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IRTH Group, in partnership with Rove, has launched the new ‘Rove Home Marasi Drive’ project in Business Bay. This project introduces Ori Living, a US-based modular living solution, to the region for the first time.

Rove Home, a new market concept inspired by <a href="https://www.rovehotels.com/en/" target="_blank" rel="noopener">Rove Hotels</a>, blends the comfort of home with hospitality flair. In conversation with CID, Milica Jevtovic, associate director at Zebra Global, delves into the project’s design, the brand guidelines when designing a ‘branded’ residence of sorts and how it differs from traditional hospitality design.

IRTH group’s brief to the interior firm was to design an urban oasis celebrating an iconic location. “Styling a mix of fully furnished Studios, 1 bedroom &amp; 2 bedroom apartments, the interior design would blend urban design with natural elements, creating a one-of-a-kind residential building in the heart of Dubai,” reveals Osman Celiker, managing director, IRTH Group. “Our brief touched upon creating unique spaces to enjoy a modern environment and a community lifestyle – offering a holistic blend of wellness and urban sophistication.”

Rove Home draws inspiration from the Rove Hotels style through materiality, joinery and dimensions. “Without strict guidelines, this allowed for creative freedom in design while still being influenced by the functionality established by Rove Hotels,” shares Jevtovic. This balance between structure and freedom was crucial, allowing the design team to innovate while maintaining a cohesive aesthetic.

In collaboration with the Rove and IRTH teams, Jevtovic and her colleagues developed guidelines specifically for these branded residences. “We developed guidelines tailored for these branded residences, adapting the Rove Hotels style but altering it to suit residential needs,” she notes. The result is a living space that mirrors the lifestyle of Rove Hotel guests, with the Rove DNA embedded in every design element. “The residences reflect the Rovers lifestyle, creating a unique Rove identity for the residential market.”

One of the standout features of <a href="https://irth.ae/rove-home-marasi-drive-business-bay-dubai" target="_blank" rel="noopener">Rove Home Marasi Drive</a> is its innovative design elements. “Smart planning was essential to maximise space in the apartments,” Jevtovic explains. Features like folding balcony doors extend the living area to create an indoor-outdoor space, enhancing the sense of spaciousness. “This design not only enhances the sense of spaciousness but also brings the outside in, allowing for a more versatile and enjoyable living environment.”

Creative elements like bi-folding glass doors, full-height windows, pocket walls, Flexibeds, Ori Cloud Bed Sofa, were conceptualised and incorporated into the design. “From the elevators and corridors to the amenity zones and apartment styling – each space creates a dynamic, authentic, and personalised living experience,” shares Celiker. “The impressive drop-off and entrance areas, the double-height lobby with stunning art, and exciting indoor and outdoor spaces were all to be seamlessly integrated and connected in practical design.”

Additionally, pocket sliding doors between living spaces and bedrooms provide flexibility, allowing residents to combine areas into one expansive living space when desired. “These thoughtful design elements ensure residents can make the most of their living areas, adapting the space to suit various needs and lifestyles,” says Jevtovic. She adds that each space at Rove Home is maximised for functionality, with no wasted or boxed-off areas.

The fully furnished apartments, the firm says, have been designed with residents’ needs in mind. “The apartments include designated spaces for items like luggage. Custom joinery ensures everything has a purpose, and planned storage solutions meet all basic needs, offering superior organisation and convenience,” Jevtovic points out. The Studio Squared feature, for example, incorporates a Murphy bed that can be easily stowed away, allowing the space to transform smoothly from a living area to a bedroom. “Our goal was to provide a flexible space that offers the comfort of a regular bed and the functionality of a living area at the same time.”

The integration of Ori Living’s modular solutions further enhances the living experience at Rove Home Marasi Drive. “The Ori bed living modular solution enhances the residence’s space with two-in-one functionality, eliminating the need to dress and undress the bed daily,” Jevtovic explains. This system maximises living space by utilising vertical storage, fitting seamlessly into the Rove DNA. “With the click of a button, you can effortlessly transform your living space.”

Amenities comprise a café, co-working space, lounge and informal meeting rooms which support the growing trend of remote work and provide opportunities for residents to network and collaborate, reflecting Rove’s community-centric philosophy. “The overall goal of Rove Home is to foster a sense of community by encouraging residents to spend time together through the 50+ amenities,” Jevtovic says.

Fitness options are also a priority, with a gym and indoor and outdoor pools providing convenient fitness options. “These amenities eliminate the need to leave home for these facilities and stay within the Rove community,” Jevtovic adds.

