IRTH Group has partnered with Cushman & Wakefield Core to power the launch of HQ by Rove, the region’s first hospitality-branded workplace at Marasi Bay, Business Bay.
The collaboration embeds Cushman & Wakefield Core’s global-standard property management and leasing expertise directly into HQ’s operations, with the ‘HQ Desk’ providing tenants of all sizes with world-class concierge and business services from day one.
HQ by Rove goes beyond providing fully fitted offices. By consolidating essential business support under one roof, it streamlines operations and gives companies the freedom to prioritise clients, strategy, and growth. For tenants, this means smooth day-to-day running, lower overheads, and the confidence that everything from admin to client-facing services is handled with professionalism.
Fully Serviced Offices
Under the collaboration, Cushman & Wakefield Core will operate an on-site and on-demand concierge (HQ Desk) facilitating the important day-to-day operations that keeps businesses moving. Services range from reception and call handling to meeting coordination, IT and office assistance, mail and courier management, relocation support, and move-in/move-out management - delivered with the same rigor and responsiveness that define Cushman & Wakefield Core’s global service standards.
“HQ by Rove is built on a simple promise: make work feel effortless,” said Osman Celiker, CEO, IRTH Group. “By partnering with Cushman & Wakefield, we’re embedding enterprise-class concierge capabilities into the very fabric of HQ so founders, lean teams, and established businesses can move faster, smarter, and with fewer friction points, right from day one. The real disruption is how we have transformed the traditional office into a space that feels fresh, cool, and completely out of the ordinary. The fact that HQ by Rove is a fully-serviced, fully-fitted, hospitality-branded office building is just the beginning.”
“Our role is to remove operational drag and to curate an ecosystem where businesses can thrive,” said Edward Macura, Co-CEO and Country Head at Cushman & Wakefield Core. “The HQ Desk will function as an extension of each tenant’s team, taking on the daily workload so companies can focus on growth. Together with IRTH Group, we are raising the benchmark for how workplaces in Dubai should perform, both for landlords and occupiers.”
The HQ desk, powered by Cushman & Wakefield Core, complements HQ’s amenity stack managed by Rove Hotels, which includes a communal lounge with café, wellness and reset facilities, rooftop work pods with skyline views, smart meeting suites, and a building-wide tech backbone. HQ by Rove offers 120,000 sq.ft. of dedicated indoor and outdoor amenity spaces, representing a 28% amenity-to-office space ratio - the highest for any commercial building in Business Bay, a statement said. -TradeArabia News Service