews for VIPs, early bird offers, and press unveilings
- Sales Phase 1: release of signature residences with bundled perks
- Construction Timeline: beginning in 2026, with handovers targeted for early to mid-2028
- Post-Launch: full integration of resident services, resort extensions, and community events
These milestones will be accompanied by digital campaigns, physical activations, and tie-ins with the broader Lux and Qube networks.
A Legacy in the Making
As both companies embark on this journey, one thing is clear: this is more than a branded residence launch—it’s the start of a new legacy in regional real estate. A fusion of East and West, luxury and sustainability, global vision and local soul.
With this initiative, Lux Collective and Qube are not only shaping skylines—they’re reshaping how people imagine home.
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