PG Avenue

TL;DR: PG Avenue is a boutique Grade A commercial building in Mirdif developed by Pure Gold Living (PG Real Estate), the real estate arm of the Pure Gold Group. Featuring a grand lobby with a 12-metre ceiling, the development offers fitted offices from 900 to 2,109 sq ft, exclusive rooftop VIP offices with private terraces, and six ground-floor retail units. Annual office rents range from AED 242,000 to AED 527,000, with rates averaging AED 250 per sq ft — positioning it as a premium suburban commercial address.

Introduction

PG Avenue represents a significant commercial milestone for the Mirdif community and for PG Real Estate, the development division of the established Pure Gold Group. Located on Al Khawaneej Street (D89) in the Mushraif district of Mirdif, PG Avenue is a purpose-built Grade A commercial complex designed to serve as a centralized business hub for one of Dubai's most affluent suburban residential catchments. The development addresses a critical gap in Mirdif's commercial infrastructure, providing modern, high-specification office and retail space in an area historically dominated by villa communities and retail malls rather than dedicated commercial towers.

Pure Gold Living, the developer behind PG Avenue, is headed by Karim Merchant, Managing Director and CEO of the broader Pure Gold Group — a conglomerate with over 35 years of presence in Dubai, originally established in Deira's gold trading district in 1989 by founder Firoz Merchant. The real estate division has committed USD 272 million (AED 1 billion) to a pipeline of residential, commercial, and mixed-use projects across the UAE. Notable completed projects include PG Upper House, which was delivered ahead of schedule in June 2023, and PG One Al Furjan, which sold out within four weeks of launch. PG Avenue is the developer's first dedicated commercial venture, applying their boutique development philosophy to the office and retail sector.

Location and Connectivity

PG Avenue occupies a prominent frontage position on Al Khawaneej Street, one of Mirdif's primary arterial roads. The building is immediately adjacent to Etihad Mall and within close proximity to City Centre Mirdif — Majid Al Futtaim's mega-mall spanning 289,527 square metres of gross floor area with 465 retail stores, 80 restaurants, iFly Dubai, VOX Cinemas, and Magic Planet. The broader Mirdif district covers approximately 9 square kilometres and serves an estimated catchment of over 300,000 residents across its surrounding neighbourhoods of Al Mizhar, Al Warqa, Rashidiya, and Muhaisnah.

Connectivity from PG Avenue is anchored by direct access to Sheikh Mohammed Bin Zayed Road (E311), the 140-kilometre highway connecting northern and southern UAE, as well as Emirates Road (E611). Dubai International Airport is approximately 10 minutes by car, with the building located particularly close to Terminal 3. The nearest metro station is Rashidiya Metro Station on the Red Line, approximately 6 kilometres away, with RTA bus connections providing public transport links. Looking ahead, the planned Blue Metro Line, expected to serve Mirdif from approximately 2029, is anticipated to significantly increase both accessibility and commercial property demand in the area.

The surrounding community is one of Dubai's most established family neighbourhoods, home to top-rated educational institutions including GEMS Royal Dubai School (KHDA Outstanding, fees AED 39,328–49,558 per year), Uptown International School (KHDA Very Good, offering all three IB programmes), and Dar Al Marefa bilingual school. Leisure amenities include Mushrif National Park, Dubai Safari Park (119 hectares, over 3,000 animals), and Uptown Mirdif's 400,000 sq ft open-air retail precinct.

Architecture and Building Specifications

PG Avenue is a low-rise commercial complex comprising a ground floor, two office floors, and an exclusive rooftop level. The architectural centrepiece is the grand entrance lobby, featuring a soaring 12-metre high ceiling with refined contemporary interior finishes — a design statement that positions the building as a distinguished landmark within the Mirdif commercial landscape.

The ground floor accommodates six retail units in shell and core condition, ranging from approximately 948 to 1,829 sq ft. These units are specifically designed for food and beverage outlets, service retailers, and convenience stores that serve the building's office tenants and the surrounding residential community. The first and second floors house premium office suites, with standard units ranging from 900 to 1,265 sq ft and larger combined configurations available up to 2,109 sq ft. Offices are offered in both shell and core and fully fitted conditions, with DED (Department of Economic Development) commercial licensing support available directly through the building management.

