SLS

In Dubai’s fast-growing world of luxury real estate, few names stand out quite like SLS Developer. Known for its artistic approach to architecture, hotel-style amenities, and a flair for hospitality-driven living, SLS represents more than just high-end property development — it’s a lifestyle brand. Backed by the globally renowned hospitality group Ennismore, SLS Developer is carving its own space in Dubai’s premium real estate market through a unique blend of bold design, immersive living experiences, and strategic partnerships.

While many developers focus solely on structural features or price points, SLS distinguishes itself by creating residential environments that feel curated, intentional, and full of character. From their headline-making tower in Business Bay to the serene elegance of their upcoming Palm Jumeirah project, SLS Developer is actively redefining what luxury living means in Dubai.

The Story Behind SLS Developer

Before diving into their Dubai ventures, it’s essential to understand the roots of the SLS brand and its evolution under the Ennismore umbrella. SLS is not just a local player—it’s a global lifestyle brand with a unique narrative that merges hospitality and residential innovation.

Founding and Corporate Evolution

The SLS brand was originally launched in the United States, with properties in major cities like Miami, Los Angeles, and Las Vegas. The company gained early attention for its bold interiors, celebrity-chef-driven restaurants, and experiential hotel design.

But the brand’s transformation took a major leap forward when it became part of Ennismore, a global lifestyle collective that also includes Mondrian, SO/, 25hours, and Delano. With over 100 lifestyle properties worldwide, Ennismore is backed by Accor, one of the largest hospitality groups in the world.

This acquisition set the stage for SLS to evolve from a boutique hotel brand into a residential developer with global ambition — and Dubai quickly became a natural destination for that expansion.

Partnership with Ennismore & SLS Brand Entry

SLS’s official entry into Dubai’s real estate scene happened in 2023 when Ennismore partnered with Roya Lifestyle Development LLC to launch the first standalone SLS-branded residences in the UAE — SLS Residences The Palm.

Unlike the hybrid hotel-residence model seen in the SLS Dubai Hotel & Residences tower, this project marked a new chapter: pure residential living, elevated by SLS’s signature hospitality style. This milestone wasn’t just about launching another luxury building; it reflected a growing global demand for branded residences that deliver more than just high-end interiors — they deliver experience.

Where SLS Developer Builds

SLS Developer currently operates across two major hubs in Dubai, with a third on the way. Each location has been carefully chosen to reflect the brand’s emphasis on luxury, lifestyle, and long-term value.

SLS Residences The Palm (Palm Jumeirah, West Crescent)

This project is the crown jewel of SLS’s Dubai expansion. Nestled on the prestigious West Crescent of Palm Jumeirah, SLS Residences The Palm offers a private, low-rise alternative to the high-density towers that define much of Dubai.

The project is purely residential — no hotel, no commercial space — just 113 exclusive homes designed with a level of privacy and intimacy rarely found in Palm developments.

Key features include:

• Two to four-bedroom residences, duplexes, and penthouses

• Direct private beach access for all residents

• A signature SLS clubhouse, spa, cinema, and wellness center

• Architectural design inspired by ocean waves, created by Aedas

Construction began in 2023 with delivery expected in Q2 2026. Pre-launch sales have already drawn strong investor attention, thanks to the brand's reputation and the property’s prime location.

SLS Dubai Hotel & Residences (Business Bay / Downtown Dubai)

This 78-storey tower in Business Bay, just minutes from Downtown Dubai, was the brand’s first venture into the UAE. It’s a hybrid tower combining hotel suites, serviced apartments, and branded residences.

What sets it apart isn’t just the scale (over 950 units), but the investor-friendly structure:

• Fully furnished units with designer interiors and European kitchens

• A fractional ownership program with a 7% guaranteed ROI for 10 years

• Stunning rooftop infinity pool with Burj Khalifa views

It opened in 2020 and has become one of the tallest hotels in Dubai, winning recognition for its distinctive architecture and vibrant social spaces.

Upcoming and Future Projects

While no official announcements have been made about additional SLS-branded residences in Dubai, Ennismore has revealed expansion plans across the GCC, including:

• SO/ Uptown Dubai

• Mondrian Abu Dhabi

• SLS Red Sea (Saudi Arabia)

This suggests a broader regional strategy is in play — one that blends hospitality brands with long-term residential development.

The Flagship Developments of SLS in Dubai

Two properties currently define the SLS presence in Dubai, each representing a different approach to branded living — one rooted in hotel-style energy, the other in residential privacy.

SLS Residences The Palm – Signature Features

This development is built to be a lifestyle destination, not just a place to live. SLS Residences The Palm takes a boutique approach with a focus on privacy, beachfront luxury, and curated design.

Highlights include:

• Only 113 residences across nine floors

• Custom interiors blending neutral tones with theatrical flair

• Private landscaped gardens for select units

• Exclusive membership-style amenities: spa, cinema, kids’ club, clubhouse

• Bespoke services curated through Ennismore and Accor loyalty programs

SLS Dubai Hotel & Residences – Scale & Luxury

This tower delivers a very different experience — one that’s social, vertical, and energetic. Designed for investors, short-term renters, and long-term residents alike, it offers:

• Total units: 371 residential, 321 hotel apartments, 254 hotel rooms

• Gourmet restaurants and nightlife within the building

• Wellness center, rooftop pool, and in-house spa

• Fractional ownership starting at AED 750,000 with ROI guarantee

Other SLS-Branded Residences Around the World

Globally, SLS has launched branded residences in:

• Cancun, Mexico

• Puerto Madero, Buenos Aires

• Brickell, Miami

• Bahamas and Beverly Hills

These projects collectively position the brand as one of the fastest-growing players in the global branded residences segment.

