La Mer closed for redevelopment, will be renamed J1 Beach

Dubai: Merex Investment announced a redevelopment of La Mer South on Tuesday. The destination will be named J1 Beach, a media statement from Merex Investment said, with the addition of three brand new beachfront experiences – Gigi Rigolatto, Bâoli and Sirene Beach by Gaia – and 10 restaurants.

The area will be closed while construction on the destination takes place and is scheduled to open to the public by the end of 2023.

J1 Beach is set to become a flagship beach resort destination.

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 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.”

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.

Merex Investment is a joint venture between Dubai Holding and Brookfield Asset Management, and it owns and operates retail assets including The Beach, City Walk, and La Mer.