The launch follows the successful unveiling of MAG’s real estate and hospitality concept, Keturah
Real estate developer MAG has launched the launch of Keturah Business Bay. The US $545mn tower will offer transformational living through the design of space, and is scheduled for completion by Q3 2027.
According to a statement, the new tower will be the first in the Middle East to immerse residents in nature through the ‘Bio Living’ concept that incorporates nature into the built environment to improve the physical, mental and emotional health of its occupants. The developer had previously offered the concept with its Keturah Reserve project.
Bio Living, inspired by Biophilic Design, emphasises creating architecture and interiors that connect residents with surrounding nature. Engaging all five human senses with nature improves physical and mental well-being, adding genuine value to residents’ lives. Bio Living respects all life forms, including flora, fauna, and humans, the firm said.
“The launch of Keturah Business Bay is in response to the high demand we observed for the previous two developments under the Keturah brand – Keturah Reserve and Keturah Resort. There’s a significant demand for luxury residences that prioritize the well-being of residents. This project has been meticulously conceived and designed, with every detail aimed at elevating and enriching the lives of its occupants. Through its innovative inside-out design, we connect them with the surrounding nature, embodying the Bio Living concept,” stated Talal Moafaq Al Gaddah, Senior Executive Vice Chairman of MAG.
Keturah Business Bay will offer studios, one-, and two-bedroom apartments ranging from 600sqft to 2,200sqft. Amenities at the project include an outdoor pool, a gym, restaurants, and retail spaces.
The firm stated that the tower’s homes will feature double-volume interior spaces, which enhance the flow and circulation of naturally cooled air, and noted that the open plan spaces, which are devoid of corridors or hallways, optimise movement throughout the apartment.
Furniture and fixtures are custom-designed and tailor-made for each space, seamlessly integrating into the interior, which facilitates the flow of movement and uplifts the resident’s physical and mental well-being, the statement concluded.