Building Tomorrow

Dubai rises upward and outward at breakneck speed. Towers reach for the sky whilst the desert retreats before advancing concrete and glass. Yet what transforms a city into a home? Sergey Avayan, founder of Holm Development, believes the answer lies not in height but in understanding how people truly wish to live. His company emerged recently, yet behind it stand decades of observation and experience.

Every evening in the nineties, my friends and I would cycle from Al Badaa to Satwa. Back then, these were simply old neighbourhoods with low-rise buildings where ordinary people lived. Al Badaa formed part of Jumeirah 1, whilst Satwa — the area now transformed into Jumeirah Garden City — lay just adjacent. We'd ride for hours, knowing every street, every turn. Who could have imagined that three decades later, our first project would rise here?

When authorities opened Jumeirah Garden City to foreign buyers in 2023, the opportunity was unmistakable. For years, this area had remained exclusive to Gulf nationals and locals. Now we could create contemporary homes in the city's heart, between Sheikh Zayed Road and DIFC, within walking distance of CityWalk.

Holm Development officially launched in 2025, but the groundwork began much earlier. Two decades spent observing the market, analysing other developers' mistakes, understanding Dubai's genuine needs. Our team of twenty-five brings over fifteen years' combined experience in UAE development. Behind us stand twenty residential towers built for government and semi-government entities.

HOLM DEVELOPMENT

Statistics reveal that eighty per cent of Dubai's developers are companies that relocated here simply to profit. They import standards from elsewhere, missing local nuances. Take Dubai Islands — the name sounds appealing to outsiders. Two words Dubai Islands and people imagine the next Palm Jumeirah. In reality, it's far from the centre, not truly urban, oversaturated with developers competing for space.

Local specificity goes beyond mere words. When rain falls, windows leak in countless new buildings. Developers install outdoor basketball courts, though obviously no one uses them when temperatures exceed forty degrees for half the year. They list sixty amenities to tick boxes in brochures. A padel court positioned on the roof alongside mechanical equipment, inaccessible to residents — this exemplifies the approach some take.

We focus differently. Consider what genuinely enhances life quality. Ice baths, for instance: medical research confirms regular cold-water immersion reduces stress. Since walking Dubai's streets isn't feasible like in Europe, the gym must be properly equipped. We're implementing KNX home automation, fully integrated into the building's structure. This isn't merely Alexa or Apple HomeKit dependent on internet connectivity. The system costs significantly more, but it works regardless of conditions.
Imagine pressing a button in the morning app, and whilst you shower, the coffee machine prepares your drink. Upon leaving the bedroom, coffee awaits. One application controls everything, independent of weather or internet quality.

Our first Jumeirah Garden City project contains 217 flats in one building. Initially, we'd planned 120 larger apartments, then reconsidered the concept. Look at the location: between Sheikh Zayed Road and DIFC, near the business district. Young professionals work here, earning good salaries yet unable to afford properties exceeding one and a half million dirhams. So, we've designed sixty per cent studios and forty per cent one-bedrooms. Studios range from 440 to 510 square feet, spacious enough, priced below one million dirhams.

Dubai's square footage often falls victim to pricing. Developers shrink spaces, creating awkward layouts with lengthy corridors and excessive doors. When we offer 500 square feet of saleable area, every metre works efficiently. Larger flats — two bedrooms upward — feature closed kitchens. Thirty to forty per cent of Dubai's buyers come from Asia. For Asian families with three children, open kitchens pose problems when cooking traditional food with strong aromas.

Architecture deserves special mention. German consultancy Klink Consult designed our buildings as CityWalk's extension: contemporary, with glass, low-rise structures, perforated metal, bronze elements, and louvres. All Jumeirah Garden City buildings remain limited to eight floors, with a large municipal park between them. Miras, who created Blue Waters, develops the masterplan.

Our third project combines four plots into one, creating authentic community living. Four hundred flats, but vast grounds for amenities instead of four separate structures. We're planning branded residences with a five-star hotel partner. Not Bugatti residences or similar — such projects offer prestigious names but what tangible benefits? Hotel partnership means genuine service: room service, food delivery to your flat, entirely different security and maintenance standards.

