ATARA Development has officially broken ground on The Residences at Sheraton Al Marjan Island Resort, marking a major milestone for the GCC’s first Sheraton Residences. With enabling works underway and 5% of overall progress completed, the landmark beachfront project on Al Marjan Island is advancing steadily under the leadership of ATARA’s in-house construction arm, Rakhat Construction.

Significant on-site progress has already been recorded with soil improvement works and shoring completed and excavation progressing simultaneously. This momentum reflects ATARA Development’s commitment to delivering a world-class development built on precision, quality, and timely execution.

Arch. Abdulla Al Abdouli, Group CEO of Marjan, said “The addition of the Sheraton Residences further strengthens Al Marjan Island’s position as a premier lifestyle destination. This project contributes to our vision of bringing exceptional, world-class developments to the island, enriching its residential offering and international appeal.”

In a distinct approach that sets ATARA apart within the UAE real estate landscape, the company has commenced groundbreaking prior to launching sales, a strategy that underscores its financial strength, construction readiness, and unwavering commitment to buyer confidence. This approach ensures project delivery remains on track regardless of sales cycles, offering future buyers visible, tangible assurance of progress.

Umid Bazarov, Chief Operating Officer of ATARA Development, said “Breaking ground before launching sales reflects ATARA’s philosophy of leading with action, not promises. By showcasing tangible construction progress from day one, we reinforce a sales strategy built on trust and visibility—giving future buyers the assurance that their ownership is supported by a developer fully committed to transparency, quality, and timely delivery. With the project scheduled for completion by Q3 2028, buyers can purchase with confidence knowing the timeline is clearly defined and closely adhered to. The Residences at Sheraton Al Marjan Island Resort sets a new benchmark for luxury developments entering the market.”

Jaidev Menezes, RVP – Mixed-use Development, EMEA at Marriott International, added: “As construction begins, we are delighted to see the Sheraton brand emerge in a new and iconic environment. This development will reflect Sheraton’s design excellence and community-driven ethos, offering residents a uniquely elevated living experience on Al Marjan Island.”

Featuring 159 premium beachfront units, the project is co-located with the Sheraton Al Marjan Island Resort and will offer modern architecture, refined interiors, and access to over 50 world-class amenities. As one of only a limited number of Sheraton-branded residences globally, it presents a rare opportunity for elevated waterfront living backed by ATARA’s meticulous development standards.

The Residences at Sheraton Al Marjan Island Resort anchors ATARA Development’s expanding portfolio, which includes over 1 million square feet of new developments planned across the next two years. The project further solidifies ATARA’s position as a leading developer of premium properties in the UAE.

Written by Phillipp Nagel, founder of Neatsmith

Scroll through TikTok for five minutes and you’ll likely encounter three different versions of the “perfect” home. One minute it’s dopamine décor: colour-drenched shelving and playful curves. Next, it’s quite luxurious: beige, brushed brass, linen everything. Then comes the Parisian apartment aesthetic, the hotel-core bedroom, the mob-wife revival, or the latest hyper-specific micro-trend with a name that didn’t exist a fortnight ago.

These trends are visually intoxicating. They’re also fleeting. And increasingly, they’re leaving homeowners with something far less aspirational: a wardrobe identity crisis. TikTok has compressed the lifecycle of trends beyond recognition. What once took years to trickle from runway to retail now peaks and expires in weeks. In fashion, this is well documented. But interiors, traditionally slower and more permanent, have been pulled into the same churn.

Unlike a jacket or a pair of shoes, furniture and fitted storage are not designed to be disposable. Yet consumers are being encouraged, subtly and constantly, to treat their homes as content rather than lived-in spaces. Rooms become backdrops. Wardrobes become props. The result? Homes filled with visual noise, impulse decisions, and pieces that feel outdated almost as soon as they are installed.

Many homeowners report a growing disconnect between what their spaces look like online and how they actually function day-to-day. The wardrobe, in particular, has become ground zero for this tension. It is expected to be minimalist one month, maximalist the next, open, closed, colour-coded, or deliberately chaotic depending on the algorithm. This is where the identity crisis begins.

Fast interiors prioritise instant visual impact over longevity. Flat-pack furniture, trend-led finishes, and one-size-fits-all storage promise speed and affordability, but often at the cost of coherence and durability. In the realm of wardrobes, this manifests in familiar frustrations: wasted vertical space, awkward layouts, poor lighting, materials that age badly, and designs that no longer align with the homeowner’s lifestyle six months later.

This is precisely the problem Neatsmith was built to solve. Rather than chasing trends, Neatsmith’s approach to bespoke wardrobes starts with the individual – how they live, dress and move through their home. Every design is made to measure, optimising space and function while avoiding the visual short-termism of fast interiors. With finishes ranging from smoked veneers to linen, and materials selected for longevity as much as aesthetics, Neatsmith wardrobes are designed to age well, not date quickly.

