Dubai’s La Mer South to be redeveloped, renamed J1 Beach

La Mer South, part of Dubai-based beachfront destination La Mer, is undergoing redevelopment to help recalibrate its hospitality experience.

La Mer South will be renamed J1 Beach, a premium F&B destination featuring three new beachfront experiences– Gigi Rigolatto, Bâoli and Sirene Beach by Gaia – as well as 10 new premier restaurants, asset management firm Merex Investment has announced.

Merex Investment, formed in 2019, is a joint venture between Dubai Holding and Brookfield Asset Management.

The redevelopment will ease connectivity for visitors through valet services and parking, golf cart shuttle services and green pathways, while visitors can also arrive by sea via the framed waterfront reception, the company said in a statement.

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

The area will be closed during construction on the location, and is scheduled to welcome guests by the end of 2023.

“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,” said Shahram Shamsaee, CEO at Merex Investment Group.

Merex and Paris Society International signed an agreement to bring Gigi Rigolatto to the region, offering 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.

“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,” added Brian Bendix, CEO of Paris Society International.

Meanwhile, Sirene Beach by Gaia, is the evolution of Dubai’s home-grown, Greek-Mediterranean concept Gaia.

“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. 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,” noted Evgeny Kuzin, restaurateur and co-founder of Gaia.

Bâoli at J1 Beach, offering Japanese cuisine, will also be another new entry to the Middle East.

The first phase of the La Mer development opened in October 2017. La Mer comprises three areas – La Mer South, La Mer Central, home to Laguna Waterpark, and La Mer North.

Read: Pics: Meraas’ new Dubai beachfront project La Mer to open this month