Dubai South is the stage for two notable new property developments: Windsor House by Ellington and Avenue 888. While both appear promising, they differ significantly in their positioning and approach. Windsor House is situated in a more exclusive neighbourhood, whereas Avenue 888 benefits from superior infrastructure in and out of the community.
Ellington is an established name with a strong reputation for quality. The company delivers high-specification finished homes and possesses an impressive track record. Avenue 888, on the other hand, is a newcomer, established in 2024 and backed by the former CEO of Emaar, Misham Galadari, who was involved in projects such as Downtown Dubai, One Za’abeel and Royal Atlantis.
Differences in Offerings, Sizes and Prices
Both projects offer extensive amenities, including a podium level full of facilities. Ellington focuses on luxury finishes and efficient floor plans, with one-bedroom apartments starting from 72 m² and two-bedroom apartments between 102 and 111 m². Avenue 888 offers more variety in its layouts, with one-bedroom apartments reaching up to 84 m². Furthermore, Avenue positions itself as pet-friendly, with walking and jogging tracks and a focus on health and wellness.
The payment plans differ: Ellington requires 70% during construction and 30% upon handover, while Avenue 888 operates on a 60-40 split. In terms of prices, a one-bedroom apartment at Avenue starts from 800,000 AED, whereas at Ellington the entry price is around 1.2 million AED. This translates to approximately 15,000 to 16,000 AED per m² for Ellington and 12,000 to 13,000 AED per m² for Avenue.
Ellington’s Windsor House appears to be the safer choice for those seeking certainty, while Avenue 888 offers greater potential for those willing to accept a higher risk in exchange for the possibility of higher rewards.
Edward Clarke is a seasoned property expert with extensive experience in international real estate investment, with a particular focus on Dubai’s fast-growing property market. Drawing on both personal investment experience and years of client advisory work, he helps investors make informed, realistic decisions when purchasing apartments, villas or off-plan developments in Dubai. With a pragmatic mindset, a sharp focus on returns and a strong commitment to transparency, Edward is a trusted point of contact for anyone considering a property investment in Dubai.
