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Home Box

Exclusive interview with the CEO of Home Box, Mr. Ajay Antal, on space-smart living, home-proud, and value that lasts in the modern Middle East.

Home Box has rapidly expanded across the GCC market to become 3rd largest home retailer. What core principles have driven this growth, and how do you maintain consistency across diverse markets?

What truly makes a house feel like home? In my opinion, the answer was never just furniture or decor. It was — and remains — about freedom, function, and the emotional fabric of living well. “Our journey is rooted in one profound belief: that every home, no matter the budget, deserves to be a sanctuary of beauty, functionality, and personal pride.” Home Box has been built on the foundation of stylish, smart, value-driven living for all. Yes, we are a go-to for modern apartments, but we’re equally relevant for families upgrading to larger villas, professionals curating home offices, or entrepreneurs setting up Airbnb spaces.

From space-saving essentials to expansive collections for living rooms, bedrooms, kitchens, bathrooms, and even gardens, our assortment is curated to inspire. Whether you’re looking for a minimalist Scandinavian vibe, a modern Majlis-inspired sofa, or smart storage solutions, Home Box provides aspirational style at honest prices. Our regional consistency comes from listening deeply to each market — adapting assortments, price ladders, and instore experiences, while keeping our brand promise universal: affordable style, without promotional gimmicks, 365 days a year.

Your leadership has been crucial in positioning Home Box as a go-to destination for affordable home solutions. How do you balance cost-effectiveness with design innovation and material quality?

We start by throwing away the trade-off. In traditional retail, there’s this outdated assumption: you can either have good design, or a good price. We don’t believe in “either-or.” We ask – why not both? 70% of our collections are designed in-house or in exclusive collaboration with trusted global partners. This gives us control over design, materials, and — importantly — costs. But we never cut corners where it matters. We are in the value segment, yes, but value doesn’t mean compromise. It means clarity. Our storage-rich bedroom sets, genuine marble and sintered stone dining ranges, and water-resistant collections reflect thoughtful value engineering. Products come with warranties of 2 to 10 years, ensuring customers feel secure in their choices.

For short-term rentals or Airbnb hosts, we offer on-trend, high-utility furniture at multiple price points, making Home Box the go-to destination for setting up stylish spaces efficiently. Home Box offers a wide range of mattresses designed to suit different body types and sleep preferences, all backed by warranties ranging from 5 to 15 years. It’s part of our commitment to customers. Better Sleep-Smarter Prices

“We believe in intelligent designs: furniture that bends, flexes, and works harder, like a hydraulic lift-up storage bed or a compact sofa that transforms your living room without overwhelming it.

Ultimately, design isn’t about luxury labels — it’s about life-enhancing solutions. That’s where affordability and aspiration meet.”

Space is fast becoming the new luxury. How is Home Box redefining the concept of ‘smart living spaces’ to meet the demands of modern, space-constrained urban homes?

This is a subject close to my heart, because I’ve lived it. When I moved to Dubai years ago, I remember struggling to fit dreams into rented square feet. I had a foldable dining table, a shoe rack that doubled up as a side table, and cushions that worked harder than furniture. That experience never left me.

Today, as cities grow taller and lives get busier, we are seeing a generational shift. Our customer doesn’t want more—they want meaningful. And that’s exactly where Home Box steps in. Today, many of our customers face similar realities. Urban homes are shrinking, but aspirations aren’t.

That’s why we’ve championed the ‘Compact Living’ movement — offering everything from foldable dining tables, stackable chairs, hidden storage sofas, to kitchen and garden organisers.

In select stores, we’ve created experience zones that simulate 25 sqm apartments — inspiring customers to live large in small spaces. We’re also seeing rising demand for multi-functional homeware — modular shelving, decorative yet practical storage, and space-saving kitchenware. For us, it’s not about selling products. “It’s about selling possibilities of decluttered, meaningful, and joyful living.”

Home Box’s rapid growth in e-commerce, including becoming the highest searched home brand on marketplace, marks significant milestones. How do these developments reflect the brand’s commitment to changing customer behaviour and growth?