Awards and Industry Recognition

SLS Developer, through its affiliation with Ennismore and its architect partners, has received global recognition for its style, innovation, and residential concepts.

Architectural & Design Accolades

Before launching in Dubai, SLS properties had already won multiple awards in the U.S. and South America. The Dubai projects, particularly SLS Residences The Palm, are expected to follow suit as they feature:

• Aedas-designed wave-inspired façade

• Interior design curated by award-winning global firms

• Minimalist, organic materials paired with bold SLS identity

Hospitality & Brand Awards

SLS has received recognition in categories like:

• Best Global Lifestyle Hospitality Brand (Ennismore)

• Excellence in Culinary Branding (SLS Miami, SLS Cancun)

• Best Rooftop Experience (SLS Dubai Hotel)

Green Building Initiatives & “Greenest Index”

Sustainability is no longer optional in Dubai’s real estate scene — and SLS is adapting by embedding green thinking into both construction and operations.

Environmental Certifications & Sustainable Materials

SLS buildings incorporate a number of sustainability features including:

• Use of energy-efficient HVAC systems

• Smart home integration for temperature and lighting control

• Eco-friendly construction materials with lower carbon impact

Some properties are expected to achieve green certifications, including LEED standards, although official listings for Dubai projects are pending.

Landscaping, Energy Efficiency, Waste Management

Green living goes beyond building materials. SLS incorporates:

• Native landscaping to reduce irrigation needs

• Greywater recycling systems (where applicable)

• Motion-sensor lighting and solar-ready designs

Here’s a snapshot of green features in SLS Residences The Palm:

Investment Performance & ROI

SLS properties in Dubai are engineered not just for lifestyle but also for investment — and early performance data supports this.

Rental Yields in Primary Locations

Properties in Business Bay and Palm Jumeirah have both shown competitive yields. Here's a comparison:

Capital Appreciation Since Launch

While exact resale figures are limited due to project timelines, off-plan appreciation for SLS Residences The Palm has already seen:

• Early resale listings with 10% to 15% price premiums

• Premiums over non-branded beachfront properties in the area

Buyback & Guaranteed ROI Programs

One of the strongest selling points of SLS Dubai Hotel & Residences is its guaranteed 7% ROI for 10 years, backed by developer contracts. Investors also benefit from:

• 100% buyback after 10 years

• Flexible fractional resale markets

Achievements & Milestones

SLS Developer’s footprint may be relatively new in Dubai, but the pace and performance have already drawn attention.

Sales Performance and Market Reception

SLS Residences The Palm reportedly reached 50% of its sales targets within weeks of its initial launch phase — a strong sign of brand trust and high demand.

In Business Bay, the hybrid tower is close to full occupancy, with hospitality units performing especially well during peak tourist seasons.

Construction & Delivery Timelines

• SLS Dubai Hotel & Residences: Completed and operational since 2020

• SLS Residences The Palm: Under construction, targeting Q2 2026 handover, with early stages already ahead of schedule

Future Outlook & Strategic Growth

SLS Developer is not stopping with its current projects. With Ennismore’s backing and the UAE’s continued appetite for branded homes, the road ahead looks promising.

Pipeline Projects & Expansion Plans

While no new SLS-branded projects have been officially announced in Dubai, Ennismore’s growing GCC presence suggests we’ll likely see:

• Additional SLS developments in Uptown Dubai and Jumeirah Islands

• Entry into Abu Dhabi and the Saudi Arabian coast

• Integration of wellness-driven architecture and digital concierge services

Market Positioning in Dubai’s Real Estate Landscape

SLS Developer’s model is distinct:

• Offers experience-first living (unlike pure investors-only towers)

• Combines hospitality roots with full-service residential management

• Targets HNWIs and lifestyle-driven investors looking for brand equity, not just square footage

With a growing number of global buyers seeking safe, managed luxury investments, SLS is well-positioned to expand as both a premium brand and a reliable asset class.

Conclusion

•   SLS Developer is redefining luxury living in Dubai through its unique fusion of hospitality, architecture, and branded real estate.

•   The brand’s partnership with Ennismore has elevated its credibility, attracting both high-net-worth investors and lifestyle-driven homeowners.

•   Projects like SLS Residences The Palm and SLS Dubai Hotel & Residences offer two distinct experiences — boutique beachfront living and dynamic urban luxury.

•   With strong rental yields, guaranteed ROI options, and a globally recognized brand, SLS properties present attractive investment opportunities.

•   SLS’s commitment to sustainable design and green construction places it ahead in Dubai’s eco-conscious real estate evolution.

•   Early sales data and construction progress show a solid track record of delivery and demand across SLS’s Dubai portfolio.

•   Looking ahead, SLS Developer is well-positioned to expand its footprint, with more branded residences expected across the GCC.

•   For investors and end-users alike, SLS offers more than property — it delivers a lifestyle backed by global hospitality standards.