CEO AND FOUNDER FADY FRIBERG introduces IF HUB in Umm Suqeim—a bold new destination set to redefine Dubai’s design landscape. More than a showroom, it’s a vibrant ecosystem where creativity, inspiration, and connection converge— bringing architects, designers, and homeowners together under one roof.
CEO AND FOUNDER FADY FRIBERG
CEO AND FOUNDER FADY FRIBERG

“I’ve always been driven by the desire to elevate experiences,” says Fady Friberg, reflecting on the mindset that shaped his journey. “When I entered Dubai’s real estate market, I saw an opportunity to bring a true sense of luxury to the industry. It wasn’t just about transactions for me—it was about curating spaces and lifestyles at the highest level.” Fady Friberg is the CEO and Founder of IF HUB, and this is his story—a story of vision, innovation, and an unrelenting drive to bridge gaps in the design and real estate world. Some people follow trends—Fady creates them. A sharp observer with an instinct for innovation, he saw what the market lacked and built what it needed. After visiting countless showrooms and recognising the disconnect between creativity and convenience, he envisioned a destination that brings it all together.

Today, IF HUB in Umm Suqeim, Dubai stands as a one-stop ecosystem for architects, designers, and homeowners— offering everything from wardrobes and kitchens to tiles, lighting, furniture, wallpapers, and sanitaryware. It’s more than a showroom; it’s where inspiration meets access, and design finds its true home.

Fady’s connection to design runs deep, rooted in a passion for spaces that shape experiences and elevate lifestyles. Dubai, a city defined by bold visions and iconic architecture—from the soaring Burj Khalifa to the culturally resonant Dubai Opera—has long been his muse. Having witnessed its transformation firsthand, he recognised the need for a space that matched the city’s ambition—innovative, accessible, and inspiring. IF HUB is that space: a curated platform where the next generation of designers, architects, and homeowners can explore, experiment, and create. It’s where Dubai’s design legacy meets its future.

“IF HUB IS TRULY A DREAM REALISED. AFTER VISITING COUNTLESS SHOWROOMS AND SEEING THE GAPS IN THE MARKET FIRSTHAND, I ENVISIONED A SPACE THAT WOULD BOTH SERVE AND SUPPORT THE INDUSTRY—A DESTINATION WHERE ARCHITECTS AND DESIGNERS CAN FIND EVERYTHING THEY NEED UNDER ONE ROOF.”

We sat down with Fady Friberg to uncover the story behind his vision — a journey defined by bold ideas, creative intuition, and an eye for opportunity. In his own words, he shares how passion and purpose led to the creation of IF HUB, a space that reimagines how design is experienced and explored.

You’ve been in Dubai’s real estate industry for over a decade—what inspired your journey into this field?
From the very beginning, I’ve been driven by a desire to elevate experiences and create lasting impressions. Entering Dubai’s real estate market, I saw an opportunity to go beyond conventional transactions—to craft a vision of luxury that combines exceptional design, thoughtful curation, and unparalleled lifestyle experiences. For me, it’s never been merely about transactions; it’s about designing spaces that embody the highest standards of lifestyle.

Can you share your background and how your passion for design grew with your real estate journey?
I began my career as a programmer, but moving to Dubai opened the door to a passion for real estate that changed my trajectory. Over time, I saw that I could merge design, creativity, and property into a single vision. My goal became transforming real estate from mere transactions into immersive, inspirational experiences. Today, I focus on curating spaces and lifestyles that leave a lasting impact.

“What excites me most are the people and the incredible perspectives they bring. Every corner of IF HUB tells a story of creativity, innovation, and vision, each reflecting a distinct approach yet coming together under one roof as a cohesive, inspiring whole.”

What personal experiences shaped your vision as an entrepreneur?
I’ve always been driven by the desire to make independent decisions and build something on my own terms. That passion for autonomy and creative freedom has been the foundation of my journey as an entrepreneur. It fuels my curiosity, pushes me to take bold risks, and inspires me to innovate at every turn. Today, this same drive continues to guide everything I do at IF HUB, shaping how we support, empower, and elevate the design and construction community

IF HUB has a unique identity— how would you describe its story in your own words?
IF HUB is truly a dream realised. After visiting countless showrooms and seeing the gaps in the market firsthand, I envisioned a space that would both serve and support the industry—a destination where architects and designers can find everything they need under one roof. More than just a store, it’s a community, a hub for inspiration, collaboration, and innovation. Our goal is to make creative professionals’ work easier, more seamless, and truly elevated.

