Dubai’s HQ by Rove to Redefine Offices with Coffee Lifts, Spas, and Treehouse Pods
Dubai has long been known for pushing boundaries in design and lifestyle, and now the city is reimagining the future of workspaces. Imagine stepping into a lift that serves coffee, holding strategy sessions in treehouse-inspired meeting pods, or unwinding after a meeting in an indoor pool. This is the vision behind HQ by Rove, the Middle East’s first hospitality-branded office concept, set to open in Business Bay.
The project, developed by Rove Hotels in collaboration with IRTH Group, promises a radical departure from conventional office design. Scheduled for handover in Q1 2029, HQ by Rove is positioned to blend work and leisure seamlessly — offering a range of hotel-style amenities that eliminate the need to step outside the workplace for dining, fitness, or relaxation.
From Hotels to Workspaces
Rove Hotels, a brand co-owned by Emaar and Meraas, first made its mark in Dubai’s mid-scale hospitality market. Known for its fuss-free hotels catering to young professionals and travelers, Rove later expanded into branded residences, with nearly 2,000 units launched and sold out in just two years.
The leap into offices, according to Paul Bridger, CEO of Rove Hotels, was a “natural transition.” He explained:
“We saw how many people were having extended stays in our hotels, so it seemed like a natural step. A couple of years ago, we moved from hotels into branded residences because of strong demand. Now, we’re extending that same philosophy to the workplace.”
Bridger revealed that demand for their residential offerings was so strong that they could have sold 10,000 units, had supply matched demand. With that success in mind, Rove is now applying its hospitality-driven model to corporate spaces.
A Hotel Inside an Office
HQ by Rove isn’t designed to be a typical business tower. Instead, it merges flexible modular offices with facilities typically associated with luxury hotels. Spaces start from 50 square metres, fully furnished, and ready for immediate use.
The curated on-site amenities include:
Coffee-serving lifts, ensuring convenience even during short breaks.
Treehouse-style meeting pods, offering a creative twist to boardroom discussions.
Spas and wellness areas, to promote work-life balance.
An indoor swimming pool and fitness facilities, ideal for busy professionals.
Casual dining outlets, so that grabbing a healthy meal doesn’t require leaving the office.
The aim is simple — to create a workplace where employees and entrepreneurs can transition smoothly between work, relaxation, and social interaction.
Designed for a Changing Workforce
According to Bridger, the shift reflects the evolving demands of today’s professionals.
“The world is evolving faster than ever, and so is its workforce. Today’s professionals are always on the move and require spaces that can keep pace,” he said.
The concept also draws from trends Rove observed within its own properties. Many individuals, not even hotel guests, were already using Rove’s meeting spaces as informal co-working zones. Their preference for the casual, approachable service style over ultra-luxury settings inspired the development of a full-fledged branded office product.
More Than Just Co-working
While Dubai already hosts numerous co-working and flexible office providers, HQ by Rove differentiates itself through branding and hospitality. Rather than just offering desks and Wi-Fi, the development emphasizes lifestyle integration.
Bridger describes it as a “work-life harmony model” — where professionals can achieve productivity without compromising on wellness or comfort. The project is also designed to attract a wide mix of tenants, from startups and freelancers to established corporations seeking vibrant, people-focused work environments.
Setting a Regional First
By introducing the Middle East’s first hospitality-branded offices, Rove is once again setting new benchmarks in real estate and lifestyle innovation. Business Bay, already a hub of commercial activity, will gain another landmark with HQ by Rove, reinforcing Dubai’s reputation as a city that anticipates global trends before they go mainstream.
With its bold mix of creativity and functionality, HQ by Rove is not just an office — it’s a vision of the future workplace. Coffee lifts, treehouse pods, spas, and modular design may sound unconventional today, but by the time doors open in 2029, they could well become the standard for the next generation of professionals.
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