Emirates News Agency – Merex Investment announces redevelopment of La Mer South as ‘J1 Beach’

DUBAI, 13th Dec, 2022 (WAM) — Asset management firm Merex Investment has announced the redevelopment of La Mer South, to be called “J1 Beach”, with the addition of three new beachfront experiences: Gigi Rigolatto , Bâoli and Sirene Beach by Gaia, as well as ten other luxury restaurants.

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.

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.

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, CEO of Merex Investment Group, said: “J1 Beach is an exciting extension of Dubai as a leading business and lifestyle 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 interactive elevated options.”

“Merex Investments aims to push destinations beyond their commercial potential, leveraging prime locations and amplifying the principles of place building. 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 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.

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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 the market-leading offering, will resonate not only in Dubai but also globally. It will set a new standard for ultra-premium hospitality and beach lifestyle 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 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, who is a 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 leisure, allowing guests to stay all day to relax, unwind and spend time with loved ones. We are very excited to launch Sirene with an exquisite menu designed by Gaia’s culinary team, a contemporary aesthetic, and an unparalleled entertainment and events program on one of the most desirable coastlines 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 baolis of India, and will offer a unique experience for J1 Beach visitors. 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.