Dubai will replace demolished La Mer South with an upscale beach development called J1 Beach.
The new-look Dubai beachfront attraction will be redeveloped by Merex Investment and be open at the end of next year.
J1 Beach will introduce Gigi Rigolatto, Bâoli and Sirene Beach by Gaia brands to Dubai and include 10 upscale restaurants.
J1 Beach is being billed as a flagship beach resort destination and the first-of-its kind in the region. Licensed venues will offer sea views, golf cart shuttles and all-day dining.
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 the day-to-night seaside lifestyle experiences and restaurants will reimagine the way visitors enjoy interactive and new elevated choices.”
“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.”
Gigi Rigolatto in Dubai
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 offers Italian food and ‘circus’ activities.
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 globally.
“It will set a new standard for ultra-premium hospitality and lifestyle beach offering. After the success in Saint Tropez, Paris and Val d’Isère, Dubai is a natural next beach destination for Gigi Rigolatto which will feature with all of its extraordinary experiences.”
Sirene Beach by Gaia in Dubai
Developed by Evgeny Kuzin and Chef Izu Ani, Sirene Beach by Gaia, is the coastal evolution of Dubai’s home-grown, Greek-Mediterranean concept Gaia.
Evgeny Kuzin, Restaurateur and Co-Founder of Gaia, said: “Research has shown us a shift in global holiday trends, with a large increase in people opting for regular recreation at beaches and restaurants, rather than travelling.”
Bâoli in Dubai
Bâoli at J1 Beach will also be another new entry to the Middle East.
Bâoli is a stylish restaurant that has found success across the globe in Miami, US and Cannes, France that will offer modern Japanese cuisine and is known for drawing A-listers to the venue.
Sanjeev Nanda, Founder of Neat Food which will manage Bâoli Dubai said: “Bâoli is a retreat-styled space inspired by the beautiful stepwell baolis in India and which will offer a unique experience for visitors to J1 Beach.
“The move into the Middle East is part of the brand’s success across our international destinations and we believe that Dubai was the perfect location to continue sharing our world-class hospitality experiences.”
- The area will be closed while construction on the destination takes place and is scheduled to open to the public by the end of 2023.
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