MAG brings a distinctive wellness and biophilic design philosophy to Dubai’s residential market — positioning against the luxury market not through branded hotel names, but through a nature-centred, longevity-focused lifestyle proposition.
Their flagship Keturah Reserve project represents one of Dubai’s most thoughtful and differentiated residential concepts — designed around the idea that homes should actively improve health and wellbeing, not just provide shelter.
Key Projects
Keturah Reserve (MBR City)
MAG’s premium flagship — a biophilic residential community in Mohammed Bin Rashid City. Keturah means “fragrance” in Arabic, and the entire design philosophy centres on sensory wellness: natural materials, living plant walls, water features, and controlled lighting to support circadian rhythms.
What distinguishes it:
- All-natural materials throughout: stone, timber, linen — no synthetic materials in residential units
- Wellness hub with longevity spa, cryo-therapy, IV therapy, and guided meditation programmes
- Floor-to-ceiling windows with views to greenery and water features
- Private chef facility and farm-to-table F&B concept within the community
- Smart home technology integrated throughout
Price: 2BR from AED 3.5M, 3BR from AED 5M, penthouses from AED 12M
Investment case: Wellness positioning targets an emerging buyer demographic — high-earning professionals who prioritise health. Limited comparable product in Dubai creates pricing power. MBR City’s proximity to Downtown Dubai maintains location credentials.
MAG City (MBR City)
MAG’s mid-market offering in MBR City — affordable apartments designed to provide access to the MBR City master community at budget-accessible prices.
Price: Studios from AED 520K, 1BR from AED 780K
Investment case: MBR City adjacency to Downtown drives tenant demand; affordability maximises yield. Gross yield: 7–8%.
MAG 318 (Business Bay)
A delivered tower in Business Bay with contemporary design and canal views.
Price (secondary): Studios from AED 600K, 1BR from AED 950K
Rental yield: 7–8.5% — Business Bay canal-adjacent positioning drives rental demand.
Southgate by MAG (Dubai South)
Townhouse community in Dubai South — the emerging zone around Al Maktoum International Airport.
Price: 3BR townhouses from AED 1.5M
Investment case: Dubai South’s airport expansion thesis + villa-format living at budget price point.
Investment Analysis
| Project | Area | Entry | Yield | Differentiation |
|---|---|---|---|---|
| Keturah Reserve | MBR City | AED 3.5M+ | 5–6.5% | Wellness brand |
| MAG City | MBR City | AED 520K | 7–8% | Affordability |
| MAG 318 | Business Bay | AED 600K | 7–8.5% | Canal location |
| Southgate | Dubai South | AED 1.5M | 6–7.5% | Airport growth |
MAG Project Price Ranges — Entry Points by Development
The Wellness Real Estate Opportunity
Keturah Reserve taps into a global trend: wellness real estate — properties specifically designed to improve occupant health. The Global Wellness Institute estimates the wellness real estate market at $275 billion globally, growing 6% annually.
In Dubai, MAG was among the first to productise this concept at scale. Early positioning in a growing niche often delivers above-average appreciation as the category matures and competition increases.
For investors who want exposure to this wellness premium thesis at MBR City pricing, Keturah Reserve is the primary vehicle in Dubai’s current market. Understanding payment plans explained is essential before committing to any MAG off-plan purchase, as their phased payment structures vary significantly by project.
Contact our advisors for MAG project availability, particularly Keturah Reserve unit selection.