MAG Group’s chairman on shaping sustainable, wellness-centric communities

In a city known for mega-projects and high-profile real estate launches, MAG Group is taking a more intentional approach. Its new development, Keturah Ardh, isn’t just another cluster of luxury towers.

Chairman Moafaq Ahmad Al Gaddah says it’s a response to what today’s buyers are actually looking for: green space, wellness, and integrated communities. Here, he discusses the long-term thinking behind the project, and how it ties into the UAE’s evolving urban and investment priorities.

Tell us about your long-term vision behind developing a private city in one of the fastest-growing areas of Dubai.

Our vision is to create a next-generation city that redefines what urban living can and should be. We saw a rare opportunity to build a fully integrated private city that goes beyond traditional development.

Keturah Ardh is designed to offer more than just homes or commercial space — it’s a holistic environment that combines art, nature, and wellness to elevate the quality of life. The project also supports Dubai’s ambition to be a global leader in innovative and sustainable urban development.

How does the Keturah Ardh development align with Dubai’s 2040 Urban Master Plan and the emirate’s broader vision for sustainable urban growth?

Keturah Ardh was designed in alignment with the key pillars of the Dubai 2040 Urban Master Plan, namely sustainability, enhanced quality of life, and smart land use. The development integrates green infrastructure, walkable spaces, and environmentally responsible design.

With over 100,000 trees and a clear focus on sustainable urban growth, Keturah Ardh not only supports but also amplifies the emirate’s broader vision for long-term, people-centric, and climate-resilient development.

The concept of ‘Life-Scaping’ is central to the project’s design philosophy. Can you elaborate on how this approach will transform the living experience for future residents?

‘Life-Scaping’ is a core philosophy of Keturah Ardh. It means designing spaces where nature is not an afterthought, but a foundational element of the built environment. By integrating mature trees, natural materials, and biophilic design throughout the project, we’re creating a living ecosystem that enhances physical and emotional wellbeing.

Residents will experience improved air quality, increased access to green space, and a stronger sense of connection to their surroundings. It’s a complete shift from conventional development toward a lifestyle that prioritises wellness and community.

What measures are being taken to ensure Keturah Ardh meets global sustainability standards, and how do certifications like LEED ND and WELL Building Standard factor into the project’s long-term impact?

Sustainability is embedded into every layer of Keturah Ardh. We are actively pursuing LEED for Neighborhood Development (LEED ND) and WELL Building Standard certifications to ensure the project meets the highest international benchmarks.

These certifications address both environmental impact and human health, covering everything from energy efficiency and water conservation to air quality and wellness features. Our goal is not just to meet the standards but to set new ones for sustainable luxury living in the region.

With growing demand from both regional and international investors, how is the UAE positioning itself as a long-term destination for high-end real estate investment?

Under the visionary leadership of the wise leadership, the UAE has made significant strides in positioning itself as a premier destination for high-end real estate investment.

Forward-thinking policies, such as long-term golden visas, full foreign ownership rights, and robust regulatory framework, are the result of a leadership that prioritises economic diversification, innovation, and global competitiveness.

Dubai, in particular, has emerged as a beacon for international investors, thanks to the continued guidance of  Dubai’s leadership. The emirate’s stability, world-class infrastructure, and unmatched lifestyle offerings make it a natural choice for long-term, high-value investment.

How are changing buyer preferences, particularly around wellness, sustainability, and integrated communities, shaping future development strategies in the UAE?

Today’s buyers are more discerning than ever. They are no longer just looking for property, they are seeking environments that support their health, reflect their values, and foster meaningful connections. Wellness, sustainability, and a strong sense of community have become essential, not optional.

This shift is deeply aligned with the forward-looking vision of the UAE’s leadership, where the country has made remarkable progress in prioritizing human-centric urban planning and sustainable growth. These national priorities are now being translated into real, measurable expectations from a new generation of homeowners and global investors.

We view this evolution not as a trend, but as a defining force that shapes the future of real estate. Developments like Keturah Ardh are thoughtfully designed to meet these expectations, placing wellness, biophilic design, and social connectivity at the center of the living experience. It’s about contributing to a larger national vision where people, nature, and long-term well-being are seamlessly integrated into every layer of urban life.

In your view, what are the key economic or regulatory trends currently influencing the UAE’s real estate sector, and how is MAG Group adapting to stay ahead?

Several key factors are shaping the sector such as the UAE’s evolving visa and ownership laws, and a strong push for sustainability. We are aligning with these trends by partnering with global leaders, like CITIC Limited, and by investing in smart, sustainable developments.

We’ve secured all regulatory approvals for Keturah Ardh from bodies such as DDA, DEWA, and RTA, ensuring a smooth path forward.

Our approach is proactive, future-focused, and grounded in creating long-term value for residents and investors alike.

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