The rooftop level features PG Avenue's most exclusive offering: VIP garden offices with expansive private terraces. A signature rooftop unit provides 1,319 sq ft of enclosed office space complemented by a 1,835 sq ft private outdoor terrace — a configuration virtually unmatched in suburban Dubai commercial real estate. Each unit is serviced with 28 to 56 KW of dedicated power supply depending on size, with allocated basement parking spaces included (typically two per standard office unit).

Amenities and Facilities

PG Avenue delivers a comprehensive suite of commercial-grade amenities designed for professional tenants. The building features 24/7 security management with CCTV surveillance throughout all common areas and access points. Professional on-site building management ensures day-to-day operational excellence, from maintenance coordination to visitor management. The dedicated parking facility provides allocated spaces for tenants plus abundant visitor parking, ensuring accessibility for clients and business associates.

The ground-floor retail component functions as an integrated service amenity for office tenants, with food and beverage outlets and convenience retail reducing the need for off-site errands during the working day. The building's DED licensing support streamlines the business setup process for new tenants, allowing companies to obtain their commercial trade licence directly through the building's administrative framework.

Commercial Rates and Market Position

Office rental rates at PG Avenue reflect its premium Grade A positioning within the Mirdif commercial market. Annual rents for standard office suites range from approximately AED 269,000 to AED 527,000, with per-square-foot rates averaging AED 250 per annum. The exclusive rooftop VIP offices command a premium rate of approximately AED 300 per sq ft per year, with a signature unit listed at AED 395,766 annually including the private terrace.

These rates position PG Avenue well above the typical suburban secondary office rate in Dubai (AED 80–120 per sq ft) while remaining competitive against prime city-centre locations. For market context, Mirdif's average office rental stands at AED 368,456 per year according to Bayut market data, with the broader range spanning AED 154,000 to AED 557,000 annually. Dubai's citywide Grade A office market averaged AED 184 per sq ft as of Q1 2025 according to Cushman and Wakefield Core, having risen 22% year-on-year, with Grade A buildings achieving approximately 94% occupancy rates across the emirate.

Developer Profile: Pure Gold Living

Pure Gold Living (PG Real Estate) emerges from one of Dubai's most recognizable retail brands. The Pure Gold Group was established in 1989 by Firoz Merchant in Dubai's historic Deira gold souk district, growing into a multi-national jewellery retail and trading conglomerate over three and a half decades. Third-generation leadership under Karim Merchant has diversified the group into real estate development, bringing what the company describes as 'transparency and integrity' principles from their jewellery trading heritage to property development.

The developer's track record, while relatively recent in real estate, is marked by a commitment to on-time delivery and boutique-scale projects. PG Upper House was completed ahead of schedule in June 2023, while PG One Al Furjan demonstrated exceptional market absorption by selling out within four weeks. The broader pipeline includes PG Maison in Al Furjan (scheduled December 2026) and PG Meydan, described as the company's most ambitious residential project. The AED 1 billion investment commitment signals sustained expansion across residential, commercial, and mixed-use segments.

Investment Potential

PG Avenue benefits from several structural factors that underpin its commercial investment case. Mirdif's commercial market has demonstrated strong absorption, with the nearby Mirdif Hills development by Dubai Investments Real Estate achieving 90% lease-up of its Al Multaqa Avenue retail spaces, subsequently reaching 95% completion and near-full occupancy. Dubai's overall commercial property market saw transactions rise 61% year-on-year in 2025, reflecting sustained institutional and tenant demand.

The anticipated Blue Metro Line extension to Mirdif, targeted for approximately 2029, represents a significant catalytic event for commercial property values in the area. Metro connectivity has historically driven 15–25% appreciation in adjacent commercial real estate values across Dubai, and the Mirdif station would substantially expand the building's accessibility for tenants and their employees. Combined with PG Avenue's boutique scale, premium specifications, and the area's deep residential catchment of over 300,000 people, the development offers a compelling proposition for both owner-occupiers seeking a prestigious Mirdif business address and investors targeting the suburban commercial sector.