Digital has always been part of our DNA — but today, it’s at the heart of how our customers discover, engage, and decide. Becoming UAE’s most-searched home brand on the marketplace reflects two things:

  1. Our agility in meeting modern shopping habits — convenience, speed, and seamless omnichannel experiences.
  2. The trust customers place in us for delivering style and value online.

But it’s not just about transactions — it’s about trust. We’ve invested in rich content, express deliveries, flexible payments, world-class after-sales service and prominent digital-first launches. For compact-home dwellers, busy families, and younger audiences, we’re often their first stop — virtually. That’s why we continue to enhance mobile-first experiences, digital partnerships, and hyper-personalised recommendations. Our strategy is simple: be where the customer is. Whether you shop online or offline, Home Box ensures a cohesive, intuitive, and inspiring journey — blending technology with human warmth.

What excites you most about Home Box’s future in shaping intuitive, space-smart living, and what lasting impact do you hope it leaves on how people emotionally connect with their homes, wellness and work?

The future of Home Box is about empowering people to be ‘Home Proud’ — without breaking the bank. We envision homes that are not only stylish and functional but also emotionally uplifting. Homes that adapt to life’s changes — whether you’re setting up your first home, expanding to accommodate a family, or optimising a rental space.

Our focus is threefold:

  • Expanding curated collections built around modern living & conscious materials.
  • Leveraging AI for smarter product curation & personalised customer journeys.
  • Reimagining store experiences that blend inspiration with practicality.

But more than products, it’s the emotional connection we foster — helping customers feel seen, valued, and empowered in their home-making journey. If Home Box leaves behind a legacy, it will be this: We made the idea of a beautiful, intelligent home not a dream, but a reality, for millions across the region. We proved that affordability and aspiration are not opposites — they’re partners. We want ‘Home’ to feel like more than a place. “We want it to feel like a win for their heart, for their life, and for their wallet.”

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A FRESH PERSPECTIVE ON RESIDENTIAL DESIGN

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Two individuals reviewing material samples inside a design showroom, standing in front of a display wall filled with colorful leather swatches and automotive inspired panels.

Exclusive interview with Noor Al Muhaideb, founding partner, Opaal interiors.

Noor, you’ve been designing since your AUSD days and now lead Opaal Interiors, what was the pivotal moment when design switched from passion to purpose in your life?

Design has been an enduring passion from an early age, where I found myself drawn to patterns, spaces, and materials. This soon became a professional purpose during my formative years at the American University of Sharjah (AUSD) and subsequently throughout my tenure at Emaar Properties. At AUSD, I refined my technical skills, deepened my understanding of spatial planning, and cultivated a disciplined approach to design. This foundation allowed me to transform instinctive creativity into a structured, impactful practice.

Earlier in my career, I witnessed firsthand how interiors influence lifestyle, wellbeing, and daily experience, far beyond aesthetic considerations. Leading complex residential and hospitality projects revealed the profound effect of thoughtful planning and detailing on occupants’ quality of life. Today, I always look forward to creating environments that are emotionally resonant, where every detail contributes to a meaningful, lived experience.

As founding partner and a lead creative designer, how do you balance executive leadership with creative direction?

At Opaal, leadership and creativity are inseparable yet distinct. My role requires overseeing the strategic growth of the firm including, client engagement, project delivery and operational excellence, while simultaneously shaping the creative vision of every project.

Creativity is the core of our work, which is why nurturing talent is a priority. We encourage young designers to contribute ideas boldly, experiment within project parameters, and take ownership of their work. By fostering this sense of responsibility and creative autonomy, we maintain innovation at the core of our practice while ensuring that every project meets Opaal’s high standards of quality and refinement.

From a business perspective, launching Opaal in a competitive market demanded patience and deliberate strategy. Building a credible client base and reputation took time, particularly when established firms dominated the landscape. By emphasizing meticulous planning and team work, we gradually established trust and credibility.

Adapting to this approach is important for the industry and it is slowly aligning in this direction. For instance, in 2025, over 65 per cent of mid-sized GCC design firms reported collaborative leadership models to balance operational efficiency with creative excellence.

In our industry, this focus ensures that our company remains both a strategically robust business and a leading creative force in the region’s interiors sector.

Opaal emphasizes spaces that feel personal and emotionally grounded. How do you translate a client’s inner world into physical form without losing authenticity?

