Staff Report
Dubai, UAE
Dubai developer Innovate Living and Dr. Omar BinSulaiman, Founder and Chairman BinSulaiman Group, have unveiled a novel ultra-luxury residential hospitality brand Omoria with debut project Omoria Private Residences on Dubai Islands. The brand responds to the growing demand from ultra-high-net-worth individuals for curated, service-led living experiences that move beyond traditional luxury affiliations.
Omoria’s launch is perfectly timed with the exceptional growth of Dubai’s ultra-luxury real estate sector, which continues to set new benchmarks. In Q1 2025 alone, the market posted Dh114.08 billion in transactions, marking a 29.19 percent increase over the same period last year. At the very top end, sales of villas and apartments priced above Dh15 million have skyrocketed by nearly 688 percent since 2015, reaching Dh71 billion in 2024 for the second consecutive year. This sustained surge underscores the global demand for Dubai’s most exclusive residential offerings.
The concept of Omoria is derived from a blend of the Japanese philosophy of anticipatory care and thoughtful hospitality – Omotenashi – and Italian refinement and elegance.
The first in Omario’s project pipeline, Omoria Private Residences on Dubai Islands will feature a limited collection of waterfront residences, including a penthouse, each offering direct beach access, sea views, and curated wellness-focused amenities. Designed by Innovate Living’s atelier and an acclaimed Italian director, each residence is fully furnished with interiors from leading high-end artisanal Italian brands.
Kareem Fahmy, Founder & CEO of Innovate Living, said, “We’re seeing a shift in how long-term value is perceived in the ultra-luxury residential sector. 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. As a Dubai brand, we deeply understand the evolving needs of our clientele, and with Omoria Private Residences, we’re setting a new benchmark not only for Dubai but for the world.”
Omoria is built around a 360-degree approach to holistic wellbeing and longevity. The debut project introduces a wellness centre featuring infrared saunas, salt rooms, ice baths, oxygen therapy, and personalised nutrition programs, all overseen by the dedicated wellbeing concierge. Residences also feature centralised air and water purification systems, along with a skyline padel court offering panoramic sea views.
Dr. Omar BinSulaiman, Founder & Chairman BinSulaiman Group – OBS, said, “Today’s global ultra-luxury consumer doesn’t just recognise the Dubai standard, they expect it, wherever they travel. Dubai and the UAE have redefined what the world now regards as the ultimate benchmark for excellence across experiences, services, products, and future-ready living. Omoria is born of this very DNA. At its heart lies a deep commitment to holistic well-being and longevity, sustainability and a world of exclusive, curated services, all delivered with the elegance, innovation, and precision that define Dubai and the UAE on the global stage.”
Yigit Sezgin, who has previously worked with Ritz-Carlton, Raffles, Missoni, and Fairmont will oversee the curation of Omoria hospitality experience.
“Luxury today is being redefined, not by abundance, but by intention. For ultra-high-net-worth individuals, the true measure of luxury lies in privacy, consistency and environments that adapt intuitively to their lifestyle. Omoria responds to this evolution, not by replicating the hotel experience at home, but by creating something more meaningful. We are setting a new global standard for deeply personal, operationally disciplined and experience-led residential living,” said Yigit Sezgin, Omoria advisor to the board.
Looking ahead, Omoria will expand across the UAE, the wider GCC, and select global destinations. Each development will remain anchored in the brand’s pillars of privacy, human-centric design, hospitality-led service, and a holistic approach to well-being.
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