Merex Introduces J1 Beach

Merex Investment Introduces J1 Beach – an internationally-renowned beach resort as part of La Mer South redevelopment

Image of a cozy and romantic seating area for couples
Image of a beachfront area with numerous buildings in the background

Press Release

  • La Mer South will be renamed J1 Beach, a first of its kind day-to-night premium F&B destination featuring three brand new experiences – Gigi Rigolatto, Bâoli and Sirene Beach by Gaia – and 10 new upscale restaurants
  • The redevelopment is set to reimagine the way people enjoy hospitality experience


Dubai-UAE – 14 December 2022: Asset management firm Merex Investment has announced a redevelopment of La Mer South, which will be named 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.

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.

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.”

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.

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 globally. It will set a new standard for ultra-premium residential, 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 with all of its extraordinary experiences.”

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. 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. We are so excited to launch Sirene with an exquisite menu designed by the Gaia culinary team, a contemporary aesthetic and an unrivalled entertainment and events schedule on one of the region’s most desirable shores.”

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.

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 our international destinations and we believe that Dubai was the perfect location to continue sharing our world-class hospitality experiences.”

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.

Image of a cozy and romantic seating area for couples
Image of a beachfront area with numerous buildings in the background