EXCLUSIVE INTERVIEW WITH OSMAN CELIKER, CEO OF IRTH GROUP
The relevance of branded office spaces in the current market.
As commercial office markets in Dubai grow, HQ by Rove is the only hospitality-led offering that is a true reflection of how workspaces should feel in the future.
The launch of HQ by Rove, developed by IRTH Group, signals a new category in real estate: offices branded with a hospitality operator’s DNA. HQ by Rove is the first-ever standalone commercial office building of its kind. Pioneering the concept of hospitality-branded workspaces, this new partnership between IRTH Group and Rove Hotels marks an exciting evolution within the region’s commercial space landscape.
The shift in how work is being done, including the likes of hybrid working models, the need to attract people back to the office, and work-life harmony, makes lifestyle-oriented workspaces like HQ by Rove more appealing. They offer so much more than traditional offices, like brand value, employee experience, vibrant amenities, and a great location. Inspired by Dubai’s bold spirit, HQ by Rove champions our aim of creating work environments that are as future-focused as the city itself.
2. Reasons why clients should opt for it.
– In addition to residential real estate, Dubai’s commercial market is also rising rapidly, with new business registrations exploding over the past 3 years — up 150% since 2021, with a 90%+ occupancy rate, surging rents and limited supply in prime locations.
– By weaving hospitality, thoughtful design, and community into commercial spaces, HQ by Rove is addressing today’s needs while setting new standards for tomorrow and creating lasting value for both end users and investors.
– HQ by Rove caters to the modern generation of workforce, startups, entrepreneurs and creators who value a lifestyle-oriented workplace with unique amenities and modern conveniences, which is likely to attract higher rents.
– In a strong market like Dubai, the branded office segment could offer higher yields (premium rents) and better resilience (differentiation, amenity-rich). Branding via a hospitality operator reduces management risk, improves tenant experience, and helps keep the asset future-proof.
– HQ by Rove goes beyond providing fully-fitted offices. By consolidating essential business support under one roof through a collaboration with Cushman & Wakefield Core, 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.
3. HQ by Rove: the concept, USP, pricing, etc.
Concept:
HQ by Rove is a next-generation, hospitality-led office concept that seamlessly integrates work, life, and play.
Inspired by Rove’s signature style and IRTH’s forward-thinking vision, HQ by Rove reimagines the traditional office into a destination that blends the warmth and vibrancy of hospitality with the efficiency of a Grade-A commercial space. Designed for modern professionals, HQ by Rove offers fully furnished modular offices for all team sizes with a lifestyle-first approach featuring unique hotel-style amenities, dedicated content creation spaces, and all the ingredients to create a thriving community. Blurring the boundaries between professional focus and personal comfort, these workspaces invite both productivity and ease. Today’s professionals are always on the move and require spaces that can keep pace.
With HQ by Rove, we have created a dynamic ecosystem that provides modern professionals with everything they need to thrive in one place, offering unparalleled flexibility, functionality, and community.
USPs:
As the developer behind this flagship project, IRTH Group is proud to set new benchmarks with:
• First-ever hospitality-branded commercial building in the region.
• Fully-furnished modular office layouts, including modular office collection, a la carte and loft offices: HQ by Rove features fullyfurnished modular office spaces, with the flexibility to secure partial or entire floors depending on the needs and size of the business.
• Perfectly positioned on Marasi Bay Marina, HQ by Rove is just steps from the lively canal promenade and only minutes from key business districts such as Dubai Design District. With effortless access to Sheikh Zayed Road and Al Khail Road, tenants also enjoy breathtaking panoramic views of
• the Burj Khalifa and the city skyline.
• An exclusive private road will be constructed to provide direct access to HQ by Rove, facilitating seamless entry and exit and making daily commutes faster and more convenient.
• Work–life harmony is built into the design with a 28% amenity-tooffice ratio, which is the highest in Business Bay. Spanning 128,000 sqft, a curated selection of indoor and outdoor amenities includes coworking areas, a fully fitted gym, Crank Studio, Communal areas, silent meeting pods, an indoor lap pool, wellness pods, vertical cafe Upresso, and so much more, minimising the need to travel elsewhere for fitness, dining, or relaxation.
• The Block, a vibrant food hall concept on the ground floor, brings together some of Dubai’s best F&B brands for all-day dining, alongside coworking zones, event spaces and reading nooks.
• The HQ desk, powered by Cushman & Wakefield Core, will provide enterprise-class concierge services directly into HQ with a range of services, including reception and call handling, meeting coordination, IT and office assistance, mail and courier
• management, relocation support, and move-in/move-out management.
Pricing:
Average office prices at HQ by Rove start from AED 3 million.
4. Is there more supply than demand
Dubai’s commercial office sector is experiencing strong demand that exceeds available supply, particularly for premium, lifestyle-oriented workspaces. HQ by Rove, developed by IRTH Group, is uniquely positioned to capitalise on this trend. As the first-ever hospitality-branded commercial office building in the region, HQ by Rove fills a gap in the market, offering a unique proposition that traditional offices cannot match.
