IRTH Group has partnered with Cushman & Wakefield Core to power the launch of HQ by Rove, the region’s first hospitality-branded workplace at Marasi Bay, Business Bay. The collaboration embeds Cushman & Wakefield Core’s global-standard property management and leasing expertise directly into HQ’s operations, with the ‘HQ Desk’ providing tenants of all sizes with world-class concierge and business services from day one.
HQ by Rove goes beyond providing fully fitted offices. By consolidating essential business support under one roof, it streamlines operations and gives companies the freedom to prioritise clients, strategy, and growth. For tenants, this means smooth day-to-day running, lower overheads, and the confidence that everything from admin to client-facing services is handled with professionalism.
Under the collaboration, Cushman & Wakefield Core will operate an on-site and on-demand concierge (HQ Desk) facilitating the important day-to-day operations that keeps businesses moving. Services range from reception and call handling to meeting coordination, IT and office assistance, mail and courier management, relocation support, and move-in/move-out management – delivered with the same rigor and responsiveness that define Cushman & Wakefield Core’s global service standards.
“HQ by Rove is built on a simple promise: make work feel effortless,” said Osman Celiker, CEO, IRTH Group. “HQ by Rove is a sheer disruption in today’s commercial real estate market in Dubai. Through our partnership with Cushman & Wakefield, we’ve built enterprise-class concierge services directly into HQ, enabling founders, lean teams, and established businesses to work faster, smarter, and with fewer friction points from day one. The fact that HQ by Rove is fully serviced, fully fitted, and hospitality-branded means that we have reimagined and transformed the traditional office into something fresh, cool, and completely out of the ordinary.
“Our role is to remove operational drag and to curate an ecosystem where businesses can thrive,” said Edward Macura, Co-CEO and Country Head at Cushman & Wakefield Core. “The HQ Desk will function as an extension of each tenant’s team, taking on the daily workload so companies can focus on growth. Together with IRTH Group, we are raising the benchmark for how workplaces in Dubai should perform, both for landlords and occupiers.”
The HQ desk, powered by Cushman & Wakefield Core, complements HQ’s amenity stack managed by Rove Hotels, which includes a communal lounge with café, wellness and reset facilities, rooftop work pods with skyline views, smart meeting suites, and a building-wide tech backbone. HQ by Rove offers 120,000 sq.ft. of dedicated indoor and outdoor amenity spaces, representing a 28% amenity-to-office space ratio – the highest for any commercial building in Business Bay.
These services will be available to all HQ by Rove tenants upon handover of the project, with tiered packages and à-la-carte options to suit startups, SMEs, and enterprise tenants.
Businesses and brokers looking to purchase offices at HQ by Rove are encouraged to connect directly with the IRTH Group sales team for more information.
ABOUT IRTH GROUP
Born from the legacy of the Alshamsi family, IRTH is a next-generation real estate investment platform driven by a philosophy of value creation, innovation, and world-class living experiences. In 2023, IRTH announced the flagship Rove Home development in Downtown Dubai, followed by successful launches of Rove Home Marasi Drive in Business Bay and Rove Home Dubai Marina. The ongoing partnership between Rove Hotels and IRTH Group led to the launch of over 1,800 residential units in the last 18 months, with a development of value of close to 1 billion USD.
ABOUT CUSHMAN & WAKEFIELD CORE
Cushman & Wakefield Core combines global expertise, market intelligence, and industry best practices to enhance the performance and value of real estate. Their integrated approach ensures seamless operations, cost efficiency, and long-term tenant satisfaction. With approximately 52,000 employees in 400 offices and 60 countries, the firm offers core services including property, facilities and project management, leasing, capital markets, and valuation.
