Dubai: La Mer to be demolished and redeveloped as J1 Beach – News

The day-to-night destination will open to guests in late 2023

Dubai: La Mer to be demolished and redeveloped as J1 Beach - News image.khaleejtimes

by WAM

Published: Tue Dec 13 2022, 19:03

Last update: Tue Dec 13 2022 20:42

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

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

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

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

Dubai: La Mer to be demolished and redeveloped as J1 Beach - News 77b5 5ccd 902d

The new restaurants for the J1 Beach development will make their debut in the United Arab Emirates and will be fully licensed for day-to-night trading.

Shahram Shamsaee, Chief Executive Officer of Merex Investment Group, said: “J1 Beach is an exciting extension of Dubai as a leading lifestyle and business destination, and we strongly believe that the addition of seaside lifestyle experiences and world class dining Day to Night will reimagine the way visitors enjoy new and elevated interactive options.”

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“Merex Investments aims to push destinations beyond their commercial potential by capitalizing on prime locations and amplifying place-building principles. The three new additions to J1 Beach will support the growth of local and global partners, through the delivery of holistic, convenient services and diverse lifestyle assets.”

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In line with Merex Investment’s strategic priority of enabling people to reimagine the way they experience the city, the redevelopment will allow residents to be part of Dubai’s ever-growing lifestyle landscape.

Merex and Paris Society International have signed an agreement to bring the legendary Gigi Rigolatto to the region for the first time. Chosen among the best brands in the world in its category, Gigi Rigolatto will offer its guests an Italian menu, an indoor restaurant, two outdoor terraces, a garden, a Bellini bar, a swimming pool, a children’s circus, a wellness area and direct access to the beach.

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

Developed by restaurateur Evgeny Kuzin and chef Izu Ani, Sirene Beach by Gaia is an evolution of Dubai’s local Greek-Mediterranean concept, Gaia.


Kuzin, co-founder of Gaia, said: “Research has shown a shift in global vacation trends, with a huge increase in people opting for regular recreation at beaches and restaurants rather than travel. An elegant experience, Sirene Beach by Gaia will embody the luxury of beachside entertainment, allowing guests to stay all day to relax, unwind and spend time with their loved ones.We are very excited to launch Sirene with an exquisite menu designed by Gaia’s culinary team , a contemporary aesthetic and unparalleled entertainment and event programming on one of the most desirable coasts in the region.”

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Bâoli at J1 Beach will also be another new entry point to the Middle East and is an elegant restaurant that has been successful around the world in Miami, USA and Cannes, France, offering modern Japanese cuisine and is known to attract to A-listeros

Sanjeev Nanda, founder of Neat Food, which will run Bâoli Dubai, said: “Bâoli is a retreat-style space inspired by the beautiful tiered baolis of India, and will offer a unique experience for J1 beachgoers. The move to the Middle East is part of the brand’s success in our international destinations, and we believe Dubai is the perfect place to continue sharing our world-class hospitality.”

The area will remain closed while construction takes place. Its opening to the public is scheduled for the end of 2023.