Dubai's La Mer to be rebranded in massive redevelopment plan

Dubai's beach front destination La Mer South is undergoing a massive redevelopment plan, Merex Investment confirmed on Tuesday.

The area has been closed for construction work, with developers confirming the reopening date is scheduled for the end of 2023.

The spot will be rebranded as J1 Beach, with the addition of three new beachfront experiences – Gigi Rigolatto, Bâoli and Sirene Beach by Gaia – and 10 upscale restaurants.

The redevelopment is set to reimagine the way people enjoy hospitality experiences, explained Shahram Shamsaee, CEO at Merex Investment Group.

The rebranded destination will also ease connectivity for visitors, who can arrive by either road or sea. There'll be "valet services, parking, golf cart shuttle services, green pathways and the framed waterfront reception", the developers added.

What's new?

  • 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.
  • 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. 
  • Bâoli 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.

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