Abu Dhabi property is getting feel of branded luxury, with Henge the new entrant

Dubai: The branded residences trend is hitting Abu Dhabi with the launch of the Dh500 million Henge Residences on Saadiyat Island. The project is from Nord Lifestyle Development, and shows the Abu Dhabi market as primed for niche and luxury residential projects in key locations.

Apartments at the Henge start from Dh1.15 million for studios and with three-bedroom units at Dh4.7 million. It is also the first time for Henge in Abu Dhabi. (Completion is scheduled for Q1-2028.)

The project features 166 units, of which two will be duplexes. The total built-up area will be 400,000 plus square feet.

“We don’t mass-produce; what we’re creating is bold, soulful, and a true reflection of Nord’s long-term promise,” said Maher Rahabi, CEO of Nord Lifestyle Development.

Nord Lifestyle Development is targeting around Dh 1 billion in revenues over the next three years. It holds Dh342 million in assets in Abu Dhabi.

Recently, the luxury label Elie Saab ventured into Abu Dhabi with the developer Ohana. The 35-storey structure – designed to give a sense of ‘movement’ – is on Al Reem Island, and with prices from Dh2 million.

The branded luxury residences boom has already been seen in Dubai, with the last two years witnessing multiple launches from established names as well as first-time entrants into the local market.

It was only a matter of time before this ‘wave of demand’ hit Abu Dhabi. “It has already landed in Ras Al Khaimah, with the various projects on Al Marjan Island,” said a property agent. “There are investors willing to pay a premium for the branded feel and build.”