Asset management firm Merex Investment Group has announced plans for a major revamp of its premium lifestyle and business destination in Dubai - La Mer South.

 

Post the redevelopment, when it opens to the public by 2023-end, La Mer South will be renamed J1 Beach, with the addition of three brand new beachfront experiences – Gigi Rigolatto, Bâoli and Sirene Beach by Gaia – and 10 upscale restaurants that visitors can enjoy from sunrise to sunset.

 

According to Merex, 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 ambience 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, said its CEO Shahram Shamsaee.

 

"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," he added.

 

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

 

Paris Society International CEO Brian Bendix 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 all of its extraordinary experiences," stated Bendix.

 

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. 

 

"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," he stated. 

 

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 offering modern Japanese cuisine.

 

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 its international destination, he added.-TradeArabia News Service