Balancing cutting-edge home technology with aesthetic appeal was another focus area when designing Rove Home Marasi Drive. “All apartments are equipped with advanced smart home features, fully compatible with both Google and Alexa,” Jevtovic mentions. This integration enhances convenience and control for residents, ensuring a modern living experience.

Sustainability is also a key consideration in the design and construction of Rove Home Marasi Drive. “A comprehensive sun study was conducted during the architectural design phase to maximise natural shade over the pool and balconies,” Jevtovic explains. This strategic placement reduces the need for air conditioning and decreases electricity usage. Additionally, locally sourced materials are used to minimise the carbon footprint associated with transportation.

Rove Home is a residential space, so its design practices differed from hotel design requiring the design to be livable and reflect the Rove brand DNA. “The design complements the Rove brand by incorporating muted tones of their usual color palette and balances colors that complement the brand,” adds Jevtovic.

Creating a user experience that balances functionality and community engagement had its share of complexities but was rewarding, says the team. “Installing a karaoke room and guest suites that cleverly provide space for visiting family are novel additions,” Jevtovic shares. The aim is to create a personalised space that adapts to residents’ needs, whether it’s a bedroom, socialising area, playroom, or office. “This holistic approach not only enhances the living experience but also strengthens the community’s fabric.”

Paul Bridger, COO, Rove Hotels states that the space is a perfect embodiment of Rove’s unique style, transforming the lively atmosphere of our hotels into a residential context. “We’re delighted with the design of Rove Home Marasi Drive. Our partners at Zebra and IRTH have done an exceptional job in understanding Rove’s identity and have created vibrant, intelligently designed spaces that nurture a sense of community,” Bridger asserts. “We’re confident that residents will thoroughly enjoy the interiors and facilities at Rove Home Marasi Drive.”

ABOUT ZEBRA GLOBAL

20,000+ projects | 100+ countries | 300+ brands | 200+ team | 6 offices

Zebra is a global design and architecture consultancy specializing in consumer-focused experiences. With 25 years’ retail and hospitality experience, unmatched commercial intuition and a rare understanding of what it means to be a client building a brand, we deliver design that truly connects brands to consumer needs. Find out more on <a href="http://www.zbr.global">www.zbr.global</a>

ABOUT ROVE HOMES

Rove Home branded residences are an addition to the Rove Hotels brand, in partnership with IRTH Group. Find out more on <a href="http://www.rovehotels.com/en/rovehome" target="_blank" rel="noopener">www.rovehotels.com/en/rovehome</a>

Blending the comfort of home with hospitality flair, Rove Home Marasi Drive is the second Rove branded residences by IRTH & Rove Hotels

Inside Rove Home Marasi Drive - IRTH

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Inside Rove Home Marasi Drive

Dubai-based real estate developer <a href="https://irth.ae" target="_blank" rel="noopener">IRTH</a>, recently donated one million AED to the Emirates Red Crescent, towards its Tarahum for Gaza initiative, in line with its ongoing corporate social responsibility (CSR) efforts.
The donation of 1 Million AED was made <a href="https://www.instagram.com/stories/highlights/18220673011273081/" target="_blank" rel="noopener">on behalf of approximately 100 partners and agents</a>, in a shift from its tradition of hosting special events for agents and partners.

Commenting on the donation, Osman Celiker, Managing Director, IRTH Group, said: “We believe in the power of collective action to bring about positive change in our communities. Our humble contribution reflects the real estate industry’s dedication to embodying the UAE’s values of compassion and humanity. This initiative also serves as our heartfelt appreciation to our esteemed partners.”

About IRTH Group

Founded under the legacy of the renowned Alshamsi family, IRTH is a growing real estate investment platform - based on the philosophy of value creation, innovation and building world-class living experiences.

IRTH takes pride in offering the best-in-class locations and properties for value-based investment opportunities - setting new standards in the real estate market in the region. IRTH continues seeking new opportunities and broadening horizons – thriving in any market situation through an extensive land bank and strategic partnerships.

In 2023, IRTH announced ROVE HOME at Downtown Dubai – the first-ever ROVE branded residential project, set for completion in 2026. In April 2024, IRTH in partnership with Rove Hotels announced two new projects.

With several other upcoming developments at prime locations, IRTH continues to build on its legacy - founded on a solid commitment to excellence, trust and quality lifestyle living. IRTH’s futuristic vision is supported with a proactive approach, swift actions, strong financial backing, and high-quality projects - bridging the gap between ambition and success.

IRTH donates one million AED to Emirates Red Crescent as part of CSR efforts. IRTH is a real estate developer in Dubai, building Rove Homes..

