Staff Report
Dubai, UAE
The Lux Collective, a global hospitality group, in partnership with Adanté Realty, has launched Socio By The Lux Collective, the first-ever hotel and branded residences in Sultan Haitham City, Oman. Spanning Plot 97 to 99 within Yenaier Residences – the flagship sustainable development of Sultan Haitham City – the project will deliver 219 branded residences and 170 hotel keys.
The signing ceremony between The Lux Collective and Adanté Realty took place at the Oman Real Estate Expo at the Oman Convention & Exhibition Centre, marking a milestone moment in Oman’s real estate evolution.
Dr Aadil Alexander, Chief Executive Officer of Adanté Realty, stated, “With the official signing now complete, we are thrilled to formally launch Socio By The Lux Collective, a bold new chapter for residential living in Oman. This partnership reflects our shared vision to create elevated living experiences grounded in purpose, sustainability and global design.
“Socio By The Lux Collective will not only redefine branded residences in the region but will also serve as a catalyst for future-ready communities in Sultan Haitham City. We believe this is the kind of project that will attract international attention and long-term value, not only for residents but for the nation as a whole.”
Strategically located in Phase 1 of Oman’s first smart city, Socio By The Lux Collective introduces a vibrant lifestyle destination that combines luxury design, community driven experiences, and long-term investment potential. Designed for modern urban living, these residences offer residents premium hospitality services, smart home features, and seamless integration with retail, wellness, and green spaces.
Mr Olivier Chavy, Chief Executive Officer of The Lux Collective, added, “We are truly honoured to embark on this like-minded partnership with Adanté Realty – one that is built on creativity and a shared belief in future living. As part of our Group’s strategic global expansion and strong commitment to the Middle East region, we are proud to announce the signing of our new urban lifestyle brand Socio in Oman – Socio By The Lux Collective.”
Socio By The Lux Collective will feature a total of 389 units, including 170 hotel keys, 123 branded serviced apartments, and 96 branded non-serviced apartments. These branded residences form an integral part of the broader Yenaier Residences masterplan, which comprises over 780 residential units.
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