June 3, 2025

The Lux Collective | The first “SOCIO Hotel and Residences By The Lux Collective” in Oman

The first “SOCIO Hotel and Residences By The Lux Collective” in the new city of Sultan Haitham in Oman .

Photo (left to right) : Dr. Aadil Alexander, CEO of Adanté Realty; Dr. Thomas Alexander, Executive Director of Adrak Group; HE Qais Al Yousf, Minister of Commerce; HE Khalfan bin Saeed Al-Shueili, Minister of Housing; Oliviero Cassini, Director of Development – EMEA at The Lux Collective; Mr. Riyas Mohamed, CEO of Al Adrak Group.

The award-winning international hospitality group, The Lux Collective, in partnership with Adanté Realty, proudly announces the official launch of SOCIO By The Lux Collective , its first-ever SOCIO By The Lux Collective Hotel and Residences located in the heart of Sultan Haitham Bin Tariq Alsaid City. The signing ceremony took place as part of the Oman Real Estate Expo at the Oman Convention and Exhibition Centre, marking a major milestone for the Sultanate’s real estate sector.

This strategic agreement between Adanté Realty and The Lux Collective provides for the construction of 219 branded residences and 170 hotel rooms spread across plots 97 to 99, within the emblematic and eco-responsible Yenaier Residences project , the cornerstone of the city of Sultan Haitham.

A new standard of living and investing

Located in the heart of Phase 1 of Oman’s first smart city , SOCIO By The Lux Collective introduces a new way of living, at the intersection of luxury, connectivity and environmental consciousness. This unique residential destination combines contemporary design , enriching community experiences and long-term investment potential .

Designed for today’s urban dwellers, the residences will offer high-end hotel service , advanced home automation and thoughtful integration of spaces between them, whether commercial spaces, wellness areas or green spaces , promoting a balanced and inspiring urban life.

SOCIO By The Lux Collective embodies a bold vision of contemporary living : a place where design embraces meaning , where community is valued , and where global citizens find a sense of belonging. Infused with the warmth and hospitality of Omani culture, this project unites tradition, innovation, and sustainability to welcome a new generation of travelers and investors who care about their impact on the environment.

Dr. Aadil Alexander , CEO of Adanté Realty, said:

“With the official signing now complete, we are proud to launch SOCIO By The Lux Collective —a bold shift in the evolution of Oman’s residential landscape. This partnership embodies our shared vision: to deliver exceptional living environments that are meaningful, sustainable, and rooted in world-class design.”

SOCIO By The Lux Collective will not only redefine the standards of residences in the region; it will establish itself as a true catalyst for future-oriented communities, in the heart of Sultan Haitham City. This large-scale project is set to shine beyond borders, generating lasting value for its residents and for the entire country.

Mr. Olivier Chavy , CEO of The Lux Collective, added:

“We are deeply honored to initiate this strategic partnership with Adanté Realty, guided by a shared vision of tomorrow’s homes, combining creativity, innovation and responsibility. As part of our group’s global expansion and our growing commitment to the Middle East region, we are proud to announce the launch of our newest urban and lifestyle brand: SOCIO By The Lux Collective , in the heart of Oman.

This moment marks a significant milestone in The Lux Collective’s journey, resonating with our commitment to local cultural identities. Following the recent opening of LUX* Marijani in Zanzibar—once part of the Sultanate of Oman—this new development in Muscat symbolizes the natural continuity of our history and our presence in destinations rich in heritage and potential.

SOCIO By The Lux Collective embodies a bold vision of contemporary urban living—a place where modernity intertwines with community authenticity, deeply rooted in Omani heritage and driven by global sophistication.

Located on plots 97, 98 and 99, in the heart of Sultan Haitham City , Oman’s first smart and sustainable city, the project will comprise a total of 389 units : 170 hotel rooms , 123 luxury serviced apartments and 96 luxury non-serviced apartments . These residences form a central pillar of the Yenaier Residences master plan , which will total more than 780 residential units .

Designed to redefine the standards of urban luxury, SOCIO will offer a harmonious combination of world-class hotel services , elegant interiors , spaces dedicated to well-being and environments integrated with nature and community life . Every detail has been designed to foster a balanced, connected and resolutely forward-looking lifestyle.

This landmark launch demonstrates Adanté Realty ’s commitment to achieving Oman’s Vision 2040 by contributing to sustainable, luxurious and inclusive urban development . With Yenaier positioned at the heart of Sultan Haitham City, and now partnering with a renowned international hospitality group, The Lux Collective , a new residential era is officially dawning—one shaped by innovation, purpose and excellence.

About The Lux Collective

The Lux Collective is a Mauritian group of luxury hotels operating globally, which manages the LUX* , SALT , TAMASSA , SOCIO and Café LUX* brands.

At the heart of its purpose, TLC makes every moment count and cares about what matters. People are at the heart of TLC’s culture, which remains true to its values of passion, responsibility, and innovation in everything it does. By providing comfort through thoughtful and exquisite designs, TLC creates experiences that make every moment count for all guests. The company is committed to acting responsibly and respectfully for future generations.

Through its Tread Lightly sustainability project, The Lux Collective promises an eco-friendly stay across all of its hotels. Its partnership with Altruistiq, a group of CO2 experts, focuses on environmental footprint and ensures that emission sources are tracked using the highest international science-based standard.

Expanding its global presence, TLC currently manages 18 resorts and hotels in Mauritius, the Maldives, Reunion Island, China, and Tanzania. Another 14 hotels are under development in Asia and the Middle East.

An affiliate member of IBL, a major economic player in the Indian Ocean and leader of the “Top 100” Mauritian listed companies, IBL is active in key sectors of the Mauritian economy, with a global portfolio of approximately 300 subsidiaries and associated companies.

About LUX*

Because every moment matters, LUX* helps people celebrate life by consistently delivering on the promise of a different kind of luxury: hospitality that is Lighter. Brighter. In a world where it can be difficult to achieve a deeper sense of connection, even on vacation, LUX* empowers guests to escape the ordinary. By imagining exceptional experiences in diverse locations—be it on the beach, in the city, or in nature—LUX* transforms the ordinary into extraordinary moments through quality service, contemporary spaces, and experiences designed to unwind and relax, to create an extraordinary life.

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