Asset management firm Merex Investment has announced a redevelopment of La Mer South, which will be named J1 Beach.
J1 Beach will become a flagship beach resort destination and the first-of-its-kind in the region, offering uninterrupted sea views, premium F&B offerings and a cluster of high-end operators in the heart of Jumeirah, Dubai.
The redevelopment will ease connectivity for visitors through valet services and ample parking, golf cart shuttle services and green pathways, which are shaded in the day and illuminated at night to create an ideal ambiance for beachgoers. Visitors can even arrive by sea via the framed waterfront reception.
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.
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.”
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 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.
