Sobha Realty announces the Sobha Privy Collection and launches ‘The S'

ME Construction

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Property Sobha Realty announces the Sobha Privy Collection and launches 'The S'
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The new tower is envisioned as an equilateral triangle sculpted at the apex of the district's canal arc
Sobha Realty has unveiled its Sobha Privy Collection brand, which is said to encompass a new era of ultra-luxury living that embodies the design philosophy – The Art of Sublime. Sobha Privy Collection is characterised by seven fundamental principles – expansive living spaces, iconic addresses, unparalleled finesse, exceptional service, exclusive amenities, extraordinary privacy, and a distinct quality that elevates each home above the rest, said a statement.
Marking the launch of the new brand, the developer has unveiled a new ultra-luxury development, 'The S' at Sobha Hartland II. According to the firm, this architectural landmark, the final and tallest reveal within the masterplan, is inspired by the 'The S' on Sheikh Zayed Road. The new tower is envisioned as an equilateral triangle sculpted at the apex of the district's canal arc, providing breathtaking 270-degree panoramic views across Downtown Dubai, the central lagoon, and beyond, the firm said in a statement.
Ravi Menon, Chairman of Sobha Group said, 'Sobha Privy Collection reflects our pursuit of purity in design and perfection in detail. With 'The S' at Sobha Hartland II, we are presenting residences that speak the language of grandeur, stillness, elegance, and enduring value for those who resonate with the extraordinary.'
Loai Al Fakir, CEO of Provident Real Estate added, ''The S' wasn't just another development; it was a project that demanded attention. From the design to the delivery, Sobha Realty brought something truly refined to the table, and we knew right away it was worth backing. Being part of its success wasn't just exciting; it reaffirmed why we do what we do.'
Extending beyond a single address, Sobha Privy Collection comprises a selection of residences across the developer's projects, including the mansions and villas at Sobha Hartland II Estates, duplexes and Penthouses at SeaHaven, The S – Sheikh Zayed Road, and now, 'The S' at Sobha Hartland II. Each home is shaped with layouts, locations, personalised details, and a quiet focus on privacy, coming together to reflect the care and craft that define the Sobha way, the developer explained.
Huimin Wang, Managing Director of Fastway Real Estate commented, 'When Sobha Realty introduced The S on Sheikh Zayed Road, it represented a bold vision of luxury; brought to life with unmatched precision and craftsmanship. Now, as it reaches completion, it stands as a testament to that promise and to everyone who believed in it from the very beginning.'
Residences begin from the eighth floor upward, preserving uninterrupted vistas and heightened privacy. The S is a 71-storey tower with just two expansive, villa-scale residences per floor. The design features a floor-to-floor height of four metres with a clear unobstructed glazing expanse, intuitive spatial separation, panoramic master suites, private terraces, and spa-inspired bathrooms bathed in natural light, the statement outlined.
At The S, residents experience luxury from the moment they arrive, with a stunning triple-height grand lobby, and concierge and valet services. Every element is shaped by Sobha's hallmark: an obsessive attention to detail refined over decades of craftsmanship. Designed for the global connoisseur, Sobha Privy Collection presents homes as rare and considered, as the lives they are meant to reflect, it added.
The S, the final chapter in the Sobha Hartland II story, pays homage to Sobha's legacy while forging a new path. Offering experience of space, tranquility, and refined living. With future additions planned across waterfronts, islands, and skyline-defining destinations, Sobha Privy Collection continues to redefine the modern concept of prestige, rooted in timeless principles of clarity, craftsmanship, and The Art of Sublime, it concluded.