No ground-floor commercial spaces. Consider Aykon House — they positioned a high-end restaurant on the top floor, avoiding disturbance to residents. Everything else belongs to inhabitants. When selling commercial space, you lose control over tenants. Imagine a budget café selling shawarma below, with Talabat and Deliveroo riders constantly blocking access. Children deserve better environments. Inside our buildings, lounge areas and co-working spaces allow working and socialising without leaving home.

Building management proves critical. Dubai law permits residents to choose management companies through tender. Land Department's website lists barely ten certified facility management companies. Many new developers establish their own management firms without experience, maximising profits. People don't complain because they're unaware of their rights or not all units have sold.

With handover scheduled for October 2027, we have twenty months to select a management company. We'll tender amongst firms servicing Emaar, Nakheel, Miras — companies with established reputations. We apply the same approach to contractors. Yes, creating your own construction company increases profits when you have three or four pipeline projects. But do you specialise? Do you employ the right people? Better to choose established names and guarantee quality.
Sales proceed through our internal team and broker network. We don't grant exclusive rights to single agencies because it limits opportunities. Working with everyone creates competition. Brokers showing superior results receive additional percentages and bonuses. Having brokers of various nationalities matters — an Indian buyer trusts a broker from their culture more readily than an Armenian like myself.

Regarding Vastu, in a previous project — a luxury villa — we followed every rule: main entrance, bedroom positioning, countless details. Enormous expense. Then a South Indian buyer arrived declaring non-compliance with Vastu. Apparently, different levels and interpretations exist. We decided against putting all eggs in one basket targeting only that segment.

Looking at other locations too. Meydan and Business Bay show great promise, connected to the city centre. We're actively studying these areas. Abu Dhabi appeals — cleaner, safer, tremendous potential for families. But it's a long game. Forty per cent of Abu Dhabi's population are locals who already own property. The audience automatically shrinks. Ras Al Khaimah seems overheated; prices almost match Dubai's prime areas, which makes little sense.

Our philosophy remains simple: build for tomorrow, not today. Buildings stand fifty to seventy years. Decades hence, people should acknowledge this developer created something valuable, not merely profited and disappeared. We're creating affordable premium-quality housing. Not ultra-luxury at astronomical prices, but fully equipped flats at market rates, neither overpriced nor suspiciously cheap.

Post-COVID, global capital flooded Dubai as a safe haven. Government used these investments expanding the city everywhere — into desert, along coastlines. But why not invest centrally, in areas where people genuinely want to live? When Jumeirah Garden City opened to foreigners, the chance emerged to build where I'd cycled thirty years ago. The circle closed.

The distinction between us and most foreign developers lies in understanding what Dubai residents need. Not week-long tourists, but those working here, raising children, building futures. Schools, parks, accessibility matter most. Jumeirah Garden City offers everything: universities, schools within walking distance, CityWalk nearby. This isn't merely an attractive name somewhere in the desert. It's a genuine city within the city.

Each morning, driving along Sheikh Zayed Road, the changing skyline appears. New towers sprout like mushrooms after rain. But quantity doesn't equal quality. Recently visited a friend's new flat in a fashionable complex. Beautiful views, trendy district, but opening a kitchen cabinet, the door nearly detached. "That's normal," he said, "throughout the building." Normal? Seriously?
The problem runs deeper than poor fittings. Many developers arrive with a build-sell-forget mentality. They're unconcerned about residents two years later. They'll already be constructing the next project in some new "promising" area with an attractive name. Dubai Hills, Dubai South, Dubai this, Dubai that — add Dubai to any English word and you've named a new district.

At Holm, we think differently. Every decision considers the person living there ten years hence. Take windows. Know why they leak during rain? Developers economise on sealing, use cheap materials unsuited to local climate. We work exclusively with suppliers understanding Dubai's specifics: dramatic temperature swings, sandstorms, rare but heavy rainfall.
Or layouts. Moscow consultants cannot simply copy floor plans applying them here. All mechanical and electrical systems function differently, regulations differ, climate differs. Local expertise matters. Our team built twenty towers specifically in the UAE. They know every detail, from positioning air conditioning to avoid draughts to optimal balcony sizes people actually use.
Amenities deserve separate discussion. It's fashionable writing "60+ resident facilities!" in brochures. Visit and discover half exist only on paper. Library? Three shelves in the lobby. Cinema? Television in the common area. Children's playground? Two swings on the roof beside air conditioning compressors.

