Fäm Appointed Master Agency for $16.3 Billion Wellness Community in Dubai

Dubai, UAE - July 22, 2025 – Fäm Properties has been named the exclusive master agency for Phase 1 of Keturah Ardh, a landmark wellness-integrated luxury community in Dubai. The project, valued at USD 16.3 billion (AED 60 billion), is being developed by MAG Group, one of the UAE’s most prominent real estate developers, known for delivering high-profile, design-forward communities across the emirate.

MAG Group Expands Wellness-Led Portfolio

MAG Group, the master developer behind Keturah Ardh, has a reputation for combining architectural innovation with lifestyle purpose. The company is the driving force behind the broader Keturah-branded ecosystem, which includes Keturah Reserve, Keturah Resort, and Keturah Bahar. With Keturah Ardh, MAG is taking a strategic leap forward, fusing authentic Arabic design with wellness-first urban planning.

The project’s name, “Ardh,” meaning “earth” in Arabic, reflects the developer’s ambition to create a grounded, culturally rich environment while promoting holistic living. This aligns with MAG’s broader vision to redefine luxury living through thoughtful design and elevated human experiences.

Wellness Meets Urban Planning

Phase 1 of the project will bring to market 558 freehold townhouse plots, arranged across 93 clusters. These plots are pre-approved for luxury wellness residences and are aimed at investors and end-users seeking long-term, culturally aligned value.

The development will include a wide range of premium wellness amenities, such as saunas, spas, yoga studios, cycling and walking tracks, and large green spaces with mature trees sourced from Europe, Asia, and Africa.

Fäm Properties Leads Global Sales Strategy

Fäm Properties has been tasked with overseeing all broker engagement and sales for Phase 1. The agency will host its official launch event on July 23 at the Joharah Ballroom in Madinat Jumeirah. Speaking on the appointment, CEO Firas Al Msaddi said: “We’re excited to team up with MAG Group on such a distinctive project. Keturah Ardh is a great fit for our expertise in off-plan sales, land advisory, and creating flexible payment solutions that meet the needs of today’s buyers.”

“This isn't a typical real estate launch, and it isn't a typical product. We're introducing Dubai's most exclusive heritage-wellness opportunity: freehold plots with luxury townhouse permits, ready for those who want to build, design, and invest in generational value while honouring authentic Arabic cultural heritage,” he explained.

“Genuine heritage-wellness integration is limited, and plots for luxury townhouses in such communities are by far the most in-demand, hardest-to-find asset in the market today. For the last four years, this segment has been leading in both performance and investor interest,” he added.

Infrastructure handover for the project is planned for Q1 2026, with construction set to begin in Q4 2026. Full completion of the community is expected by 2030.