Dubai’s real estate sector is among the most dynamic and fastest-growing landscapes in the world. With price growth projected at 5-10% in 2025 and added supply across key districts like JVT, JVC, Al Furjan, and Dubai South, developers are adapting – really fast. Object 1, spearheaded by CEO Tatiana Tonu, is steering the company through this recalibration with a meticulously focused strategy built on design, sustainability, and real consumer insight.
“We focus on market resilience through precision, developing projects aligned with specific buyer segments and responding to real-time demand shifts,” Tonu explained, detailing how Object 1 aligns its developments to specific buyer segments, whether it’s investors in JVC or families in JVT. In 2024, this approach delivered a staggering 913% increase in sales value and a 1 059% jump in units sold.
The company continues to shine and work powerfully in 2025, with Q1 results showing a 220% uplift in sales value and a 140% rise in volume.”We are broadening our footprint into Abu Dhabi and actively scouting new land across the UAE. This approach ensures we stay ahead of short-term fluctuations while contributing to the city’s broader urban evolution,” Tatiana further noted.
Central to the success is their emphasis on design-led, family‑friendly communities packed with smart‑living features. Projects like EVERGR1N HOUSE, a biophilic, sustainable development, sold out within a month of launch.
She shared, “In Al Furjan, our development V1STARA HOUSE meets the needs of larger households seeking long-term comfort with a balance of aesthetics and functionality. Every project is an answer to a specific lifestyle need.”
“While the industry often gravitates toward either ultra-luxury or high-volume housing, we aim to establish a new benchmark through premium, high-quality developments that offer lasting value at accessible price points. Our rental support services, including furnishing, leasing assistance, and property management, add post-sale value, especially for overseas buyers. We are among the top developers in Jumeirah Village Triangle, where we ranked in the top three by initial sales volume in Q1 2025. Ultimately, our strategy is about quality over quantity, building assets that perform regardless of market saturation,” she then stated.
“Our mission is to deliver affordability without compromise,” added Tonu. She also explained how she plans on addressing the needs of first-time homebuyers and young professionals.
“First-time buyers and young professionals often face two key challenges: affordability and access to quality. Object 1 addresses both by offering smartly priced properties in well-connected locations, paired with designs that support contemporary lifestyles,” Tatiana elaborated.
Considering investors today prioritize efficiency, clarity, and access to clear information, Object 1 addresses this; with technology playing a major role in its customer journey.
“Homebuyers can access immersive 3D walkthroughs, real-time unit availability, and full transparency around pricing and payment plans. The result is a frictionless digital sales experience that mirrors the innovation embedded in every building.”
Tonu is moving on with a clear vision, and there’s no looking back for her. She believes that over the next 3–5 years, there will be several transformative trends to shape the real estate market: “In the UAE, the smart home market is on a sharp growth trajectory, with revenue expected to reach US$85.9 million in 2025 and a compound annual growth rate of 9.36% through 2029.”
She envisions a future where thoughtfully designed homes equipped with modern tech, green features, and community-centered amenities define long‑term residential value. “We’re building assets that perform, not just for today’s market, but for tomorrow’s generation,” she noted.
