The Best Licensed Districts in Dubai: Pavilion at The Beach JBR and C2 at City Walk Dubai
For Merex Investment, licensed dining districts are more than social hotspots. They are strategic levers that increase dwell time, diversify audiences, and unlock new revenue streams. In Dubai’s competitive leisure landscape, the ability to adapt, reposition, and curate experiences that resonate with evolving customer needs is what turns a good destination into a great one.
Two success stories, Pavilion at The Beach JBR and C2 at City Walk Dubai, showcase how targeted, data-led design can transform a destination’s performance, solving distinct business challenges while strengthening its position as a lifestyle destination in Dubai.
Pavilion at The Beach JBR
Activating the Beachfront’s Evening Economy
When Pavilion at The Beach JBR opened its doors in 2022, it marked a turning point in how Merex approached destination activation. The Beach JBR was already a leading lifestyle destination in Dubai, celebrated for its daytime leisure, retail, and beachfront activities. While the destination enjoyed strong tourist traffic, there was great potential to further boost visitor engagement during the summer months and enhance evening experiences by introducing licensed dining options to encourage guests to stay on site after sunset.
Merex Investment saw the potential to turn this opportunity into a growth driver, resulting in Pavilion at The Beach JBR , a 65,000 sq. ft. climate-controlled glasshouse with a retractable roof, thoughtfully designed to operate year-round. Housing six licensed restaurants offering a variety of cuisines — including long-standing favourites Claw BBQ, La Mezcaleria, Hurricane’s Bar and Grill, and Eataly at The Beach, along with new additions Mu Kii Pan Asian Tapas and Babushka, Pavilion introduced a vibrant all-day-to-night social hub serving residents, guests, and tourists alike.
“Pavilion at The Beach JBR aligns with Merex Investment’s vision to reimagine the way visitors enjoy spaces,” said Shahram Shamsaee, CEO of Merex Investment Group. “The 365 days a year, all-day-night concept is a unique offering to Dubai’s thriving F&B sector and will support our growth to take destinations to and beyond their business potential by capitalising on prime locations.”
From its launch, Pavilion at The Beach JBR surpassed expectations, achieving significantly higher visitor engagement and attracting a substantial increase in tourists year-on-year, more than twice the original target. The design and curation bridged the seasonal gap, introduced licensed beachfront dining, and established a clear competitive advantage against rival waterfront destinations.
Earlier this year, Pavilion celebrated its third anniversary, cementing its status as a benchmark for licensed beachfront districts in Dubai and a key contributor to The Beach JBR’s evolution into a true lifestyle destination in Dubai.
C2 Licensed District at City Walk
Curating Urban Nightlife for a New Audience
When C2 Licensed District debuted in January 2024, it was more than a new dining precinct. It was a strategic repositioning of City Walk Dubai to capture an emerging market opportunity. While City Walk was already established as a lifestyle destination in Dubai, Merex Investment identified a clear gap in the Jumeirah area for casual, licensed dining that could offer both accessibility and atmosphere. Nearby licensed zones like DIFC and Business Bay catered to higher price points but lacked a cohesive, walkable experience.
“City Walk is an evolving urban neighbourhood that consistently creates experiences that resonate with our audience,” said Shahram Shamsaee, CEO of Merex Investment Group. “With a growing community of residents, office-goers, and frequent visitors, many spending several days a week here, C2 serves as a casual dining extension of our food and beverage offerings, enhancing visitors’ experience.”
C2, short for “Come Together”, was designed to fill that gap. Spread across three landscaped courtyards at the heart of City Walk Dubai, with six entrance points and ample parking, the district brought together 11 distinctive licensed concepts, blending cosy indoor settings with alfresco charm. The curated tenant mix includes destination favourites like Mythos Urban Greek Eatery, Nola Bijou Bistro & Bar, and L’Antica Pizzeria Da Michele, alongside bold newcomers such as, Brass Monkey, the only licensed bowling and arcade venue in the area, Myata Platinum and Rare Brasserie & Bar.
From launch, C2 made an immediate impact. The opening generated over 3.8 million influencer video views, and a 50% social media engagement rate. The launch weekend’s vibrancy carried through the year, benefiting not just C2 tenants but also surrounding City Walk operators through overflow traffic.
By February 2025, C2 celebrated its first anniversary with a four-day programme from 6–9 February, reinforcing its status as the city’s most sought-after casual licensed dining hotspot. Guests now know it as a place where they can transition seamlessly from after-work drinks to late-night entertainment, all within one urban, walkable environment.
For Merex Investment, C2 has become a blueprint for adaptive destination design: a strategic enhancement that elevates City Walk Dubai’s brand equity, diversifies its audience, and strengthens its position as a premier lifestyle destination Dubai.
Building Dubai’s Lifestyle Destinations Through Licensed Dining
Pavilion at The Beach JBR and C2 at City Walk Dubai are more than dining zones. They are strategic case studies in how Merex Investment identifies opportunities, addresses specific commercial challenges, and elevates destinations into leaders within the lifestyle destination Dubai market. Pavilion bridged seasonal gaps and activated the beachfront’s evening economy, while C2 introduced a cohesive, casual licensed dining experience to an area underserved by nightlife options.
Both have delivered measurable results, strengthened their destinations’ brand equity, and reinforced Merex’s role as a market leader. By combining data-led curation, targeted design, and long-term tenant partnerships, these licensed districts have become sustainable revenue drivers and key differentiators in Dubai’s hospitality landscape.
