Business Bay · SRG Holding Ltd
Photos and renders of the building and grounds — not of this particular unit.
29-storey hotel residence in Business Bay, completed in 2023. Developer — SRG Holding Ltd. Architect — ERGA Progress Engineering Consultants.
Upside is a 29-storey hotel residence in Business Bay, completed in 2023.
The developer is SRG Holding Ltd. The architecture is by ERGA Progress Engineering Consultants.
The database currently holds 1 lot in this project, from 1 800 000 AED.
SRG's furnished apartments in Business Bay: launch pricing in the brochure from AED 960,888 (~$260K), with a payment plan that continues after handover.
UPSIDE is a building in Business Bay by SRG Holding. Per the developer's brochure, apartments are delivered fully furnished, the starting price is listed as AED 960,888 with an asterisk, and a payment plan with instalments after handover is on offer.
The brochure positions this not as "an apartment to live in" but as serviced housing with shared spaces: co-working, lounges, common areas for residents. The furnishing here isn't a bonus — it's part of the product, built for monthly and short-term letting.
The document contains two distance lists, and they don't agree with each other. The first: Dubai Mall — 5 minutes, the metro — 7, DIFC — 8, Burj Khalifa — 8. The second, on a neighbouring page: Dubai Mall — 10 minutes, Burj Khalifa — 10, DIFC — 15, World Trade Centre — 15, DXB airport — 11, Museum of the Future — 12, Meydan — 15, Ras Al Khor — 9, Mall of the Emirates — 25, Burj Al Arab — 30, Alserkal Avenue — 20.
This isn't nitpicking: the difference between "8 minutes to DIFC" and "15 minutes to DIFC" is double. Go by the larger figure, or better, check the route yourself at rush hour.
Upside is a 29-storey building in central Business Bay. In summer 2023 studios started from USD 277,000. Kitchens are fitted with SMEG appliances and bathrooms with Italian tiles.
The co-living interiors were designed by Rania Hamed, named by AD Middle East among the UAE's notable designers, whose work blends the traditional and the contemporary with Japanese influences.
Starting price, furnishing, the post-handover payment plan, and both distance lists — the developer's project brochure. Height, launch price and specification — round-up of homes under USD 300,000, August 2023; interior designer — AD Middle East list of UAE designers, March 2024.
In 2025 the Dubai Land Department registered 107 sales in Upside, at a median price of AED 1 486 317 (AED 2 925 per sq ft). Another 39 have been registered since the start of 2026.
| Year | Sales | Median price | AED/sqft | Total value |
|---|---|---|---|---|
| 2025 | 107 | AED 1 486 317 | 2 925 | AED 152m |
| 2026, to 10 November | 39 | AED 1 642 888 | 3 185 | AED 50.1m |
Registered sales of all property types; 2026 is a partial year. Medians, not averages; with fewer than 5 sales no price is quoted. Off-plan share of sales over the last 12 months: 0%.
| Type | Annual rent | Contracts | Gross yield |
|---|---|---|---|
| Studios | AED 65 000 | 4 208 | 6.4% |
| 1-bedroom | AED 85 000 | 6 959 | 5.9% |
| 2-bedroom | AED 129 000 | 3 121 | 5.7% |
| 3-bedroom | AED 189 999 | 743 | 5.7% |
| 4-bedroom | AED 300 000 | 84 | 5.6% |
Median Ejari contract (November 2025 — October 2026) across the whole community rather than this building: rents are not published building by building. Gross yield — before service charges, vacancy and fees.
Between November 2024 and July 2026 the median price per sq ft moved from AED 3 223 to AED 3 190 (−1%).