At Opaal, translating a client’s inner world begins with deep engagement and collaboration. We invest time in understanding their lifestyle and emotional priorities, refining ideas together from concept through execution. Every decision we make, whether it is layout and lighting or materials and textures, it is guided by their identity, ensuring that the space feels authentic and personal. Through this, we create interiors that are functional and refined as well as emotionally resonant, supporting wellbeing and leaving a lasting impression.

As Juan Montoya notes, “A room should never allow the eye to settle in one place. It should smile at you and create fantasy.” This mindset allows our work to remain timeless and meaningful. 

Can you walk us through a design decision you made recently, maybe a material, custom joinery piece, or lighting solution, and why it was pivotal to the space’s narrative.

At the MANSORY Residences, we reinterpreted the precision of automotive craftsmanship within a refined residential setting. A custom chaise-like sofa, with a contoured profile inspired by grand tourer seating, anchors the living space with sculptural presence and everyday comfort. The surrounding joinery layers charcoal and graphite tones with cognac leather inlays and brushed metal detailing, balancing strength with warmth. Concealed coves and integrated lighting introduce a soft, ambient glow reminiscent of a luxury dashboard. The result is a composed, immersive environment where bold design is thoughtfully softened for daily living.

How do you balance aesthetic boldness with comfort and emotional resonance, especially in private residential spaces?

Residential design is uniquely distinctive and requires particular care because we are shaping spaces where people live, and rest. For me, bold design is always in service of the people who inhabit a space. Every material, texture, and detail is considered should be more than a visual impact and should focus on how it affects mood and daily life. We firmly believe that a striking feature is only meaningful if it makes the space feel welcoming and emotionally supportive.

We start by understanding how people interact, and experience their homes, then integrate statement elements with restrained palettes, tactile finishes, and bespoke detailing. The goal is to ensure that every home feels personal, which is bold yet restorative.

In an age of fast aesthetic trends, how do you resist momentary visual noise and maintain integrity in your designs?

Maintaining design integrity begins with a clear vision and a deep understanding of each project’s context. We ensure that every decision aligns with the story and purpose of the space, rather than short-lived trends. Moreover, we treat design as a living dialogue between people and their environment.

For example, in the MANSORY Residences by Amaal, Opaal focused on automotive-inspired luxury elements that deliver a consistent, sensory-rich experience throughout the space. The interiors combine bespoke materials, precise detailing, and a thoughtful layout that elevates the concept without resorting to superficial visual effects.

This approach is reinforced by wider industry behaviour where more than 55 per cent of interior designers report that minimalistic and purposeful design is increasingly popular among clients, reflecting a preference for authenticity and longevity over short‑lived trend cycles.

Your recent partnerships, like with MANSORY Residences by Amaal, blend iconic brand identities, how do you approach co-design with global lifestyle brands?

Collaborating with global lifestyle brands requires respecting the brand’s identity while translating it into a tangible, human-centered environment. For MANSORY Residences, our approach began with understanding the brand’s automotive-inspired luxury ethos and the expectations of its residents. We then translated those values into the interiors through bespoke materials, tailored detailing, and spatial planning that reflects both the brand and the lived experience of occupants. We are working closely with the brand, the developer, and other stakeholders to ensure that we meet their standards while keeping our timeless elegance and design elements.

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ATARA DEVELOPMENT LAUNCHES THE RESIDENCES AT SHERATON AL MARJAN ISLAND RESORT, GCC’S FIRST SHERATON BRANDED RESIDENCES

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Following its strategic collaboration agreement with Marriott International, ATARA Development has officially launched The Residences at Sheraton Al Marjan Island Resort. The development represents the GCC’s first Sheraton-branded residences, featuring 159 branded apartments scheduled for completion in Q3 2028.

Located on Al Marjan Island, the project blends a refined island lifestyle with exclusive hotel privileges. Positioned near the UAE’s first integrated resort, it places residents at the center of a premier entertainment hub. With sales now officially open, prices for these exclusive waterfront residences start from AED 2.4 Million.

