Helsinki-based tech-powered hospitality operator Bob W has signed a long-term lease with Belfast developer Z Development for a newly built 84-unit serviced apartment property at 57 Dublin Road, marking the Finnish company's first entry into Northern Ireland and its first asset on the island of Ireland.

Travel Daily News reported that the ground-up development, totalling 3,742 sqm with a total room area of 4,173 sqm, is scheduled to open as Bob W Belfast City Centre in Q2 2026.

The purpose-built scheme comprises 84 fully furnished apartments with smart room technology, self-service check-in, a digital front desk and remote guest support, alongside a gym, rooftop garden and a ground-floor café to be operated by an external partner.

The Dublin Road site was previously occupied by the Kitsch restaurant and Emerald Chinese takeaway, which were demolished to make way for the new build. Z Development, set up by Scott Kennedy in 2021, acquired the site in 2022.

Philip Grace, chief development officer of Bob W, said Belfast fits the company's strategy of launching in dynamic European cities where guests seek design-led, flexible accommodation in central locations, and that a ground-up development allows the firm to embed sustainability, smart technology and operational efficiency from day one.

The Belfast scheme is Bob W's second project on the island of Ireland, following an agreement to operate a new 143-unit aparthotel in Dublin. The company currently manages over 7,000 units across major European and UK cities, with further openings planned throughout 2026 and beyond.

The development underscores growing investor and operator confidence in Belfast's purpose-built serviced apartment market, as demand increases for flexible, tech-enabled accommodation from business travellers and extended-stay guests in the city centre.

Access the full report on Bob W's Belfast debut and its Ireland expansion strategy.