Stellar ambitions: Elie Saab Jr on building a global lifestyle brand through design

The ELIE SAAB MAISON is evolving into a complete luxury lifestyle entity, translating its haute couture DNA of meticulous craftsmanship and timeless elegance into architecture. Elie Saab Jr discusses the vision behind Stellar by ELIE SAAB in Abu Dhabi and the strategic expansion of their authentic, enduring branded residences across the GCC.

As CEO of the Elie Saab Group, how do you balance the creative demands of the fashion house with the business strategy and growth of the real estate division?

ELIE SAAB today is evolving into a complete lifestyle brand, one that extends beyond fashion to shape how people live and experience elegance in every dimension of life. Real estate and furniture have become key pillars of this strategy, allowing us to express the brand’s identity through spaces that combine refinement, comfort, and authenticity.

In every new category we enter, our approach remains the same, to create something meaningful, true to the brand’s DNA, and executed to the highest standards. Growth for us is not about diversification for its own sake, but about expanding the Elie Saab universe with integrity, coherence, and a consistent sense of timeless elegance.

Stellar by ELIE SAAB is a highly anticipated addition to Abu Dhabi’s luxury landscape. Could you share the core creative vision for this project? How does the design and experience elevate the standard of branded residences in the capital?

Stellar by ELIE SAAB was conceived to embody Abu Dhabi’s sophistication and its connection to nature, culture, and the sea. As the first branded residence on Yas Island, it brings to life a vision of contemporary living defined by balance, proportion, and timeless design, offering residents an elevated lifestyle.

The architecture and interiors follow the brand’s timeless aesthetic, while the vast amenities, from wellness areas and lounges to cinemas and waterfront spaces, extend that same attention to detail beyond the home. It’s a project conceived not only to set a new standard for luxury residences in Abu Dhabi but also to celebrate the island’s vibrant spirit and its growing role as a destination for refined living.

Why was Abu Dhabi chosen as the location for the “Stellar” project at this particular time, and what specific demand or demographic are you aiming to capture here, distinct from your other projects in Dubai or Ras Al Khaimah?

Abu Dhabi is a strategic market for ELIE SAAB, with its strong cultural identity and vision for contemporary living. Yas Island offered the perfect setting for Stellar, combining vibrancy, accessibility, and lifestyle appeal.

The project was shaped alongside our partners, Emirates Development and Royal Development Company, reflecting a shared commitment to design excellence and quality of life. It speaks to a discerning audience seeking refined, modern living within one of the capital’s most dynamic communities.

How did the Haute Couture DNA of the EELIE SAAB brand translate into the architecture, interior design, and amenity offering of “Stellar”? Are there any signature elements residents will immediately recognise as ELIE SAAB?

In Stellar, the essence of the Elie Saab brand is expressed through meticulous attention to detail and a dedication to craftsmanship and timeless design. The interiors feature precious marbles, bronzed finishes, and soft light tones, creating an atmosphere of contemporary refinement and sophisticated balance.

All common areas are appointed with pieces from the Elie Saab Maison collection, designed by Saab and Carlo Colombo and crafted in Italy, ensuring aesthetic coherence and a seamless connection between architecture, furniture, and lifestyle.

The ELIE SAAB brand now has multiple residential projects across the UAE. What is the long-term strategy behind the brand’s commitment to luxury real estate, and how do you ensure each project maintains exclusivity and quality?

Every ELIE SAAB project is unique, shaped by its market, its location, and its environment. Before entering any new development, we study the context carefully to ensure the result feels both relevant and exclusive.

Our team is directly involved in every phase of the process, from design to construction, delivery, and even the living experience, ensuring that each residence truly reflects the essence of Elie Saab. Our long-term strategy is to continue evolving the way spaces are conceived and experienced.

Real estate allows us to translate the brand’s values into a tangible lifestyle, one defined by timeless design, craftsmanship, and emotional connection.

Given the global interest in branded residences, who is the primary buyer for a project like “Stellar by ELIE SAAB”, and is the purchase typically for residence or investment?

The project appeals to a discerning audience, attracting both residents who value refinement and comfort, and investors who appreciate the stability and long-term potential of a branded property.

Stellar by ELIE SAAB stands out for its thoughtful balance of aspiration and authenticity, offering a complete living experience defined by design integrity, comfort, and attention to detail, consistent with the brand’s standards.

The Middle East luxury real estate market is highly competitive. What differentiator does the ELIE SAAB brand bring that positions its residences above other designer-branded properties?

What sets us apart is authenticity. Every project is conceived with the same creative integrity and attention to detail that define the brand. We don’t simply place a name on a building, we curate an experience that reflects the brand’s values in every aspect, from architecture and materials to the way residents live and feel within the space.

Each development is designed to be timeless and relevant to its surroundings, combining emotional design with disciplined execution.

Beyond the UAE, are there plans to expand the ELIE SAAB real estate footprint into other GCC markets such as Saudi Arabia or Qatar?

We already have active projects in both Riyadh and Doha, two markets that share our vision for design excellence and contemporary living. The region continues to offer strong potential for meaningful developments that combine architecture, lifestyle, and cultural relevance.

Looking ahead, we will continue to propose new projects across the GCC with a selective and strategic approach, focusing on collaborations that allow the Elie Saab identity to be expressed authentically and at the highest level of quality.