Arch. Abdullah Al Abdouli, Group CEO of Marjan, said, “The launch of The Residences at Sheraton Al Marjan Island Resort represents another significant milestone for Al Marjan Island’s evolution as a premier coastal destination. Developments of this calibre reinforce Ras Al Khaimah’s growing global appeal and demonstrate how branded residential concepts are shaping the future of waterfront living. By bringing together ATARA’s development expertise and Sheraton’s hospitality legacy, this project offers a compelling proposition for residents.

The Residences introduce an elevated waterfront lifestyle, thoughtfully designed to combine resort-style leisure, holistic wellness, and curated social experiences in a vibrant community. Residents enjoy direct access to a private beach and a variety of pools, including a signature rooftop infinity pool, alongside a wellness hub featuring a 9,000 sq. ft. gym, yoga studios, and a spa. Social experiences are centered around a sky kitchen, rooftop lounge, and a 7,000 sq. ft. nightclub, providing vibrant entertainment while preserving residential tranquility. Family-friendly amenities, including indoor and outdoor kids’ play areas, a gaming zone, and an outdoor cinema, complete the offering, supporting modern multi-generational living while reflecting Sheraton’s commitment to comfort, hospitality, and welcoming spaces for all.

Beyond the residence itself, ownership is elevated through ONVIA, Marriott International’s owner recognition platform, which provides  exclusive global privileges that take effect  immediately upon purchase. Homeowners enjoy instant access to Marriott Bonvoy membership, curated experiences aboard  The Ritz-Carlton Yacht Collection, up to 20% off resort dining, and best-in-class concierge services, delivering  seamless travel, tailored experiences, and effortless lifestyle management from day one.

Umid Bazarov, Chief Operating Officer of ATARA Development, added, “With the launch of The Residences at Sheraton Al Marjan Island Resort, we are introducing more than a residential project, we are delivering a complete lifestyle ecosystem. Every element, from design and amenities to services and location, has been curated to reflect what today’s discerning buyers expect from branded living. This project is a defining step in ATARA’s journey, strengthening our presence in Ras Al Khaimah while setting new standards for resort-style residences in the region.”

Backed by ATARA’s in-house construction and development expertise, the residences ensure meticulous execution across architecture, interiors, and operational excellence, while benefiting from Sheraton’s globally recognised hospitality DNA.

Jaidev Menezes, Regional Vice President, Mixed-Use Development, EMEA atMarriott International, commented, “The Residences at Sheraton Al Marjan Island Resort brings the Sheraton brand’s rich heritage of service, connection, and comfort into a residential format tailored for modern living. As demand for branded residences continues to grow, this launch reflects our commitment to creating spaces where owners experience a sense of belonging and elevated lifestyle every day. We are pleased to collaborate with ATARA Development to bring this vision to life in one of the UAE’s most promising destinations.”

The launch further reinforces Ras Al Khaimah’s position as a high-growth investment and lifestyle destination, as Al Marjan Island continues to attract globally recognised brands and landmark developments.

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DEYAAR ACHIEVES STRONG FY 2025 RESULTS, DRIVING TRANSFORMATIONAL GROWTH FOR 2026

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A modern beachfront residential development by Deyaar Development featuring multiple mid‑rise glass‑fronted buildings overlooking a calm shoreline, with landscaped palm trees along the sandy beach and a boat approaching on the turquoise water at sunset.

Deyaar Development PJSC (Deyaar), a leading real estate developer and service provider in Dubai, today announced its financial results for the full year ending December 31st, 2025, demonstrating the company’s ability to sustain strong momentum and deliver on its strategic vision.

Building on the success of 2024, Deyaar, profit before tax rose 26% to AED 637.9 million from AED 505.4 million, while total revenue increased 30% to AED 1,972.1 million, compared with AED 1,512.8 million in 2024.

The company’s development pipeline remains strong at approximately AED 7 billion, supporting future revenue generation and the delivery of high-quality projects. Deyaar’s balance sheet also remains strong, with total assets increasing 17% to AED 8,027.6 million, reflecting ongoing strategic investments and asset quality enhancement.

