Staff Report
Dubai, UAE
Qube Development, a Dubai-based developer of residential properties and commercial spaces, has announced the ground-breaking of Elire, a branded residential development built in collaboration with global hospitality group The Lux Collective. Located in Business Bay, Elire will be managed by Lux, a brand established by The Lux Collective. The project will hand over 100 luxury residences by 2028.
Egor Molchanov, CEO of Qube Development, said, “Breaking ground on Elire is a meaningful step forward for 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.”
Residents can access fully integrated hospitality services managed by Lux branded residences, under The Lux Collective, some of which will be personal concierge, housekeeping, spa, private dining, and private chauffeur services. Phase 1 of sales is now underway, with a limited release of fully furnished three- and four-bedroom duplex apartments.
Olivier Chavy, CEO of The Lux Collective, added, “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. 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.”
Strategically located in Business Bay, Elire offers residents easy connectivity to some of Dubai’s iconic landmarks, like Burj Khalifa, Museum of the Future, and Dubai International Airport. Business Bay also generates a high return on investment, thereby attracting investors and bolstering demand for prime residences in the area. It recorded Dh4.5 billion in total sales value in Q2 2025, making it one of the top five best areas in Dubai.
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Also read: Qube Development declares Dh2.6 billion property portfolio