Monthly median of registered sales, ready and off-plan together; months with fewer than five sales are left out.
| Date | Unit | Status | Size, sq ft | Price | AED/sqft |
|---|---|---|---|---|---|
| 09/10/2026 | Apartment, studio | ready | 471 | AED 1 250 000 | 2 656 |
| 01/09/2026 | Apartment, studio | ready | 378 | AED 1 150 000 | 3 042 |
| 27/07/2026 | Apartment, studio | ready | 507 | AED 27 689 | 55 |
| 24/07/2026 | Apartment, studio | ready | 472 | AED 14 089 | 30 |
| 24/07/2026 | Apartment, studio | ready | 507 | AED 4 729 | 9 |
| 24/07/2026 | Apartment, studio | ready | 472 | AED 26 128 | 55 |
| 23/07/2026 | Apartment, studio | ready | 474 | AED 1 712 888 | 3 617 |
| 23/07/2026 | Apartment, studio | ready | 578 | AED 1 846 888 | 3 196 |
| 23/07/2026 | Apartment, studio | ready | 564 | AED 1 642 888 | 2 914 |
| 23/07/2026 | Apartment, studio | ready | 474 | AED 1 507 888 | 3 185 |
| 22/07/2026 | Apartment, studio | ready | 474 | AED 1 712 888 | 3 617 |
| 22/07/2026 | Apartment, studio | ready | 512 | AED 1 486 888 | 2 901 |
Buyer, seller and unit number are not part of the Land Department open data.
Source: Dubai Data (calculated from Dubai Land Department open data), data to 10 November 2026.
Our own photographs of the finished development: the gym, the pools, the terraces, the playground, a kitchen and the views from the balconies. The renders above are what the developer drew — comparing the promise with the result beats looking at either one alone.
Photos and renders of the building and grounds — not of this particular unit.
SRG Holding Ltd. The architecture is by ERGA Progress Engineering Consultants.
29.
Yes, the building was handed over in 2023. This is ready housing: you can move in or let it out right after the deal.
Business Bay. The canal district next to Downtown: conceived as offices, built mostly as apartments, now one of the most tenanted parts of the city.
The database currently holds 1 lot in this project, from 1 800 000 AED. Prices move every day, so it is worth asking for the current list for this building.
What has been written about the building, its developer and Business Bay
ValuStrat's Dubai index for September 2026 stood at 218.6, down 0.1% on the month and 4.5% on the year. 80% of villa and 77% of apartment communities saw no change. Off-plan took 70.3% of sales, led by Majan and JVC.
Berkeley Tower is Ellington Properties' AED 2.8 billion office tower in Business Bay: 60 floors above ground, 109 offices, an indicative AED 4,300–4,800 per sq ft, a 70/30 payment plan and handover in Q3 2030.
A shell and core office comes without floors, ceilings or partitions. It is cheaper than a fitted unit, but in our Business Bay model a 1,550 sq ft office needed AED 620,000 of fit-out, about AED 400 per sq ft, and 4–6 months without a tenant.
Dubai’s tallest completed residential tower is Princess Tower: 414 metres, 101 floors, 2013. Seven of the top ten stand in Dubai Marina. Taller ones are rising: Burj Binghatti Jacob & Co at 557 m, Tiger Sky Tower at 532 m, Six Senses Marina at 517 m.
Selling before handover returns 25% on capital if prices rise 10% and you have paid 40%. Renting pays 5.5–6.5% net every year. Flipping a villa: buy at AED 12.5m, spend 3m, sell from 19m. Three Dubai strategies compared on cash, time and risk.
Five mistakes Dubai property investors repeat: trusting the 8% listing yield when the net is 6.7%, comparing prices instead of payment plans, buying the district not the building, entering with no exit plan, and believing a guaranteed 7%.
Business Bay recorded 14 prime transactions in August 2026 against Palm Jumeirah's 10 — while Dubai-wide transaction volume fell 37% year-on-year and value fell 44%. Rental search demand rose 44% over the same period. What these seemingly contradictory numbers actually mean.
Corinthia Dubai, twin towers above 500 m on Sheikh Zayed Road with a rooftop pool and a Corinthia hotel, is due by 2030. Al Habtoor Group has announced an AED 5bn ($1.36bn) office tower in Al Habtoor City. What the two projects say about the market and who should care.
Omniyat bought a reclaimed island in Marasi Bay to build the Burj Khalifa district's only urban beach club and Sunset Park, a private floating island for VELA Viento residents. In March 2026 it priced a $600m sukuk at 7.25% and said its $11.7bn launched portfolio is fully funded to completion.
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