We do less but better. Rooftop infinity pool with proper relaxation zones and city views. Fully equipped gym with modern equipment, not decade-old treadmills. Ice baths not because they're trendy, but because Dubai's climate makes post-workout recovery genuinely beneficial. Co-working spaces with fast internet and comfortable furniture, eliminating office rental needs.
Technology stands as particular pride. KNX home automation costs multiple times standard solutions but proves worthwhile. This isn't mere "smart home" box-ticking. The system controls lighting, climate, security, even appliances. Everything operates through one application working locally, independent of external servers. Rain, internet outages, any problems — your home continues functioning.

Morning coffee exemplifies the detail. Wake, press the app button, shower whilst coffee brews. Exit and your drink awaits. Return home evenings to pre-cooled comfortable temperatures, automatic lighting. Holiday departures trigger economy mode whilst maintaining security monitoring.

Security remains critical. All projects feature gated communities with professional guards. Not merely barriers and drowsy watchmen, but comprehensive access control systems. Cameras, intercoms, perimeter monitoring. Parents relax knowing children play safely in courtyards.

Speaking of children, each project incorporates dedicated spaces. Not token sandpits, but genuine play areas with modern, safe equipment. The third project, combining four plots, will feature an entire children's complex. Dubai attracts young families but children shouldn't grow up confined indoors.

Financial aspects matter too. We offer flexible payment plans, understanding not everyone can pay upfront. Young DIFC professionals earning good salaries can afford 900,000-dirham studios through instalments. Instead of renting, they're investing in property. Five years later, with career progression, they might upgrade whilst renting out the studio.

Investors find opportunities too. Jumeirah Garden City represents a developing area with tremendous growth potential. Current prices remain reasonable, but infrastructure development ensures increases. CityWalk nearby, Dubai Mall fifteen minutes away, beaches ten minutes. New metro lines will enhance appeal further.

But life quality matters most. You could purchase in Dubai South for half price but calculate commute time. One hour each way? Two hours daily, ten weekly, five hundred annually. That exceeds twenty days yearly in your car! Central living isn't luxury; it's sensible investment in time and wellbeing.

Competition proves fierce, admittedly. Monthly, new developers emerge with grand promises. But we're not chasing quantity. Three Jumeirah Garden City projects represent conscious choice. Better building less whilst ensuring residents thank rather than curse their purchase decision ten years later.

Our team provides the primary advantage. These aren't random recruits from advertisements. Each member worked in Dubai development minimum ten years. Architects understanding local specifics. Engineers knowing every nuance of regulations. Sales managers with established client databases. When professionals collaborate, results show in every detail.

The local market proves distinctive. Representatives of two hundred nationalities live here, each with comfort preferences. Americans want large kitchens and walk-in closets. Europeans value energy efficiency and soundproofing. Asians prefer closed kitchens and helper's rooms. We accommodate maximum needs without creating compromises satisfying nobody.

After-sales service distinguishes good developers from mediocre ones. Insufficient merely handing over keys then vanishing. We remain with clients: assisting utility connections, advising on maintenance, solving emerging issues. Reputation builds over years, but one dissatisfied social media client destroys it.

Dubai's future appears optimistic. Growth continues but becomes more conscious. Instead of uncontrolled desert development, focus shifts toward existing neighbourhood life quality. Jumeirah Garden City exemplifies this approach. Low-rise construction, abundant greenery, pedestrian zones. This represents new urban environment standards.

Future plans remain ambitious yet realistic. After completing three Jumeirah Garden City projects, we'll examine Meydan and Business Bay. Perhaps attempting something in Abu Dhabi with different market dynamics but enormous potential. The key remains focus, making each project exemplary.

Sometimes people ask why pursue development in Dubai with such fierce competition? The answer's simple: this city raised me. It's home. My children should live in buildings worthy of pride. Passing our structures twenty years hence, they'll say: "My father built this." Not for money or glory but for the future.

Dubai's property market undergoes transformation. From quantity to quality, investment to residence, speculation to long-term planning. Holm Development forms part of this transformation. We're not reinventing wheels, simply doing what every responsible developer should: building homes where we'd live ourselves.

Evenings, returning home, observing the city from my balcony. Skyscraper lights, Sheikh Zayed Road's hum, Burj Khalifa visible in the distance. Thirty years ago, desert stretched here. Today stands one of the world's most dynamic cities. Tomorrow, millions will seek homes here. Holm Development will help them find genuine homes, with pride in that contribution.