More importantly, these choices feel personal. When every space is chasing the same aesthetic, individuality gets lost. The home stops reflecting who you are and starts reflecting what’s currently trending. Neatsmith’s bespoke process reintroduces personality into the equation, creating wardrobes that feel intentional rather than algorithm-led. It’s why customers choose Neatsmith each year, and why 78% choose longevity and craftsmanship as key decision drivers.

In a digital culture obsessed with reinvention, there’s a quiet but growing desire for the opposite: permanence, clarity and intention. As a counter-movement to fast interiors, “forever furniture” is emerging as the ultimate design flex. This isn’t about nostalgia or resisting change. It’s about investing in pieces that are designed to evolve with you – furniture that is timeless rather than trend-led, adaptable rather than disposable.

In the context of bespoke wardrobes, forever furniture means considered craftsmanship, intelligent design, and materials chosen for how they age, not just how they photograph. Neatsmith wardrobes are built with this philosophy at their core. From internal configurations to decorative glass finishes and brass hardware options, every detail is designed to support real life over the long term. A truly bespoke wardrobe doesn’t shout for attention on social media. It earns its value quietly, every single day.

In an era of endless inspiration, bespoke design offers something rare: certainty. Rather than reacting to trends, a Neatsmith wardrobe is built around the individual – how they dress, live and use their space. It prioritises longevity over novelty and function over fleeting aesthetics. This doesn’t mean sacrificing beauty. On the contrary, the most enduring interiors are often the most restrained. Clean lines, thoughtful detailing, and high-quality materials create spaces that feel relevant regardless of what TikTok is championing that week.

There’s also an emotional dimension to this investment. A well-designed wardrobe brings a sense of calm and order, anchoring the home amidst cultural noise. It becomes a personal constant in a world of rapid change. Luxury is being redefined. It’s no longer about excess or constant renewal; it’s about intentionality. Today’s discerning homeowner isn’t asking, “What’s trending?” They’re asking, “What will still feel right in ten years?”

Sustainability, durability, and emotional longevity have become markers of status in their own right. Neatsmith’s commitment to sourcing, manufacturing, and long-term design thinking aligns seamlessly with this shift. Forever furniture resists the throwaway culture of fast interiors and instead celebrates craftsmanship, patience and individuality. In doing so, it offers a quiet rebellion against algorithm-led living.

TikTok will continue to shape taste – and that’s not inherently negative. Inspiration has never been more accessible. But inspiration becomes problematic when it overrides self-knowledge. The antidote to the wardrobe identity crisis isn’t rejecting trends altogether; it’s filtering them through a personal lens. Bespoke design empowers homeowners to do exactly that – to create spaces that feel authentic rather than performative.

In a world chasing the next aesthetic, choosing a Neatsmith wardrobe is a statement of confidence. It says: I know who I am, and my home reflects that. And perhaps that’s the most timeless trend of all.

To mark the 20th anniversary of His Highness Sheikh Mohammed bin Rashid Al Maktoum’s accession as the Ruler of Dubai; Sobha Realty, a leading global luxury real estate developer, organized a spectacular drone show as a tribute to celebrating two decades of the emirate’s transformation, global standing, and enduring ambition.

Speaking on the occasion, Mr. Ravi Menon, Chairman of Sobha Group, said: “On behalf of Sobha Realty, I extend my deepest appreciation to Highness Sheikh Mohammed bin Rashid Al Maktoum for two decades of exemplary leadership that have elevated Dubai into a global destination for ambition, opportunity, and quality of life. His Highness’ vision has extended far beyond the city’s skylines and infrastructure, guiding the nation forward by prioritizing knowledge, excellence, and innovation as the foundation progress.”

Commenting on the milestone, Mr. Francis Alfred, Managing Director of Sobha Realty, said: “Dubai’s journey from bold ambition to global excellence stands as a testament to a leadership philosophy. Under His Highness’ guidance, the city has evolved into one of the world’s most strategically competitive and future-ready destinations.”

Marking the 20^th anniversary, Sobha Realty staged a specially curated drone show on January 7, lighting up Dubai’s skyline in tribute to the milestone and reflecting the city’s spirit of progress, unity, and innovation.

Since its entry into the Dubai market in 2003, Sobha Realty has grown in tandem with the emirate, delivering landmark residential, lifestyle, and mixed-use developments that reflect Dubai’s ambition and uncompromised standards of quality. This progress is driven by a steadfast dedication to excellence in design, craftsmanship, and timely delivery. The anniversary celebrations underscore Sobha Realty’s continued commitment to contributing to Dubai’s long-term vision, defined by excellence, purposeful growth, and creation of enduring value.