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Rove Hotels and IRTH Group today announced a multi-year partnership that will bring a new pipeline of standalone Rove Home residential developments to communities across the UAE, formalising the next phase of a collaboration that has already delivered successful residential and commercial concepts across Dubai.
A PARTNERSHIP BUILT ON MOMENTUM
A PARTNERSHIP BUILT ON MOMENTUM
IRTH Group and Rove Hotels have worked together for years, launching three Rove Home residential projects and HQ by Rove, the region's first hospitality-branded offices for sale — accounting for more than 2,000 sold-out units in Dubai. That track record has created the foundation for both companies to formalise the next phase of their relationship.
The announcement comes as Rove Home Downtown, the first residential development launched by IRTH and Rove in 2023, nears completion, with handover of residences set to commence before the end of the year. The milestone will see the first Rove Home move from concept to reality.
Under the new partnership, IRTH Group will develop standalone Rove Home residential projects across the UAE. Together, the partnership combines Rove's hospitality expertise, distinctive design language and community-led approach with IRTH's capabilities in real estate development, design, product innovation and execution.
Rove Hotels is also in a period of rapid regional growth, having expanded into new markets across Saudi Arabia, Oman and Egypt in recent months, and now has close to 10,000 keys open or under development region-wide.
ONE ETHOS, TWO BRANDS
Each collaboration has allowed IRTH and Rove to challenge established conventions and develop new ideas around how people live and work. Whether residential through Rove Home or commercial through HQ by Rove, both are built around the same principle: to bring thoughtfully designed, hospitality-led spaces with extensive amenities to prime, connected locations, while creating a value proposition that makes those locations relevant to a much broader audience.
It is an approach that combines location, design, hospitality, amenities and value rather than treating any one of them as a compromise for another. Across Rove Home, that thinking has translated into innovations including modular units that combine to create larger and more flexible layouts, intelligent space-saving furniture and new approaches to indoor-outdoor living.
Amenities have been equally fundamental to the Rove Home proposition. Each development dedicates an exceptionally high proportion of its space to amenities and shared experiences, creating destinations built around wellness, work, sport, social interaction and community — not simply residential buildings with amenities added to them.
On the commercial side, HQ by Rove applies the same philosophy to the workplace, combining hospitality, concierge services, flexible working environments and lifestyle amenities rarely found in a conventional business tower. Together, Rove Home and HQ by Rove have become a platform for IRTH and Rove to continuously challenge what residential and commercial real estate can offer.
NEXT CHAPTER: ROVE HOME THE GREENS
The first residential project to launch under the extended collaboration will be Rove Home The Greens, a 200-home residential development within The Greens, one of Dubai's most established and best-loved neighbourhoods, known for its mature landscaping, walkable streets and relaxed, community-focused atmosphere. The development benefits from easy access to Sheikh Zayed Road and some of Dubai's principal residential, leisure and business destinations.
Rove Home The Greens will continue the portfolio's exceptionally high commitment to amenities and shared lifestyle spaces, while introducing the next evolution of the Rove Home model through innovations in design, space planning, product features, hospitality and the ownership proposition.
“Rove Home and HQ by Rove were conceptualised to break the mold of what accessible living and working spaces can look like. By pairing our vibrant design and hospitality expertise with an offering that delivers true value, we’ve created an ecosystem that resonates deeply with modern residents and business owners. IRTH Group shares our progressive mindset and commitment to the UAE market, making them the natural partner as we expand our residential and commercial footprint across the Emirates.” — Paul Bridger, COO of Rove Hotels
“Real estate in this region has followed the same playbook for a long time. At IRTH, innovation and forward thinking are fundamental to how we develop, so we are always exploring how we can challenge convention and create something better. From Downtown to Marasi Drive and Dubai Marina, and then into the workplace with HQ by Rove, our collaboration with Rove has allowed us to evolve the concept and push the boundaries further with every project.
Rove Hotels and IRTH have now decided to take that collaboration forward through an exclusive partnership. It reflects our mutual confidence in what we have created together and, more importantly, our shared ambition for what comes next. Rove Home The Greens will be the first project to launch in this new chapter, with a much wider pipeline of Rove Home destinations to follow across the UAE. With Rove Home The Greens, we are also looking beyond the home and asking what more ownership can offer over time. The result brings together product, hospitality, amenities and ownership in a way we haven’t done before — and I believe it will make people look at the proposition very differently.” — Osman Celiker, CEO of IRTH Group
Rove Hotels and IRTH have now decided to take that collaboration forward through an exclusive partnership. It reflects our mutual confidence in what we have created together and, more importantly, our shared ambition for what comes next. Rove Home The Greens will be the first project to launch in this new chapter, with a much wider pipeline of Rove Home destinations to follow across the UAE. With Rove Home The Greens, we are also looking beyond the home and asking what more ownership can offer over time. The result brings together product, hospitality, amenities and ownership in a way we haven’t done before — and I believe it will make people look at the proposition very differently.” — Osman Celiker, CEO of IRTH Group
With Rove Home Downtown approaching handover and Rove Home The Greens set to become the first launch under the new partnership, Rove Hotels and IRTH Group will continue to build on the same foundation — design, hospitality, amenities, community and value — while bringing new ideas to each development across the UAE.
Rove Hotels IRTH Group
