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PRESS RELEASE KETURAH Reserve Redefines Luxury Living with 200M+ AED Investment in Health-First Architecture Dubai, UAE — MAG Group, through its flagship wellness brand KETURAH, announces a groundbreaking commitment to health-centric residential design at KETURAH Reserve, investing over 200 million AED in proprietary construction methodologies and advanced material sciences to eliminate humidity-driven health threats. The Discovery That Changed Everything The genesis of this innovation emerged from a personal observation by Talal Moafaq Al Gaddah, Senior Executive Vice Chairman of MAG Group. "My journey into Bio-Living began not in a boardroom, but from a personal, alarming observation. I saw how Dubai's humidity was creating an invisible enemy within the walls of even the most luxurious homes: fungus. This wasn't a cosmetic issue; it was a silent threat to respiratory health. I realized that true luxury is meaningless if the very air you breathe is compromised. This led to a global research initiative, not just to find a better material, but to redefine the standard of construction itself. We moved beyond conventional methods, investing in the science of materials to find a solution that would actively protect our residents. KETURAH Reserve is the culmination of that pursuit—a home engineered for biological well-being, where the structure itself is a guardian of health." A Proprietary System for Health Protection This discovery catalyzed a fundamental overhaul of construction methodology at KETURAH Reserve. The project now incorporates a proprietary system featuring: Antimicrobial Tiling and Materials: Sourcing and utilizing specific types of stone and tiling with natural antimicrobial and hydrophobic properties that prevent fungal growth at a microscopic level. Breathable Wall Systems: Engineering the wall assembly to allow for natural ventilation and prevent the buildup of humidity within the structure, maintaining optimal indoor air quality. Zero-VOC Standards: Ensuring all paints, sealants, and adhesives are free of volatile organic compounds to maintain the purest possible indoor environment. Strategic Investment in Resident Well-Being The commitment to health-first architecture represents a significant strategic investment of over 200 million AED at KETURAH Reserve. This premium allocation is dedicated exclusively to advanced material sciences and specialized installation techniques. As Al Gaddah emphasizes, "This is not a cost, but an investment in the long-term health and well-being of our residents, which we consider the most valuable return." Tangible Health Benefits The benefits for KETURAH Reserve residents are both quantifiable and profound: Improved Respiratory Health: A measurable reduction in airborne allergens, mold spores, and respiratory irritants, providing particular benefit to children and individuals with sensitivities. Enhanced Sleep Quality: Cleaner air and a healthier environment contribute directly to deeper, more restorative sleep—the foundation of all physical and mental wellness. Peace of Mind: The knowledge that your home is not just a shelter, but an active sanctuary engineered to protect your family's health. This represents the new definition of luxury—a home that takes care of you. Positioning in the Global Wellness Real Estate Market This innovation positions KETURAH Reserve within a rapidly expanding global market. The wellness real estate sector has grown from $225 billion in 2019 to $548 billion in 2024, with projected growth to $1.1 trillion by 2029. The MENA region leads this expansion with an annual growth rate of 22.6%, reflecting strong demand for health-centric living environments among high-net-worth individuals. About KETURAH Reserve KETURAH Reserve is a 5.7 billion AED super-luxury residential development in Meydan, Dubai, comprising 93 townhouses, 90 villas, and 533 apartments. The project is designed around the principles of wellness, nature integration, and scientific health optimization. It represents the flagship application of MAG Group's proprietary Wellness Real Estate™ system. About MAG Group MAG Group is a leading luxury developer in the MENA region, pioneering the concept of Bio-Living through its KETURAH brand. The company's portfolio includes KETURAH Creek (11.5 billion AED), The Ritz-Carlton Residences, Dubai, Creekside, and multiple international expansion projects. Media Contact MAG Group Communications Email: [[contact redacted]] Phone: [+971 XX XXX XXXX] For high-resolution images and additional project information, visit [www.keturahreserve.com] ### Distribution Notes This press release is formatted for distribution across: • UAE local media outlets • Regional MENA media platforms • Global PR Newswire • Property investment specialist publications • Luxury lifestyle and HNWI media • Real estate funds and institutional investor channels Suggested Distribution Timeline: • Day 1: UAE local media and regional MENA outlets • Day 2-3: Global PR Newswire and property investment platforms • Day 4-5: Luxury lifestyle and institutional investor media