Dubai’s new upscale beach resort destination to open by 2023-end

WAM

Asset management firm Merex Investment has announced the redevelopment of La Mer South as an upscale beach resort destination, which is likely to open by the end of 2023.

J1 Beach, La Mer South’s new name, will offer three new beachfront experiences – Gigi Rigolatto, Bâoli and Sirene Beach by Gaia – along with 10 other upscale restaurants, the UAE state-owned WAM news agency reported.

The development will have green pathways, shaded during the day and illuminated at night for beachgoers. Visitors can even arrive by sea through a waterfront reception.

The new restaurants will debut in the UAE and be completely licensed for day-to-night trade.

Shahram Shamsaee, CEO of Merex Investment Group, stated that J1 Beach is a new extension of Dubai as a lifestyle and business destination.

“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,” he added.

Merex and Paris Society International signed an agreement to bring the Gigi Rigolatto brand to the region for the first time.

Voted among the world’s top brands in its category, Gigi Rigolatto will offer 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 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.”

Bâoli at J1 Beach will be another new entry point to the Middle East and is a stylish restaurant that will offer modern Japanese cuisine and is known for attracting A-listers.

The area will be closed during construction, the statement said.