ELEVATE, the visionary lifestyle real estate brand, has officially shattered market records in Ras Al Khaimah. Following a spectacular launch event at Atlantis The Royal on 26th November, the Mondrian Al Marjan Island Beach Residences became the emirate’s fastest-selling project, recording AED 704 million in sales within just two hours.

The overwhelming response saw more than 200 units snapped up by investors and homeowners almost immediately, validating the project’s status as the most anticipated branded residence in the Northern Emirates. Capitalizing on this extraordinary momentum, ELEVATE has announced that the final 100 units will be released soon.

The project, valued at AED 1.8 billion, is developed in partnership with Ennismore, the world’s fastest-growing lifestyle hospitality company. Designed by global leaders Gensler and Bergman Design House, the development creates a new benchmark for branded beachfront living, blending bold architecture with sensory storytelling, a combination that has resonated deeply with global investors.

Zeeshaan Shah, Founder & Chairman of ELEVATE, commented on the record-breaking success, “The incredible demand we witnessed, selling over AED 700 million in just two hours, is a powerful validation of our vision for Mondrian Al Marjan Island Beach Residences. We didn’t just launch a building; we introduced a new standard of lifestyle that resonates deeply with global investors. This rapid absorption proves that Ras Al Khaimah is no longer just an emerging market; it is a prime destination for luxury real estate, and ELEVATE is proud to be leading this transformation.”

The Next Chapter of Luxury The newly released inventory will offer a mix of the project’s most sought-after layouts. Buyers moving quickly on this next phase will have the opportunity to secure homes within the development’s three signature distinct tiers:

• The Residences: Chic 1–3 bedroom apartments.
• The Front Row Collection: Exclusive beachfront townhouses with direct beach access.
• The Sky Collection: Breathtaking duplex and triplex sky villas with private pools.

Residents will enjoy proximity to the upcoming Wynn Al Marjan Island and access to over 60,000 sq. ft. of curated amenities, including the Mondrian Sky Club, the region’s first Fi’lia Beach, and Accor Platinum Status benefits worldwide.

With construction moving ahead and completion scheduled for Q4 2028, the Mondrian Al Marjan Island Beach Residences continues to set the pace for luxury real estate in Ras Al Khaimah.

Following the viral unveiling in Mumbai, the much-anticipated ‘SHAHRUKHZ by Danube’ – a premium commercial tower named in honour of Bollywood megastar Shah Rukh Khan – received a spectacular launch in Dubai in the presence of the iconic actor and Rizwan Sajan, Founder & Chairman of the Danube Group. The highlight of the gala night was when Danube’s head honcho proudly announced a complete sell out of ‘SHAHRUKHZ by Danube’, an AED 2.1 billion development on the launch day.

“The record-breaking success of ‘SHAHRUKHZ by Danube’ is a proud moment for us. This overwhelming response is a clear reflection of the project’s unmatched value – from its prime location with seamless access to Dubai’s key destinations, to its world-class amenities and thoughtfully crafted design inspired by global luxury standards. Every element of this tower was envisioned to offer a lifestyle that stands apart, and the demand we witnessed confirms that we have delivered something truly exceptional to the market,” said Rizwan Sajan. 

This celebratory launch at Dubai Exhibition Centre, Expo City, was attended by over six thousand guests, including leading personalities from the UAE, top creators, influential business leaders, prominent real estate stakeholders, and global media.

‘SHAHRUKHZ by Danube’ marks a landmark collaboration between two trailblazers who have dominated their respective industries for more than three decades. Set to illuminate the Dubai skyline, this premium commercial tower will rise majestically on the Sheikh Zayed Road, emerging as a prestigious address for global entrepreneurs, innovators, and visionaries. With more than 35 amenities under one roof, the tower is thoughtfully designed to elevate professional life and seamlessly enhance work–life balance for its occupants.

Expressing his gratitude at the launch, Shah Rukh Khan said: “To see a project of this scale in Dubai carry my name is both an honour and a reminder of how generosity and vision can come together. Dubai has always embraced me with warmth – it’s a city built on courage, imagination, and the belief that nothing is impossible. ‘SHAHRUKHZ by Danube’ reflects that very spirit. I’m grateful to be associated with Mr. Rizwan Sajan and Danube, a brand that continually pushes boundaries and inspires people to dream bigger.”

Echoing this sentiment, Rizwan Sajan, Founder and Chairman of Danube Group, added: “Shah Rukh Khan and Danube share a parallel journey – both starting modestly more than three decades ago, driven by the belief that passion and persistence can rewrite destinies. Shah Rukh transformed his dreams into a global legacy, a philosophy that resonates deeply with our growth at Danube. ‘SHAHRUKHZ by Danube’ brings together these two stories of determination and aspiration, standing as a global testament to vision, value, and the limitless power of dreaming without boundaries.”

Meanwhile, speculation is rife about whether a ‘SHAHRUKHZ by Danube 2.0’ is in the works. Playing along, Rizwan Sajan teased the crowd with SRK’s classic line: “picture abhi baaki hai mere dost.”

