Liveability now key in Dubai’s luxury real estate market
Liveability and wellbeing have become the top priorities for the world’s wealthy homebuyers, marking a major shift in Dubai’s luxury real estate market. According to MAG Lifestyle Development — the company behind the AED 3 billion Keturah Reserve community in Meydan — global investors are now choosing homes that enhance physical and mental wellness over traditional brand-driven prestige.
Talal M. Al Gaddah, CEO & Founder of the Keturah luxury brand, said that affluent buyers increasingly value quality of life above all else. “The No.1 concern of wealthy buyers is now liveability — the depth of the experience, and the ability of a home to enhance residents’ physical and mental wellbeing,” he said. “Luxury properties that genuinely elevate wellbeing create a natural, sustainable demand from UHNW residents. That forms the foundation of a superior investment case, because where people insist on living, capital inevitably follows.”
Keturah Reserve aims to redefine luxury living by integrating wellness-focused design, biophilic architecture, and sustainable practices. The development features thousands of imported Ficus and ‘Rain’ trees that form a functional “wellbeing infrastructure” rather than decorative landscaping. The community includes 533 low-rise apartments, 93 townhouses and 90 villas, including superhomes and villa plots.
Only two traffic lights away from Downtown Dubai and Dubai Mall, the community is positioned to offer residents seamless access while maintaining minimal congestion. More than 40% of the apartments and all townhouses have already been sold. To oversee the final phase of sales, fäm Properties has been appointed as the exclusive Master Agency.
New investors will benefit from milestone-based payment plans and transparent contractual guarantees. Main contractor CITIC Middle East Contracting LLC is scheduled to deliver townhouses by Q2 2027, apartments in Q3–Q4 2027, and villas by Q1 2028. “Very few developers adopt this level of transparency,” Talal noted. “We hope this sets a new standard, supporting the Dubai Land Department’s goals for investor protection and market integrity.”
Firas Al Msaddi, CEO of fäm Properties, added that milestone-linked structures also reinforce financial safety. “It empowers brokers who prioritize the financial safety of their clients,” he said.
The latest enhancements to Keturah Reserve include expanded residential blocks, upgraded wellness amenities, improved community spaces, and new bio-living features. Apartments range from 1,106 to 4,883 sq ft, offering larger-than-average layouts designed to optimize sunlight and airflow. Townhouses and villas include expansive indoor-outdoor living areas.
Residents will also have access to premium concierge services, including on-demand Rolls-Royce chauffeur bookings through a dedicated community application.
Keturah Reserve marks the fourth major development in MAG’s growing luxury portfolio, following Keturah Resort (managed by Ritz-Carlton), Keturah Ardh and Keturah Bahar.
