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 Rove Hotels, 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.

Cracking the brand guidelines

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 & 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.”

Customised design elements

One of the standout features of Rove Home Marasi Drive 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.

Designing with residents in mind

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.

Advanced technology and sustainability

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 www.zbr.global

ABOUT ROVE HOMES Rove Home branded residences are an addition to the Rove Hotels brand, in partnership with IRTH Group. Find out more on www.rovehotels.com/en/rovehome