Qube Unveils Lux: A New Era of Luxury Living in Dubai
In an audacious development that further strengthens Dubaiโs position as one of the worldโs luxury capitals, QUBE Development has officially broken ground on ELIRE, its 100 unit Lux branded residences in Business Bay. While these words should unite architectural quality with quality service, the ELIRE project represents the first time LUX branded residences have entered the Middle East. By covering the site and working with The Lux Collective, an award winning international hospitality group, QUBE is putting forward an innovative proposition in Business Bay โluxuryโ apartments, a fully assembled package in which design, experience, and sustainability come together as a singular whole.
Walking into the site at the centre of Dubaiโs most active district, it is difficult to believe the ambition and success that lies ahead for ELIRE. The property is premium property in the heart of the city, and despite observing the continuing growth in the branded and off plan real estate market in Dubai, the launch of Lux branded residences in Dubai indicates more than ever a pivotal moment for the evolution of living in Dubai.
Architectural Innovation: Design Highlights of the 100 Unit Residences
At its root, ELIRE is a unique building concept based on light, space, and the allure of oneโs senses. With 100 private residences, including fully furnished 3 and 4 bedroom duplex apartments, ELIRE elevates lifestyle living in real estate projects in Business Bay.
ELIRE residences have large floor plans that help maximize natural light and sightlines throughout, with the intention of QUBEโs philosophy of creating living environments that are simple and define timeless living. Designed for easy luxury, the apartments are equipped with high end finishes, while architectural features find a balance between aesthetics and ongoing usability. Beyond the physical build, ELIREโs architecture transcends the typical private dwelling into an exclusive retreat, which is an extension of the branded residence trends that focus on private living and hospitality.
Prime Location: Why Dubaiโs Lux Residences Are Set to Redefine Urban Living
Business Bay, where ELIRE will be located, is one of the more sought after residential precincts in Dubai. During Q2 2025, Business Bay, alone, reported more than AED 4.5 billion in off plan sales across nearly 1,900 transactions, distinguishing it as a sector that attracts both investors and end users. Business Bay is located at the intersection of Downtown Dubai, Sheikh Zayed Road, and the Dubai Canal. It has unrivalled connectivity with metro, road, and waterways and is near high end business districts like DIFC and vibrant retail and entertainment.
In addition, the branded residence category in Dubai has experienced skyrocketing demand due to attractive payment plans, investment opportunities, and amenities that provide a sophisticated lifestyle. QUBEโs ELIRE, and the hospitality integration with LUX will undoubtedly enhance this category in Business Bay, with the prospect of capital appreciation and enhanced day to day living.
Sustainable Luxury: Qubeโs Vision for Eco Friendly Residences
Consistent with its approach to development, QUBE Development in Dubai continues to place emphasis on sustainable development and a community based approach. ELIRE harmonizes high end living with eco-aware principles as a branded residence. For its part, The Lux Collective brings its Tread Lightly global sustainability initiative into the urban residential paradigm, providing a frame of reference for eco conscious operations. Although distinct Green Building credentials are not yet confirmed, the collaboration represents a residence that has regard for efficient resource use, mitigation of environmental harm, and sustainable value for residents and the earth. By infusing apartment living with sustainable hospitality values, QUBE and LUX transform Business Bay luxury apartments from extravagant spaces to responsible dwellings, marking an important innovation in urban real estate.
Conclusion
The construction of ELIRE QUBE Development and LUXโs 100 unit Lux branded residences in Dubai represents a key milestone in Dubaiโs real estate story, with its sought after Business Bay location, progressive design that emphasises light and openness, and hotel style service components that set a new standard for branded residence offerings across the region. As Dubai continues to welcome astute global investors and discerning home buyers looking for lifestyle led living, ELIRE embodies the spirit of architecture, sustainability, and service focused luxury. With handover expected in 2028, it is much more than just its property; ELIRE expresses QUBEโs long held approach: build to last, uplift, and inspire.