IRTH donates one million AED to Emirates Red Crescent on behalf of agents - IRTH

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IRTH donates one million AED to Emirates Red Crescent on behalf of agents

The project offers fully-furnished studios, one-, and two-bedroom apartments with feature contemporary finishes and smart home features. Rove Home Downtown represents a significant milestone for Rove as it marks the brand’s first-ever foray into residential property.

Key consultants on the project included architect Archcorp, landscape architect SCLA, interior design by Zebra, and art by Studio Feel who worked towards creating living spaces that blend aesthetics with functionality.

The building, Rove says, will feature one of the highest ratios of amenities to living space in the Downtown Dubai area.

Facilities will include an outdoor infinity pool and a lap pool, co-working spaces, basketball and padel courts, a jogging track, a Rove café, a rooftop deck with Burj Khalifa views, among others.

Rove Home Downtown will be situated at the heart of Downtown Dubai, steps away from attractions such as Dubai Mall, the Burj Khalifa, and Dubai Opera, surrounded by boutique shops, fine-dining restaurants, entertainment venues, and other essential amenities. The location is also well connected to the rest of the city, with easy access to Sheikh Zayed Road, Business Bay, DIFC, and Al Khail Road.

“We are thrilled to announce our first Rove Home residences project in Dubai. This new flagship location at the heart of Downtown Dubai represents an important step for the Rove brand and our commitment to create lifestyle living experiences that are as unique as our hotels,” remarked <a href="https://www.hoteliermiddleeast.com/people/rove-expo-2020-expo-city-gm">Paul Bridger, COO of Rove Hotels</a>.

Rove Hotels has partnered with real estate investment and development company, IRTH for this project. Osman Celiker, managing director of IRTH said, “We are thrilled to embark on this exciting journey with Rove and have the opportunity to bring the unique Rove Home concept to Dubai for the first time.

“Together, we are dedicated to redefining contemporary living by offering spaces that not only reflect the latest trends in design and technology but also prioritise comfort and convenience.”

This announcement by Rove comes at an interesting time as the branded residential market witnesses significant growth, most of which has occurred in the upper luxury segment. While Rove Home Downtown marks the company’s first residential project in Dubai, Rove Hotels has set sights on exploring multiple opportunities for the future, taking the brand’s signature lifestyle living concept into new destinations.

Rove Hotels recently also announced its pledge to plant a tree for every stay booked at its hotel from November 30 to December 12. The sustainability initiative is in line with COP28 and will be fulfilled in partnership with W&amp;A Consular and Eden Reforestation Projects.

Rove Home - a new branded residences concept debuts in Dubai. Rove Hotels in partnership with IRTH Group will launch Rove Homes Residences.

Rove announces its first branded residences project in Dubai - IRTH

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Rove announces its first branded residences project in Dubai

Rove Home aims to launch over 3,000 branded residences over the next five years.


Dubai hospitality brand Rove and real estate platform IRTH have partnered to launch new residential projects in the city, the first of which will be located in Marasi Drive, Business Bay. Rove Home will span across three zones and offer a mix of fully furnished studios, 1-bedroom, and 2-bedroom apartments.

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Rove Home aims to launch over 3,000 branded residences over the next five years. Each residential project features various amenities for residents including cafes, convenience stores, co-working spaces, arcades and sports facilities.


The project at Marasi Drive will spread across a floating podium level, a sky garden and a rooftop level with indoor and outdoor swimming pools alongside other recreational and fitness facilities.

“Introducing Rove Home Marasi Drive is a testament to our dedication to offering something different and innovative in the realm of contemporary residential living in Dubai,” said Paul Bridger, Chief Operating Officer at Rove Hotels.

“Focusing on innovation, Rove Home brings a unique proposition to the <a href="https://www.arabianbusiness.com/tags/dubai-real-estate">real estate market</a>. We have seen huge demand for this new <a href="https://www.arabianbusiness.com/tags/branded-residences">branded residential offering</a>, and we are now targeting 3,000 apartments over the next five years,” he added.

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“We are pleased to extend our partnership with Rove by signing two new properties, marking a significant milestone in our commitment to innovative residential living,” added Osman Celiker, Managing Director at IRTH.“


Driven by our shared values and building on the success of <a href="https://www.rovehotels.com/en/rovehome/">Rove Home</a> in Downtown, we aim to fulfill the ever-evolving needs of Dubai’s dynamic residents with this project,” he added.

IRTH launches new residential project in Business Bay. Rove Home Marasi Drive has 809 fully-furnished modern apartments in prime location..

Dubai real estate: Rove, IRTH launch new residential project in Business Bay - IRTH

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In The News

Inside Rove Home Marasi Drive

IRTH donates one million AED to Emirates Red Crescent on behalf of agents

Rove announces its first branded residences project in Dubai

Dubai real estate: Rove, IRTH launch new residential project in Business Bay