Once responsible for selling luxury penthouses in the world’s tallest skyscraper, the 828-metre Burj Khalifa in the heart of Dubai, Bhaskara Santosh has now unveiled a new project after leaving Dubai’s largest developer, Emaar. As partner and manager at Arthouse Hills Arjan, presented the project of the same name, promising «five-star living at affordable prices: 330 residential units consisting of one- and two-bedroom apartments and studios, with a rooftop Zen garden, infinity pool, landscaped yoga and garden areas, and cigar lounges.»

Well-read residents will have access to a library; families will find a children’s pool and both indoor and outdoor play areas.

«Living like in a hotel»

Arthouse Hills Arjan was officially introduced at an exclusive event attended by investors, developers and media representatives. The presentation outlined a vision for an urban residential concept focused on design, well-being and community—unveiled by Imad Khalil, General Manager and Partner at New System Engineering (NSE). NSE, together with developer Adaan Developments, Tuscan Prime Hotel, and Clédor, is behind the project. Inspiration for the name came from the boutique Arthouse Hotel New York City in Manhattan.

Khalil says the project—scheduled for completion in three years—is not merely about building apartments but about creating living spaces that blend comfort, connectivity and style. «We want to create spaces that inspire people every day,» Khalil said. The developers also emphasise accessibility: schools, health centres, shopping facilities and offices are only two to five minutes away. Price ranges have not yet been announced but are expected to be revealed soon.

«Location, location, location»

Although the development is situated away from the coast, it lies close to the E311 motorway, the Mohammed Bin Zayed Road. This, Santosh explains, means «residents are strategically connected to the new Al Maktoum International Airport, just twenty minutes away, which will eventually create 200,000 new jobs.” The 19th Dubai Airshow, held from November 17–21 at Al Maktoum Airport, has once again drawn the attention of Dubai’s property sector—serving a population of three million—to the emerging aerotropolis designed to handle 150 million passengers by 2040, Santosh added. The popular Dubai Hills Mall is also only a five-minute drive from Arthouse Hills.

Santosh’s remarks tap into the age-old real-estate principle repeated endlessly by US-President Donald Trump during his building career in New York and in various management books such as The Art of the Deal: «Location, location, location.»

Competitor Damac Properties recently launched its own project, Capri Riverside Views, located near the new Expo City exhibition centre and the same airport. The city’s gravitational centre is gradually shifting from the northeast towards the southwest, closer to the border with the neighbouring emirate of Abu Dhabi. Developers are now betting on this shift—and on the growing appetite for higher-quality living among Dubai’s expanding middle class.

Meanwhile, analysts at Standard & Poor’s and Fitch are sounding notes of caution: the post-pandemic boom could come to an end in 2026, after apartment prices have risen 50 percent and villa prices 40 percent over the past three years.