Qube and Lux break ground on Elire branded residences in Dubai

Dubai, United Arab Emirates, August 27, 2025 - Qube Development, a leading real estate developer known for creating uniquely designed communities across the UAE, has partnered with The Lux Collective, the global hospitality group behind the flagship brand Lux, to break ground on its landmark branded residence Elire in Dubai.

Located in Business Bay, the project will introduce 100 exclusive luxury residences designed with a distinct style rooted in light, surrounding space, and sensory connection. Managed by Lux, the residences mark the brand’s official debut in the Middle East.

A Defining Collaboration

The ground-breaking ceremony signaled the formal start of construction for a visionary development designed to elevate lifestyle living in Dubai. Blending refined architecture with premium hospitality services, Elire aims to set a new benchmark in branded residential living.

Future residents will benefit from fully integrated hospitality services under Lux branded residences, operated by The Lux Collective. These services include personal concierge, housekeeping, spa, private dining, and private chauffeur offerings.

Phase One of sales is underway, featuring a limited release of fully furnished 3- and 4-bedroom duplex apartments with expansive layouts and luxury finishes.

Voices from the Groundbreaking

Egor Molchanov, CEO of Qube Development, emphasized the project’s long-term vision: “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.”

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.”

Expanding Portfolios and Market Demand

The development combines Qube’s expertise in community-focused design with The Lux Collective’s commitment to people-centric, sustainable hospitality. With handover scheduled for 2028, Elire is positioned to meet growing demand for branded residences that deliver integrated lifestyle services and long-term investment value.

Qube officials, including CEO Egor Molchanov and Project Director Hala Adra, joined The Lux Collective’s CEO Olivier Chavy at the ceremony, underscoring the significance of this partnership.

The launch of Elire reinforces Dubai’s position as a global leader in luxury real estate, while strengthening Qube Development’s expanding portfolio of landmark projects.

As Molchanov noted, “With its bold vision, refined design, and world-class hotel partnership, it will set a new industry standard for what modern branded residences will have to be.”