What excites you most about leading a space where creativity and functionality come together?
What excites me most are the people and the incredible perspectives they bring. Every corner of IF HUB tells a story of creativity, innovation, and vision, each reflecting a distinct approach yet coming together under one roof as a cohesive, inspiring whole. The way these ideas interact, complement each other, and spark new possibilities is truly exhilarating. Witnessing that synergy in action—seeing how creativity meets functionality and transforms into something greater—is what motivates me and fuels my passion every single day.

You emphasise the value of people’s perspectives— can you explain why you think design is so crucial in fostering human connection?
Design and furniture go far beyond mere functionality- they are powerful catalysts for connection and collaboration. Thoughtfully designed spaces create environments where people naturally come together, conversations spark, and ideas flow freely. Every element, from layout to materials to lighting, shapes how we interact, how we feel, and how we collaborate, turning ordinary spaces into vibrant hubs of creativity and human engagement.

You believe that design is about emotion and purpose—can you share an example of this philosophy in action?
A: IF HUB itself embodies that philosophy. It’s far more than a showroom; it’s a thoughtfully curated experience built with a clear purpose. Every corner, every detail, from the layout to the materials, is designed to inspire, spark creativity, and foster connection. The space encourages exploration, collaboration, and engagement, turning a simple visit into an immersive journey that reflects the power of purposeful design.

If you were to pick a brand that truly resonates with you, it would be…
Tonino Lamborghini — admired not just for its bold design language, but also for its innovative collaborations that continually push boundaries and redefine the meaning of luxury.

Who are your key clients and target audience, and how closely do you collaborate with them throughout the process?
Our core audience is architects and interior designers, and collaboration lies at the very heart of what we do. We work closely with them at every stage, from understanding the unique needs of their projects to offering tailored solutions that enhance both functionality and aesthetics. By maintaining an ongoing dialogue and building strong relationships, we ensure that our brands, products, and services genuinely support their vision. It’s this partnership and shared commitment to excellence that allows us to contribute meaningfully to every project they undertake.

What were some of the biggest challenges you faced in bringing IF HUB to life?
As a perfectionist, one of the biggest challenges was learning to see perfection in progress, even when that meant tearing something down and rebuilding it until it was right. Another challenge was carefully selecting multiple brands that speak the same language of quality and innovation.

Reflex is one of your main brands at the HUB—what makes it stand out in the market?
Reflex is a statement brand—its vision and creativity produce iconic pieces that immediately elevate and define any space. It’s a natural fit for the level of design IF HUB represents. Reflex is an Italian luxury furniture brand that blends centuries-old Venetian artistry—most notably Murano glass craftsmanship—with bold contemporary design, creating statement pieces that are as sculptural as they are functional.

The official opening is set for the end of October— what can people expect from this launch?
They can expect more than an opening—they’ll experience a journey through the stories of each brand we’ve curated. Every corner of IF HUB will reveal how luxury truly sits in simplicity, where refined details and thoughtful design speak louder than excess. It’s a showcase of the craftsmanship, innovation, and timeless elegance that define what IF HUB stands for. I would like to give special thanks to Architect Peter Caruso, whose expertise has been invaluable in bringing IF HUB to life. From the very first moment I envisioned this space, his guidance and insights have been instrumental in shaping it into what it is today.

AS FADY FRIBERG APTLY PUTS IT:
D E S I G N I S M O R E T H A N A E S T H E T I C S , I T ’ S A B O U T E M O T I O N , P U R P O S E , A N D T H E P E O P L E I T C O N N E C T S . I F H U B I S W H E R E A L L O F THAT COMES TOGETHER.”

In your opinion, what sets IF HUB apart from other creative and collaborative spaces in Dubai?
At IF HUB, you truly have everything under one roof. It’s a curated destination designed to save time, inspire creativity, and give professionals the perfect space to plan, source, and execute their projects. It’s a place where ideas come to life and collaboration happens naturally.

Looking ahead, what’s your long-term vision for IF HUB and your role in shaping design-driven communities?
My vision is to build a design-driven community that not only supports emerging designers and curates standout brands, but also elevates the real estate market by integrating innovation, craftsmanship,
and timeless design. Through IF HUB, I aim to create a platform that strengthens the entire industry and sets new standards for excellence. Ultimately, I want IF HUB to be a destination where creativity, functionality, and inspiration coexist seamlessly.