IRTH Urban Development LLC
Brand · Rove Hotels
HQ by Rove — Marasi Bay
The region's first hospitality-branded office building — 23 office floors on Marasi Bay Marina, 120,000 sq ft of amenities, and an HQ Desk concierge in partnership with Cushman & Wakefield Core.
- Developer
- IRTH Urban Development LLC
- Brand
- Rove Hotels
- Location
- Marasi Bay Marina, Business Bay · Dubai
- Status
- Off-plan
- Handover
- Q1 2029
- Starting from
- Upon request
Overview
HQ by Rove is IRTH Urban Development's answer to the tired glass-tower office — a next-generation, hospitality-led concept that integrates work, life, and play. Set on a 76,000 sq ft plot at Marasi Bay Marina in Business Bay, the 23-office-floor building carries the Rove Hotels brand — Rove being the Emaar Properties × Dubai Holding joint venture — and treats the workplace the way Rove treats a hotel: 24/7 service, concierge, and a curated amenity core baked into the lease. Fully-furnished and fully-serviced modular offices for every team size sit alongside Grade-A commercial floor plates.
That amenity core runs to 120,000 sq ft — 28% of the entire project — stretching across a dedicated podium ("HQ Land"), a mid-tower amenity floor ("Reset 16"), a rooftop "OOO" observation deck, an arcade level with private road access, and a lobby-level "Hub" and food hall ("The Block"). Padel and basketball courts, a fully-fitted gym, a yoga studio, a podcast cabin, floating treehouse pods, a semi-Olympic pool with spa/steam/sauna, event spaces, and a beauty lounge sit alongside 14 destination-controlled high-speed passenger lifts and 988 parking bays. HQ owners also plug into Rove Connect — preferential rates across Rove Hotels and cafés, priority access to future Rove-branded launches, and enterprise-class concierge services delivered through the HQ Desk in partnership with Cushman & Wakefield Core. Marasi Bay itself is set to host the first beach club in the Burj Khalifa District.
Product mix
01
Studio
02
Deluxe
03
Executive
04
Simplex Edge
05
Loft Edge
06
Penthouse Lofts
07
A la carte
Payment plan
Mortgage-friendly plan direct from IRTH: 15% down payment, then 5% on 1 November 2025, 5% on 1 April 2026, 5% on 1 September 2026, 5% on 1 February 2027, 5% at 40% construction (on or before 1 December 2027), 5% at 60% construction (on or before 1 May 2028), 5% at 80% construction (on or before 1 November 2028), and the final 50% on completion. Anticipated handover Q1 2029.
Why it matters
Hospitality-led workplace
Operated the way Rove Hotels are operated — 24/7 service, concierge, F&B and events layered under the office lease. Rove is Emaar × Dubai Holding's joint venture brand, extended here into workplace for the first time.
120,000 sq ft of amenities — 28% of the project
One of the largest single-building amenity programmes in Dubai — fully-fitted gym, semi-Olympic pool, spa/steam/sauna pods, food hall ("The Block"), padel and basketball courts, podcast cabin, yoga space, event spaces, floating treehouse pods, and a rooftop observation deck. Sized so members almost never need to leave the building.
23 office floors, up to 22 modular units per floor
Product ranges from studio-sized modular offices to Simplex full-floor plates and Penthouse Lofts. 14 destination-controlled high-speed passenger lifts, 988 parking bays across 8 floors, dedicated EV charging and bicycle parking.
HQ Desk concierge with Cushman & Wakefield Core
IRTH's strategic partnership with Cushman & Wakefield Core delivers enterprise-class concierge inside the building — professional call handling, dedicated account manager, IT support, meeting-room bookings, and mail/courier management for tenants of every size.
Gallery
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