Dubai: La Mer to be demolished, redeveloped as J1 Beach

One of Dubai's most popular beach destinations for residents and tourists is being redeveloped with some of the biggest names in the F&B sector. Restaurants and shops are being demolished in La Mer South to make way for J1 Beach.

J1 Beach will become a first-of-its-kind flagship beach resort destination in the region, offering uninterrupted sea views, premium F&B offerings and various high-end options in the heart of Jumeirah, Dubai.

It will also feature three brand new beachfront experiences - Gigi Rigolatto, Bâoli and Sirene Beach by Gaia - as well as ten other upscale restaurants.

The redevelopment will offer visitors valet and parking services, as well as golf cart shuttle services and green pathways that will be shaded during the day and illuminated at night for beachgoers. Visitors can even arrive by sea through a framed waterfront reception.

The new restaurants for the J1 Beach development will make their debut in the UAE and will be completely licensed for day-to-night trade.

Shahram Shamsaee, CEO at Merex Investment Group, said, "J1 Beach is an exciting extension of Dubai as a leading lifestyle and business destination, and we firmly believe that the addition of day-to-night seaside lifestyle experiences and restaurants will re-imagine the way visitors enjoy interactive and new elevated choices."

"Merex Investments aims to take destinations to and beyond their business potential by capitalising on prime locations and amplifying the principles of placemaking. The three new additions to J1 Beach will support the growth of local and global partners, through the delivery of holistic, convenient and diverse lifestyle assets," he added.

In line with Merex Investment's strategic priority to enable people to re-imagine the way they experience the city, the redevelopment will enable residents to be part of Dubai's ever-growing lifestyle landscape.

Merex and Paris Society International signed an agreement to bring the legendary Gigi Rigolatto to the region for the first time. Voted amongst the world's top brands in its category, Gigi Rigolatto will offer guests an Italian menu, an interior restaurant, two exterior terraces, a garden, a Bellini bar, a swimming pool, a kids' circus, a wellness area and direct access to the beach.

Brian Bendix, CEO of Paris Society International, said, "We believe that J1 Beach, the gravitas of the Merex vision and the diversity of the market-leading offering, will resonate not just in Dubai but also globally. It will set a new standard for ultra-premium hospitality and lifestyle beach offerings. After the success in Saint Tropez, Paris and Val d'Isère, Dubai is naturally the next beach destination for Gigi Rigolatto, which will feature all of its extraordinary experiences."

The area will be closed while construction is taking place. It is scheduled to open to the public by the end of 2023.