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Luxhabitat Sotheby's Spearheads Sales of So/ Uptown Dubai

So/ Uptown Residences sold by LUXHABITAT Dubai

227 ultra-exclusive residences will take up the top 28 floors of the tower

Words by Aneesha Rai in Company News · Mar 9th, 2023

LUXHABITAT Sotheby’s International Realty, a record-breaking real estate company has won the exclusivity to lead the sales of Uptown Tower & SO/ Uptown Dubai Residences. Uptown Tower, one of the most awaited and promising properties in Dubai, is also the first complex to be launched in the new, premium district of Uptown Dubai, by DMCC. Designed by Adrian Smith and Gordon Gill Architecture, SO/ Uptown Dubai is the first SO/ project to open in the Middle East.

It is another addition to LUXHABITAT Sotheby’s portfolio, a company with a proven track record of handling the sales of several branded residences in the UAE and the wider GCC market. “With the successful management and delivery of optimum results of the sale of multiple five-star iconic branded residences, LUXHABITAT Sotheby’s has cemented its position as the go-to company for real estate developers in the region. We are proud to collaborate with DMCC to spearhead the sales of SO/ Uptown Dubai Residences in Uptown Tower,” said George Azar, CEO of LUXHABITAT Sotheby’s International Realty.

“In 2022, branded residence sales grew by 36% in the prime residential market, indicating positive investor interest. The market is very positive and so are the investors, the addition of another iconic tower to the Dubai skyline will drive both new and existing investors further into the market and strengthen Dubai’s position on the world map”, added George.

According to the analysis by LUXHABITAT Sotheby’s International Realty based on data by the Dubai Land Department, the branded residences segment received the strongest growth and market share in the Dubai prime residential market in 2022. The market share of branded residences increased six-fold in 2022 compared to the previous year.


Spearheading the development sales on behalf of LUXHABITAT Sotheby’s International Realty, is its newly appointed Director of Project Sales, Seran Gheorghe, whose 18-year career history in luxury real estate includes the successful sale of the W Residences Palm. Georghe will be responsible for introducing clients to the exclusive range of one, two and three bedroom apartments along with duplexes and penthouses available in the tower, starting from AED 1.7 million. 

The 227 ultra-exclusive residences, which take up the top 28 floors of the tower, are part of the vibrant SO/ brand by Ennismore, a joint venture with Accor. They will offer residents a remarkable standard of living surrounded by five-star hospitality amenities such as a residents’ lounge, a private cinema, a gym, an indoor swimming pool, a round-the-clock residence concierge, and other five-star services, as well as eligibility for Diamond membership, the highest published tier of Accor Hotels’ loyalty programme “Live Limitless” conferring VVIP status at the global level.

An Iconic Addition To Dubai's Skyline

DMCC’s Uptown Tower is the first building to be completed in this brand-new lifestyle destination and will include exclusive retail, commercial, and hospitality outlets as well as a limited number of private luxury residences offering 360-degree views. 

Spanning 81 storeys, the tower is styled to mimic the brilliance of diamonds and effortlessly enhance the flow of natural light within the structure with its fully glazed façade and high ceilings. Considered to be an architectural marvel in its own right; Uptown Tower rises 340 meters and offers uninterrupted views of the Dubai skyline, Ain Dubai, and the sea. Inside the tower, there is a 188 key five-star luxury hotel, over 46,000 sqm of Grade A office space, and 227 signature branded residences, not to mention a host of additional amenities including delicious restaurants, exclusive shops, and a variety of leisure outlets.

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