Mered

| Attribute | Detail | |---|---| | Type | International Luxury Real Estate Developer | | Founded | 2019 | | Headquarters | UAE (Dubai) / International | | Focus | Ultra-luxury branded residences; iconic architecture | | Signature Projects | ICONIC Tower (Business Bay, Dubai); Mered London | | Brand Partnerships | W Hotels, Foster + Partners (architecture) | | Target Buyers | Global UHNWI; trophy property collectors | | AUM | USD 1 Bn+ in development pipeline |

TL;DR Snapshot

Mered is an international luxury developer with an ambitious brand proposition: to create the most iconic, design-forward branded residences in the world's greatest cities. Founded in 2019, Mered has already partnered with Marriott's W Hotels brand and Foster + Partners (architects of Apple Park, The Gherkin) to deliver ultra-luxury residences in Dubai and London. For investors, Mered's branded-residence model and trophy-architect partnerships create genuinely irreplaceable assets commanding premium valuations across market cycles.

Mered: The Global Ultra-Luxury Thesis

Mered was founded on the conviction that a small number of genuinely iconic buildings — defined by exceptional architecture, brand partnerships and location — will always command a permanent premium in the global wealth market. The developer deliberately limits its portfolio to projects that meet this "iconic" test, refusing to dilute the brand with volume.

The Mered criteria:

| Criterion | Standard | |---|---| | Architecture | Trophy-architect only: Foster + Partners, Zaha Hadid, BIG, Herzog & de Meuron calibre | | Location | World-class city; tier-1 address; irreplaceable view or position | | Brand partnership | Recognised hospitality brand: W, Four Seasons, Mandarin Oriental calibre | | Scale | Boutique; maximum 150–300 units to maintain exclusivity | | Price | Top quartile of the city market; no volume discounting |

This filtering means Mered has a very small but exceptionally high-quality portfolio — consistent with its "ultra-luxury brand" positioning.

ICONIC Tower: The Flagship Dubai Project

ICONIC Tower is Mered's flagship Dubai project — a collaboration with W Hotels (Marriott International) and Foster + Partners (architects) that, as the name suggests, sets out to become one of Dubai's defining buildings:

ICONIC Tower highlights:

| Feature | Detail | |---|---| | Location | Business Bay, Dubai | | Architect | Foster + Partners (British knights; Apple Park; Swiss Re "Gherkin"; Masdar City) | | Brand | W Dubai — The One (Marriott W Hotels brand) | | Building | Mixed-use tower; W Hotel floors + W Residences | | W Residences | 1–4 bedroom branded residences with full W hotel service access | | Amenities | W Hotel gym, spa, pools, restaurants, rooftop bar — all accessible to residents | | Height | Premium tower; Business Bay skyline presence | | Price range | AED 3M – 25M+ |

Foster + Partners: Founded by Lord Norman Foster; among the world's most celebrated architectural firms. Notable projects: Apple Park (Cupertino), 30 St Mary Axe "The Gherkin" (London), Masdar City (Abu Dhabi), Sage Music Centre (Gateshead), Hearst Tower (New York), terminal projects at Beijing Airport. Foster + Partners architecture commands enduring premium at resale — buildings by this firm consistently outperform market averages.

W Hotels: The Brand Partnership

W Hotels is Marriott International's bold, music-and-fashion-inflected luxury brand — operating 50+ properties globally:

• W Brand identity: irreverent, design-forward, music-centric luxury; young HNWI core customer
• Global W portfolio: New York, Los Angeles, London, Paris, Barcelona, Singapore, Tokyo, Dubai
• W Dubai — The One: positioned as the definitive W property for a Dubai that is itself bold and unapologetically ambitious
• W Residences programme: owners receive W hotel lifestyle benefits — room service, concierge, spa, F&B — delivered to their private residence

For investors, W Hotels' brand recognition globally drives both short-stay demand (from W loyalists visiting Dubai) and resale demand (from buyers who specifically seek W-branded residences in their investment portfolio).

