Transforming Dubai’s Branded Residential Sector: The IRTH Group and Rove Hotels Collaboration
The dynamic landscape of Dubai’s real estate market is witnessing a significant transformation, thanks to the innovative collaboration between the IRTH Group and Rove Hotels. This partnership is not just reshaping the branded residential sector; it is redefining urban living in one of the world’s most vibrant cities.
The Vision Behind IRTH Group
Founded by the Alshamsi family, the IRTH Group stands as a beacon of real estate investment, emphasizing value creation, innovation, and modern living experiences. The name “IRTH,” which translates to ‘past, present, and future’ in Arabic, encapsulates the company’s commitment to quality and forward-thinking in real estate development. By focusing on sustainable and innovative projects, IRTH Group aims to create lasting value for its stakeholders while enhancing the urban fabric of Dubai.
Rove Hotels: A New Player in Branded Residences
While Rove Hotels has made a name for itself in the long-stay hotel segment, its recent foray into the branded residence space with Rove Home marks a significant expansion of its portfolio. Known for its modern and affordable hospitality offerings, Rove Hotels is now bringing its ethos of accessible urban living to the residential market. This strategic move aligns perfectly with the growing demand for well-designed, community-focused living spaces in prime locations.
A Successful Partnership
The collaboration between IRTH Group and Rove Hotels has already yielded impressive results. In just 18 months, they have launched over 1,800 residential units, with a total development value exceeding Dhs3 billion. This rapid growth is highlighted by the flagship Rove Home Downtown Dubai, which launched in September 2023 and sold out within two weeks. Following this success, projects like Rove Home Marasi Drive in Business Bay and Rove Home Dubai Marina have further solidified their reputation, with the latter being recognized as the “Best New Lifestyle Project of the Year 2024” by Gulf Business.
Rove Home Residences: Community-Centric Living
At the heart of the Rove Home concept is a commitment to fostering community. These residences are thoughtfully designed to cater to young professionals, couples, and small families who seek a balanced lifestyle in central locations. Each property features smart design elements, modern amenities, and a strong sense of community, ensuring that residents feel connected and engaged.
Moreover, owners of Rove Home residences enjoy exclusive access to services and perks across all Rove properties, enhancing their overall living experience. This integration of hospitality and residential living is a hallmark of the Rove brand, making it a unique offering in the market.
Insights from Leadership
Paul Bridger, COO of Rove Hotels, shared the inspiration behind the Rove Home concept: “Rove Home was born from a desire to redefine the branded residences space, making them accessible to a wider audience and infusing Rove’s modern and dynamic ethos into a segment traditionally dominated by luxury brands.” His vision emphasizes not only the quality of the properties but also the importance of community, which extends across all Rove properties.
Osman Celiker, CEO of IRTH Group, echoed this sentiment, stating, “At IRTH, our vision is rooted in the future, creating lifestyle destinations for next-generation living. Rove Home developments are changing the way real estate is experienced.” His focus on innovative design, functional efficiency, and vibrant communities highlights the commitment to catering to a new generation of homeowners and smart investors.
Future Growth of Rove Home
Looking ahead, the Rove Home concept is poised for significant expansion. Plans are in place to introduce 3,000 new residences over the next five years, designed specifically for professionals and investors. These new developments will feature prime locations, integrated amenities, and superior connectivity, addressing the growing demand for practical yet aesthetically pleasing living spaces.
In a market often dominated by ultra-luxury developments, Rove Home offers a refreshing alternative that balances quality and affordability. This approach not only meets the needs of today’s urban dwellers but also sets a new standard for what branded residences can offer.
Through their collaboration, IRTH Group and Rove Hotels are not just building homes; they are creating vibrant communities that reflect the modern lifestyle of Dubai’s residents. As they continue to innovate and expand, the impact of their partnership will undoubtedly resonate throughout the city’s real estate landscape for years to come.
