QUBE Development, in collaboration with The Lux Collective, has unveiled Elire, a premium off-plan residential project in Dubai that will be operated under the prestigious LUX* hospitality brand. Introducing the first LUX* branded residences in the Middle East, the development will redefine modern living through a fusion of contemporary architecture, luxury and personalised hospitality. Elire in Business Bay will comprise 100 upscale residences thoughtfully designed, emphasising natural light, open spaces and sensory-inspired details. Residents will enjoy a host of exclusive hospitality services, including concierge assistance, housekeeping, private dining, chauffeur facilities and rejuvenating spa treatments. The initial phase of the launch features fully furnished 3 and 4-bedroom duplex apartments with spacious layouts and high-end finishes.