Merex Investment announces redevelopment of La Mer South as ‘J1 Beach’

Merex Investment announces redevelopment of La Mer South as ‘J1 Beach’

DUBAI, 13th December, 2022 (WAM) -- Asset management firm Merex Investment has announced the redevelopment of La Mer South, which will be named, “J1 Beach”, with the addition of three brand new beachfront experiences - Gigi Rigolatto, Bâoli and Sirene Beach by Gaia - as well as ten other upscale restaurants.

J1 Beach will become a first-of-its-kind flagship beach resort destination in the region, offering uninterrupted sea views, premium F&B offerings and various 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 pathways that will be shaded during the day and illuminated at night for beachgoers. 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 UAE and will be completely licensed for day-to-night trade.

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 day-to-night seaside lifestyle experiences and restaurants will reimagine the way visitors enjoy interactive and new elevated choices.”

“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, through the delivery of holistic, convenient and diverse lifestyle assets,” he added.

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

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 will offer 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.

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 also globally. It 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, which will feature all of its extraordinary experiences.”

Developed by restauranteur Evgeny Kuzin and Chef Izu Ani, Sirene Beach by Gaia is an evolution of Dubai’s home-grown Greek-Mediterranean concept, Gaia.

Kuzin, who is the co-founder of Gaia, said, “Research has shown 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. We are so excited to launch Sirene with an exquisite menu designed by the Gaia culinary team, a contemporary aesthetic and an unrivalled entertainment and events schedule on one of the region’s most desirable shores.”

Bâoli at J1 Beach will also be another new entry point to the Middle East and is a stylish restaurant that has found success across the globe in Miami, US, and Cannes, France, which will offer modern Japanese cuisine and is known for attracting A-listers.

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 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 is the perfect location to continue sharing our world-class hospitality.”

The area will be closed while construction is taking place. It is scheduled to open to the public by the end of 2023.