La Mer Dubai closed for redevelopment and will be renamed J1 Beach

One of the most popular beach resorts in Dubai among residents and tourists is being rebuilt.

Restaurants and shops in La Mer South are being redevelopment to make way for J1 Beach, which will be the first flagship beach resort in the region offering panoramic sea views and various upscale options in the heart of Jumeirah, Dubai.

Three new beach restaurants will be presented — Gigi Rigolatto, Bâoli and Sirene Beach by Gaia.

The renovation will offer visitors its valet parking services, golf cart transfers and green paths that will be shaded during the day and illuminated at night for beach lovers.
The new J1 Beach restaurants will be licensed for round-the-clock trading.

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 re-imagine 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».

Merex and Paris Society International signed an agreement on the first visit to the region of the legendary Gigi Rigolatto.

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».

Gigi Rigolatto Restaurant — recognized as one of the world’s best brands in its category, will offer guests an Italian menu, two outdoor terraces, a garden, a Bellini bar, a swimming pool, a children’s circus, a wellness center and direct access to the beach.

Sirene Beach by Gaia

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.

Evgeny Kuzin (Restaurateur and Co-Founder of Gaia) said:

«Research has shown us a shift in global holiday trends, with a large increase in people opting for regular recreation at beaches and restaurants, rather than travelling».


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 that will offer modern Japanese cuisine and is known for drawing A-listers to the venue.

The renovated Dubai beach attraction will be opened at the end of next year.