Omani developer Adanté Realty has launched SOCIO By The Lux Collective, the branded residences that form the final phase of Yenaier, its mixed-use development in Sultan Haitham City, Muscat at the Urban October 2026 Conference and Exhibition.
At the showcase was Yenaier, Adanté’s mixed-use development in Sultan Haitham City. It forms part of Adanté’s wider approach to creating a connected destination at Yenaier, bringing together residential, business, education, hospitality and community elements. It also features the introduction of SOCIO By The Lux Collective, the branded residential concept being developed at Yenaier, alongside Adanté’s network of partners.
SOCIO is a new hotel brand under The Lux Collective global hospitality group, which will operate SOCIO By The Lux Collective hotel and branded residences at Yenaier development.SOCIO is a bold, social and inclusive urban hotel curated for those who live with intention, curiosity and pace. Inspired by the word ‘social’ where people convene, it is where purposeful professionals, digital nomads and culture-shapers connect. Built for expression, not expectations, SOCIO is more than a modern hotel with a co-work hub. It is a brand with stylish vibes. Owners of SOCIO By The Lux Collective branded residences will have access to hotel amenities and services, including concierge, alongside apartments designed around the brand.
Set in the natural landscape of Oman, Yenaier brings different parts of daily life together in one destination, including residential, commercial, retail and hospitality spaces within a new destination in Muscat. The development features residential communities, the Adanté Business Tower, retail and community spaces, the SOCIO hotel and the residences.
Visitors were given an immersive look at the development through VR technology, presentations and visual content, while members of the Adanté team were available throughout the event to discuss the project and the wider development of Sultan Haitham City.
Two-time world heavyweight champion Anthony Joshua, who is an investor in Yenaier, shared following his recent visit to Oman. “Yenaier is a reflection of the landscape of Oman, from the sand dunes and mountains to the natural curvature of the land. Bringing those elements into the architectural design is what makes the project so special. For me, it’s about capturing every element of Oman and bringing that into the home. It’s going to be perfect.”
Dr Aadil Thomas Alexander, CEO of Adanté Realty, said: “Yenaier is about creating more than a collection of buildings. It is about bringing together the places, services and experiences that make a community work, while staying connected to the landscape and character of Oman. Taking this vision to Urban October 2026 has given us the opportunity to meet potential buyers directly, introduce the development to discerning audience and share what we are building with our partners.”
SOCIO By The Lux Collective is now exclusively available for investment and purchase. During this exciting launch phase, following the keynote launch in London and now in Muscat, the first five buyers will receive an exclusive three-night bed-and-breakfast stay at a participating The Lux Collective resort located in the beautiful locations of Mauritius or the Maldives.
For further enquiries after Urban October 2026, please email sales@adanterealty.com or contact +968-79999-207.
