DUBAI — Dubai’s Business Bay is set to welcome the Middle East’s first hospitality-branded offices, HQ by Rove, blending hotel-style amenities with modern workspaces. Developed by Rove Hotels in partnership with IRTH Group, the project aims to redefine corporate life by offering modular, fully furnished offices alongside facilities more commonly found in luxury hotels.
Scheduled for a Q1 2029 handover, HQ by Rove will offer office spaces from 50 square metres targeting startups, SMEs, and big corporations alike. Aside from open-plan office designs, the development features wellness and lifestyle amenities such as an indoor pool, spa, gym, padel and basketball courts, landscaped gardens, and floating treehouse cabins for meetings with city views.
Arguably the most discussed innovation is the "coffee-serving lift," through which staff can place orders and receive drinks from a barista-driven elevator. Rove Hotels CEO Paul Bridger characterized the initiative as a "natural progression" for the brand, citing high demand for branded residences and increasing demand for good office space in Dubai.
"The space has been questioned, and leaders need to motivate teams to engage in the workplace. Our mission is to create spaces that people actually want to be in," Bridger said.
The 120,000-square-foot building features an amphitheatre for corporate functions, a food court named The Block, and communal areas that aim to facilitate cross-industry networking. Rove Hotels will also offer benefits to professionals making use of HQ offices in the form of co-working space access within its hotel chain and hospitality privilege exclusivities.
Located at Marasi Bay Marina with views of Downtown Dubai and the Burj Khalifa, the project underscores Dubai’s push to meet surging demand for premium office space amid a wave of new businesses and startups.
Interest has already been high ahead of the public launch, with Bridger confirming demand from both end-users and investors. “Having a brand like Rove brings longevity. We’re a local brand backed by strong players, ensuring your product maintains value over time,” he said.
While HQ by Rove will be the flagship project, Rove Hotels is eyeing potential for similar developments across the region, complementing its robust hospitality and branded residences portfolio.