Spanning over 1 million square feet of built-up area, ‘SHAHRUKHZ by Danube’ represents an iconic fusion of luxury, innovation, and star power. The tower sets a new benchmark for premium commercial real estate in Dubai, combining world-class architecture with an address inspired by the King of Bollywood. With units starting at AED 2 million, the development will comprise 488 units, bringing its total valuation to AED 2.1 billion.

The premium business tower boasts more than 35 world-class amenities, including a sky pool, a dedicated helipad for air taxis, valet services, and exclusive executive lounges – each crafted to redefine productivity, prestige, and professional excellence. Its prime location also offers exceptional proximity to Dubai’s most iconic destinations, including the Burj Khalifa, Dubai International Airport, and the Gold Souk.

With its signature 1% monthly payment plan, Danube continues to democratize property ownership in one of the world’s most aspirational cities. The project reaffirms the brand’s commitment to offering luxurious, high-value investments without compromising on accessibility.

By Sherif Nagy, Chief Executive Officer of ME FITOUT

Across the Gulf, design has always been driven by a combination of adaptation and aesthetics. In recent years, as the region has begun encountering shifting weather patterns, new consumer preferences and industry challenges, the role of interior fit-out design is fast expanding. Rather than being a secondary element in the built environment, fit-out design has now evolved into a strategic factor central to advancing the Gulf’s long-term climate resilience and shaping future-ready, high-performance interiors.

Today, the way we design, construct, and maintain interiors directly impacts how well buildings can withstand environmental pressures while maintaining comfort for occupants. Modern interiors are increasingly engineered to handle higher cooling loads, regulate elevated humidity, and support efficient maintenance cycles, all while meeting the growing demand for sustainability.

For fit-out professionals, resilience is no longer a luxury but a necessity. Beyond enhancing operational efficiency, it plays a key role in long-term cost management and asset longevity. As regional governments accelerate their sustainability and net-zero agendas, the fit-out industry’s ability to integrate climate-adaptive strategies will define its relevance in the coming decade.

Choosing the right materials is one of the most effective ways to adapt to extreme climate conditions. The Gulf’s harsh weather demands materials that can withstand heat, moisture, and corrosion without compromising on aesthetics. Studies on Gulf high-rise buildings have shown that even simple improvements to the building envelope and interior materials can cut energy demand by up to 60 per cent in existing structures and nearly 70 per cent in new ones.

Thermally reflective finishes, corrosion-resistant metals, and materials with low volatile organic compounds (VOCs), that maintain air quality under constant air-conditioning loads, are becoming the new standard. As clients increasingly demand environmentally responsible solutions, the industry must focus on materials that balance durability, sustainability, and performance under extreme conditions.

Even though fit-out work focuses on interior environments, designers have a surprising amount of influence on energy performance. Passive design principles such as smart partitioning to enhance airflow, reflective surfaces to reduce heat absorption, and integrated shading can significantly reduce the burden on HVAC systems. With urban heat islands intensifying across Gulf cities, every interior layout and material choice must now serve the dual purpose of aesthetic appeal and thermal efficiency.

Meanwhile, the Gulf’s real estate market is evolving at an unprecedented pace. With progressive regulations, dynamic tenant expectations, and rapid technological advancements, buildings are becoming more responsive and future-oriented. As a result, interiors are now designed with adaptability in mind, enabling spaces to evolve sustainably as needs and innovations continue to arise.

Modular joinery systems, raised flooring, and flexible lighting grids allow spaces to evolve with minimal disruption and waste. This flexibility improves operational resilience as well as supports environmental goals by reducing material waste over time. In a future defined by constant change, modularity is the foundation of longevity.

Resilience in the Gulf region will also be powered by data. Smart sensors that monitor temperature, humidity, and occupancy patterns can automatically adjust lighting and cooling, maintaining energy efficiency while ensuring occupant comfort. IoT-enabled systems can even detect early signs of humidity-related issues, such as mould formations, before they escalate into major financial concerns. As high energy consumption remains a regional challenge, integrating technology into fit-out design is essential. These innovations align with the UAE’s Net Zero 2050 strategy and broader GCC sustainability goals, creating interiors that are intelligent, adaptive, and environmentally responsible.

Leading fit-out firms in the UAE are shifting their focus from cost to value. This is because clients today are more aware of lifecycle costs, operational risks, and ESG commitments. A fit-out that demonstrates measurable energy savings, reduced maintenance needs, and climate-ready design meets compliance and also gains a clear competitive edge.

In the years ahead, resilience will become a key commercial differentiator in the marketplace, influencing investment decisions and brand reputation alike. To future-proof interiors, fit-out specialists must embrace climate-risk modelling during the design phase, assessing how materials and layouts will perform under projected 2035–2040 conditions. Collaboration with suppliers who provide verified data on material performance in Gulf environments will be essential to ensure that sustainability claims translate into real-world durability.

By combining passive design, modular systems, and intelligent monitoring, the Gulf’s fit-out industry has the opportunity to meet sustainability standards as well as set new benchmarks. In doing so, it will help shape a new era of resilient, climate-conscious interiors that adapt as the region’s vision for sustainability evolves.