Commenting on the results, Mr. Abdulla Ali Obaid Al Hamli, Chairman of the Deyaar Board of Directors, said: “The year has been defined by strong fundamentals across the UAE’s real estate sector, supported by long-term national strategies that continue to shape one of the world’s most resilient markets. Independent market reports highlight sustained demand, rising population growth, and exceptional liquidity across both off-plan and ready segments; clear indicators of an ecosystem built on confidence, transparency, and strategic urban planning. This environment has enabled developers like Deyaar to accelerate their ambitions and contribute meaningfully to the nation’s evolving real estate landscape. As Deyaar advances its portfolio of residential communities and landmark developments, the focus remains on disciplined growth, quality delivery, and long-term value creation.”

Based on the strong financial performance of the company, the Board of Directors has proposed a 5% dividend which will be submitted for approval at the upcoming General Assembly.

Commenting on the results, Saeed Mohammed Al Qatami, CEO of Deyaar, said: “Our consistently strong financial performance has reinforced Deyaar’s confidence in the UAE’s long-term vision, with strategic national initiatives such as Dubai’s D33 and the Dubai 2040 Urban Master Plan driving population growth, infrastructure expansion, and sustained housing demand. The achievement of AED 917 billion in Dubai’s real estate transactions in 2025, marking the strongest performance to date, is a powerful testament to the Emirate’s unwavering commitment to excellence. Against this national backdrop, Deyaar is executing with discipline and ambition through landmark projects such as Downtown Residences, alongside the continued development of community projects, confident in the supportive macro environment highlighted by recent market outlooks. These factors strengthen our determination to deliver communities that meet evolving customer expectations and advance the UAE’s ambition for globally competitive, future-ready cities.”

He added: “Looking ahead, Deyaar is set to leverage a strengthened leadership team and a clear strategy to drive growth in 2026. The company is focused on delivering outstanding lifestyles and experiences that both investors and residents expect. With a robust backlog and a diverse portfolio, Deyaar aims to create not just buildings but vibrant communities where individuals can thrive and connect.”

Significant Milestones & Remarkable Developments

With a focus on long-term growth, Deyaar is advancing its vision by delivering landmark communities across key UAE markets.

Downtown Residences, one of the UAE’s tallest vertical residential communities, was launched in June 2025, marking Deyaar’s well-timed entry into the high-rise, ultra‑luxury residential segment. Soaring to a height of 445 meters across more than 110 floors, it is the company’s tallest and most ambitious project to date and is set to become a new architectural icon in the heart of Dubai.

Following the successful launch of the Park Five community at Dubai Production City in 2024, Deyaar continued the momentum with the launch of its final phase in September 2025, with project completion targeted for December 2027.

The 2025 also marked with company making its debut in Umm Al Quwain with AYA Beachfront Residences, a luxury and wellness‑focused residential development. The project was recognised among the Top 100 Luxury Residences of the World. The beachfront project redefines coastal living blending modern architecture, nature‑driven planning, and resort‑style amenities, all while prioritizing sustainability and wellness.

Together, these milestones demonstrate Deyaar’s commitment to shaping iconic communities, advancing its strategic growth across key UAE markets, and fostering transparent engagement with investors and stakeholders.

Reinforcing Our Commitment to Sustainable Practices

Deyaar is setting a new standard in sustainable urban living, evident in its latest projects that blend wellness and environmental stewardship. The Downtown Residences, featuring air yoga zones and meditation pods, redefines vertical living with a focus on resident health. In Umm Al-Quwain, Aya Beachfront Residences boasts biodiversity-sensitive landscaping that protects local habitats while enhancing coastal aesthetics.

Park Five in Dubai Production City enhances pedestrian mobility, aligning Dubai’s sustainability goals while promoting balanced lifestyles through landscape courtyards and wellness-focused amenities.

In 2025, Deyaar’s commitment to workforce welfare is particularly noteworthy, reflecting a significant increase in project activity. Average daily manpower on site increased from 2,648 to 4,579, representing a remarkable 73% growth compared to last year, all achieved without a Lost Time Injury. Through these efforts, Deyaar is not only shaping the future of real estate but also creating vibrant, sustainable communities for years to come.

Commitment to Sustainable Growth

Deyaar remains firmly committed to sustainable growth and sector leadership as it closes 2025. During the second half of the year, the company prepared for the handover of multiple major projects reinforcing liquidity generation and operational discipline.

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