HQ by Rove

Rove leaves the hotel for the office: 26 modular floors at Marasi Bay

Up to 22 office units per floor plate, each delivered furnished and with its own outdoor courtyard. That's the brief behind HQ by Rove, which its developers describe as Dubai's first office building under a hotel brand. IRTH Group is behind the project and supplies the land. Rove, the hotel chain jointly owned by Emaar Properties and Dubai Holding, provides the design and service standards. The tower sits in Marasi Bay, the stretch of Business Bay running along the Dubai Water Canal. Handover is scheduled for March 30, 2029, sold as freehold.

Emaar and Dubai Holding behind the brand

Rove built its name on mid-range hotels with a strong design identity, then extended the concept into residential with Rove Home. HQ by Rove adds a third leg to that lineup: office space. The idea is to bring hotel-style standards (concierge, valet, food and beverage, maintenance) into a commercial building. IRTH Group, backed by the Alshamsi family, is a fairly new name on the Dubai market, and this project acts as its calling card. For a buyer, the appeal of the brand has less to do with the logo than with the promise of professionally run common areas.

Office modules alongside full floor plates

The sales structure breaks from the norm. Most floors carry the modular collection, split into small units that can be combined to fit a team's size. Levels 19 and 20, 23 and 24, 27 and 28 are offered as complete "simplex" floor plates. Depending on the floor, they can be sold under a single title deed or split into four or six titles. That flexibility works for an SME wanting to consolidate its teams as much as for an investor who'd rather split the space to lease it out. The offices are handed over fitted out and furnished in Rove style, which cuts the fit-out cost for the end tenant.

Lofts on floors 7 and 11, penthouses on 29 and 30

The stacking plan alternates between formats. Floors 7 and 8, then 11 and 12, combine modules with loft-style units at the edges of the floor plate, featuring double-height volumes. The rest of the typical floors mix modules with simplex units around the perimeter. At the top, floors 29 and 30 are reserved for penthouse-style lofts facing Burj Khalifa, Creek Harbour and Dubai Design District. The 16th floor, named Reset 16, breaks the sequence to house amenities. Below the tower, five basement parking levels sit beneath four podium levels.

Padel, a podcast booth and a skate park in the podium

The amenities program goes well beyond the usual office-tower gym. On the Arcade level, below ground floor, there's a skate park, an urban gym and sunken seating. Ground floor houses a food hall called The Block, a library, an events stage, a coworking space and scooter parking. The podium adds a padel court, a basketball court, a running track, a cycling studio, a podcast recording booth and hanging cabin-style pods. A spa area with sauna, hammam, jacuzzi, cold plunge pool and nap zone rounds out the offer.

Private access road, a 12 km waterfront promenade at the door

The building has its own access road, sparing employees the congested ramps of Al Khail Road and Sheikh Zayed Road. Both remain a three minute drive away. DIFC and Downtown are said to be five minutes away, Dubai Design District ten minutes, and DXB airport fifteen minutes. On foot, the tower opens directly onto the Marasi Bay promenade, which stretches 12 kilometers along the canal. The area is also set to get the Burj Khalifa district's first beach club, a selling point for companies hiring younger talent.

Who buys an office handed over in 2029?

The product is aimed first at investors who want exposure to Business Bay's commercial market without handling the fit-out themselves. The small furnished units target startups, consulting firms and companies setting up their first base in the UAE. The full floor plates appeal more to established companies looking to own their headquarters outright. The main risk is the 2029 handover date, and whether IRTH Group, still a young developer, can hold to that timeline. Also worth watching: service charges, which are bound to run high given the scale of the amenities.