Global luxury hospitality group The Lux Collective has officially announced its strategic collaboration with QUBE Development. This partnership signifies the upcoming launch of LUX branded residences in the Middle East, with a new luxury project expected to debut by 2028.

This association uniquely combines the strengths of two industry leaders, both dedicated to design excellence and innovation in premium living. The new project aims to redefine the luxury residential experience in Dubai, joining top-notch residential development with world-class hospitality.

With complementary values and expertise, QUBE Development and The Lux Collective are setting a new benchmark in branded residences, enhancing lifestyles beyond what is anticipated. They aspire to provide residents with experiences that exceed standard expectations.

Shared commitments in a dynamic sector
QUBE Development’s CEO, Egor Molchanov, emphasized: “Our collaboration with The Lux Collective is rooted in a shared commitment to purposeful disruption. We align ourselves with partners who transcend conventional limits, and The Lux Collective team’s perspective bonds with our vision for the future of luxurious residential living.”
The Lux Collective’s CEO, Olivier Chavy, remarked: “In alignment with our global growth plans focusing on the Middle East, this partnership marks a significant extension of our LUX brand within Dubai. QUBE is a trustworthy developer with profound dedication to premium projects and development, and we are thrilled to collaborate with a team that shares our sustainability and excellence values.”
Dubai’s branded residences market has shown impressive growth, reinforcing the city’s global leadership in luxury real estate. In the first half of 2024, Dubai recorded 5,592 sales of branded residences, with a transaction value reaching AED 28.8 billion, representing 7.2% of total property transactions by volume and 12.6% by value.

As demand escalates, fueled by global investors and high-net-worth individuals pursuing prestige and an elevated lifestyle within a secure environment, the sector’s appeal continues to strengthen. According to Morgan’s International Realty’s latest report, buyers are willing to pay a premium of up to 42% per square foot for branded residences, underscoring the attractiveness of this market segment.