A fundamental transformation is reshaping Dubai’s high-end property sector, where the traditional allure of prestigious brands is being eclipsed by a new premium on holistic wellness and sustainable living. This paradigm shift, driven by an influx of global ultra-high-net-worth (UHNW) individuals, is redefining luxury not as mere opulence but as an ecosystem that enhances physical and mental wellbeing.
At the forefront of this movement is MAG Lifestyle Development with its Dh3 billion Keturah Reserve project in Meydan. Conceived as a pioneering ‘bio-living’ community, the development is strategically located a short, low-congestion drive from Downtown Dubai. CEO Talal M. Al Gaddah identifies liveability as the paramount concern for today’s affluent buyers, stating that properties which genuinely elevate resident wellness create a natural, sustainable demand. This, he argues, forms the foundation of a superior investment proposition: “where people insist on living, capital inevitably follows.”
The design philosophy transcends conventional landscaping. Thousands of Ficus and ‘Rain’ trees from Thailand, alongside sculptural dry gardens, are integral functional infrastructure designed to foster a profound connection to nature. The community will comprise 533 low-rise apartments, 93 sold-out townhouses, and 90 villas, all meticulously crafted to maximize natural light, airflow, and harmony with the environment.
Enhancements to the original blueprint include expanded residential blocks, upgraded wellness amenities, and improved communal spaces. Apartments, ranging from 1,106 to 4,883 sq ft, are notably larger than market averages. Further elevating the resident experience is a premium concierge service, featuring on-demand Rolls-Royce chauffeur bookings accessible via a dedicated community application.
In a significant move towards market transparency and integrity, fäm Properties has been appointed as the exclusive Master Agency for the project’s final sales phase. New investors are offered milestone-based payment plans coupled with contractual delivery guarantees. Main contractor CITIC Middle East Contracting LLC is committed to a phased handover schedule, with townhouses completed by Q2 2027, apartments by Q3/Q4 2027, and villas by Q1 2028. This approach is hailed as aligning with the Dubai Land Department’s objectives for robust investor protection and is seen as empowering brokers who prioritize client financial safety.