Vikram Rao, Chief Executive Officer (CEO) of Strategic Housing Group (SHG), aimed to establish The Myriad as a global leader in purpose-built student housing. The launch of The Myriad Dubai was marred by the onset of the COVID-19 pandemic, which severely restricted international student mobility. Nevertheless, occupancy at the Dubai campus remained high due to product and service features that offered convenience, quality, safety and security to students and allayed the concerns of parents, universities and local regulators. Going beyond housing, The Myriad Dubai made efforts to foster a supportive and engaging community and an environment where students could build friendships, support each other and adapt easily to new surroundings. By December 2024, occupancy at the 2,250-bed facility had reached 98%, and Rao was engaged in efforts to expand The Myriad brand in other locations such as Oman, Riyadh, Abuja and Cape Town. While the opportunity to create a global brand in the student-housing market was enticing, the creation of a high-quality standardised student experience across diverse cultures, geographies and regulatory environments posed challenges that had to be surmounted.