Two-time world heavyweight champion Anthony Joshua is backing the London launch of SOCIO by The Lux Collective, the branded residences at Yenaier, Adanté Realty’s mixed-use development in Sultan Haitham City, Muscat.
The launch takes place this week at Reimagine Your Future: Live Oman at Future Stores, Oxford Street, where the new residences will be revealed to invited guests, investors and prospective buyers.
Two-time world heavyweight champion and investor Anthony Joshua, recently visited Yenaier, and said:
“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.”
SOCIO is a new hotel brand from The Lux Collective, which will operate the SOCIO hotel at Yenaier alongside the development’s branded residences. Owners will have access to hotel amenities and services, including concierge, alongside apartments designed around the brand.
Yenaier is being developed as a mixed-use precinct within Sultan Haitham City, bringing different parts of daily life together in one destination, including residential, commercial, retail and hospitality spaces. The development includes residential communities, the Adanté Business Tower, retail and community spaces, the SOCIO hotel and the residences.
Oman is attracting growing international interest as a place to live, own and invest, combining dramatic natural landscapes with a developing residential market and investment in new communities and infrastructure under Oman Vision 2040. For Adanté, this provides an opportunity to create developments that offer a contemporary approach to living while remaining closely connected to the character of the country.
The development forms part of the wider growth of Sultan Haitham City, one of Oman’s major new urban developments. The city is being planned around new homes, workplaces, public spaces and infrastructure, creating a new urban destination within Muscat.
With more than 40 years of experience in construction and development, Adanté Realty has contributed to Oman’s built environment and continues to develop residential and mixed-use projects across the country.
Dr. Aadil Thomas Alexander, CEO of Adanté Realty, said:
“Bringing Yenaier to London is an opportunity for us to have a direct conversation with an international audience about what we are building in Oman. Yenaier is rooted in its surroundings, drawing on the landscape and character of the Sultanate while offering a contemporary approach to residential living. We look forward to meeting people in London, sharing more about the development and giving them a better understanding of the opportunities emerging across Oman.”
Reimagine Your Future: Live Oman runs from 21 September to 4 October 2026 at Future Stores, 95 Oxford Street, London. The 24 September launch event will bring together representatives from the Ministry of Housing and Urban Planning, Adanté Realty, The Lux Collective, DLA Piper, OMINVEST and other partners, alongside invited investors, business leaders and prospective buyers.
Guests will be able to learn more about Yenaier and SOCIO through presentations and an immersive VR experience showcasing the new branded residences. An Oman-inspired editorial photo experience, featuring traditional Omani dress, will also form part of the event.