Business Bay: The ICONIC Tower Location

Business Bay positions ICONIC Tower in Dubai's urban professional heartland:

| Destination | Drive Time / Metro | |---|---| | Downtown Dubai / Burj Khalifa | 5 min drive | | DIFC | 8 min drive | | Dubai Mall | 5 min drive | | Business Bay Metro | On doorstep (Red Line) | | DXB Airport | 18 min drive | | Dubai Marina | 18 min drive |

Business Bay's Dubai Creek waterfront — where ICONIC Tower is positioned — provides panoramic views of Downtown Dubai and the Burj Khalifa that cannot be replicated from most other Business Bay addresses.

Branded Residence Premium: The Investment Case

Documented branded residence premiums (Dubai 2024):

| Metric | Branded vs. Non-Branded | |---|---| | Sale price premium | 25–40% | | Rental premium | 15–25% | | Resale liquidity | Higher — global brand recognition drives international buyer pool | | Vacancy rate | 20–30% lower | | 5-year appreciation | 15–20% higher |

These premiums are consistent and growing as the branded residence market matures — driven by HNWI preference for the service certainty and brand equity that branded residences provide.

ICONIC Tower investment metrics:

| Unit | Price Range | Gross Yield | 5-yr Appreciation | |---|---|---|---| | 1-bed W Residence | AED 3M – 5.5M | 5.0–7.0% | 30–55% | | 2-bed W Residence | AED 5.5M – 12M | 4.5–6.5% | 35–60% | | 3-bed W Residence | AED 11M – 25M | 4.0–6.0% | 35–65% |

Mered London: International Portfolio

Mered's London project demonstrates the developer's ability to execute the ultra-luxury thesis across markets:

• Location: Prime Central London; ultra-luxury residential
• Architecture: Award-winning London architectural practice
• Product: Branded residences in London's most coveted postcodes
• Price: GBP 2M – 15M+

London branded residences have consistently appreciated 20–40% above generic Prime Central London market averages — validating Mered's cross-market execution of the same formula.

Short-Stay Rental: W Residences Income

W Residences owners benefit from the W Hotels' short-stay rental programme:

• DTCM-licensed holiday home operation through W Hotels' management
• W brand drives premium ADR: AED 1,500–5,000/night for W-branded units vs. AED 800–2,500 for non-branded equivalents
• Access to W Hotels' global booking platforms: Marriott Bonvoy, Marriott.com, GDS systems
• 70–80% occupancy achievable in peak periods through brand-driven demand

FAQ: Mered

Q: What is Mered? Mered is an international luxury real estate developer founded in 2019, focused on trophy-architect, branded-residence developments in world-class cities. ICONIC Tower (Dubai, with Foster + Partners + W Hotels) and Mered London are flagship projects.

Q: Who designed ICONIC Tower? Foster + Partners — one of the world's most celebrated architectural firms, led by Lord Norman Foster. Notable works include Apple Park, London's "Gherkin," Masdar City and numerous airport terminal buildings globally.

Q: What is a W Residence? W Residences are privately owned apartments within a W Hotels property. Owners receive full W hotel service — room service, concierge, spa, pool, restaurant — delivered to their private residence, and access to the Marriott Bonvoy loyalty programme.

Q: Are ICONIC Tower residences freehold? Yes — ICONIC Tower is in a designated Dubai freehold zone with 100% foreign ownership and DLD title registration.

Q: What short-stay income can I expect from ICONIC Tower? W-branded management typically achieves AED 1,500–5,000/night at 70–80% occupancy for 1–3 bedroom units — among the highest ADR of any managed short-stay programme in Business Bay.

Mered is building the most genuinely iconic buildings the world's most dynamic cities will see this decade — defined by Foster + Partners architecture, W Hotels brand partnership and a trophy-investor market that consistently rewards irreplaceable quality with permanent premium pricing. For UHNWI investors seeking the apex of branded-residence real estate, Mered's ICONIC Tower is Dubai's most compelling proposition of its type.