Dubai launches world's first ultra-luxury residential hospitality brand
Curated living spaces fuse wellness, privacy, and bespoke Italian craftsmanship
DUBAI has introduced a new global benchmark in elite residential living with the launch of Omoria Private Residences, the world’s first ultra-luxury boutique residential hospitality brand.
Co-founded by Innovate Living and Dr. Omar BinSulaiman, this pioneering concept redefines lifestyle luxury by blending wellness, cultural depth, and anticipatory service into a holistic living experience.
Born in Dubai, Omoria reflects the emirate’s stature as a world leader in luxury innovation. The brand is designed for ultra-high-net-worth individuals (UHNWIs) who seek more than conventional luxury, offering privacy, intuitive design, and a forward-thinking vision centred on wellbeing and personalisation.
What is Omoria and who is behind it?
Omoria is a collaborative creation between Dubai-based Innovate Living – renowned for exclusive developments like Palme Couture – and Dr. Omar BinSulaiman, Founder and Chairman of BinSulaiman Group. It aims to answer the growing global demand for service-led, design-driven residences that offer an immersive, bespoke hospitality experience within the privacy of one’s own home.
The brand name itself symbolises this ethos. “Omo” is derived from Omotenashi, the Japanese philosophy of thoughtful hospitality, while “Ria” evokes refined Italian elegance. Together, they form a brand that is committed to elegance, wellness, and precision—hallmarks of Dubai’s evolving luxury landscape.
How does Omoria redefine luxury living?
Unlike traditional high-end residential models, Omoria incorporates hospitality-led services at its core. From in-residence dining to spa rituals and bespoke lifestyle planning, each residence provides high-touch service tailored to the individual. A dedicated wellbeing concierge oversees holistic health programmes that include customised fitness and nutrition plans.
“Our clientele now expects the Dubai standard wherever they go,” said Dr. BinSulaiman. “Omoria represents this expectation – defined by elegance, sustainability, and the pursuit of long-term wellbeing.”
The brand's proprietary hospitality model ensures that every interaction and feature, from design to service, is delivered with intention and grace.
What sets Omoria’s residences apart?
The debut development on Dubai Islands will include a limited collection of waterfront residences, including a signature penthouse. These fully furnished homes will feature bespoke interiors crafted by top-tier Italian artisans and curated by Innovate Living’s design atelier in partnership with a renowned Italian director.
Each unit offers direct beach access, sweeping sea views, and access to a state-of-the-art wellness centre. The centre includes infrared saunas, oxygen therapy, ice baths, salt rooms, and centralised air and water purification systems.
Further setting Omoria apart is a skyline padel court – the first of its kind – designed at an elevated height to offer panoramic sea views while enhancing the resident’s healthful lifestyle.
Who is shaping Omoria’s hospitality experience?
Leading the brand’s signature hospitality vision is Yigit Sezgin, a globally acclaimed expert in luxury lifestyle branding. Sezgin has held executive roles at The Ritz-Carlton, Raffles, Missoni, and Fairmont, and brings extensive experience from projects with Aman, Soho House, Rosewood, and Mandarin Oriental.
“Luxury today is not about excess, but about intention,” Sezgin explained. “Omoria redefines the home as a personalised sanctuary rather than a hotel-style imitation.”
He is supported by a senior advisory board with a combined 250+ years of experience in luxury hospitality, real estate, and brand strategy.
Why is the market ripe for Omoria’s launch?
Omoria's launch coincides with exceptional growth in Dubai’s high-end property sector. In Q1 2025, the city recorded Dh114.08 billion in real estate transactions – marking a 29.19% year-on-year increase. At the ultra-prime level, villas and apartments priced above Dh15 million have seen an extraordinary 688% surge in sales since 2015, totalling Dh71 billion in 2024 for the second consecutive year.
This rising demand from both domestic and international buyers demonstrates a robust appetite for properties that deliver not just exclusivity, but also value through service, health, and design innovation.
What lies ahead for the brand globally?
With its debut rooted in Dubai, Omoria plans to expand across the UAE, the broader GCC, and carefully selected international markets. Each development will stay true to the brand’s pillars: privacy, wellness, personalised service, and human-centric design.
Innovate Living’s CEO Kareem Fahmy affirmed, “We are seeing a shift in how long-term value is measured in luxury real estate. Omoria sets a new gold standard by combining timeless design with instinctive, hospitality-driven living.”