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J1 Beach: La Mer is rebranding with new beach clubs and restaurants

The venue will welcome upmarket brands, from Gaia to Gigi.

Goodbye La Mer, hello J1 Beach. The site formerly known as La Mer is having a rebrand, as it is being replaced with the new J1 Beach. The upmarket, day-to-night hotspot will be home to three new beach clubs and 10 new restaurants. 

The beach clubs coming to J1 Beach include Bâoli, Gigi Rigolatto and Sirene Beach by Gaia. Bâoli is making its way from Cannes to Dubai. The venue offers modern Japanese cuisine and is a celebrity favourite, as it once hosted a party for Leonardo DiCaprio and his famous friends. 

St. Tropez’s Gigi Rigolatto is making its Dubai debut. The new beach club will boast two terraces, an indoor restaurant, Bellini bar, garden, kids’ circus and wellness area. Plus, if the original restaurant’s menu is anything to go by, it will serve Italian classics with an emphasis on sharing plates and high-quality ingredients. 

J1 Beach

Sirene Beach by Gaia comes courtesy of Chef Izu, and his UAE homegrown brand Gaia. We anticipate that this beach club will be just as elegant as his previous ventures – think Mediterranean food in a chic, coastal setting. 

J1 Beach will also be home to 10 licensed restaurants, which will boast stunning sea views. While the names have not yet been confirmed (we’ve heard unconfirmed rumours of both a Billionaire and Miss Lily’s beach club), given the previous restaurants – from Masti to Stars N Bars – expect a range of exciting announcements.

J1 Beach

Plus, for those who want to make their way down and around J1 Beach, there will be a valet service, car parking and golf carts shuttling visitors between venues. 

So far, shops and restaurants on La Mer South have closed, as they make way for the new development. Construction has already begun, and it aims to welcome guests by the end of 2023.

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Kohinoor Sahota - Deputy Editor
A sucker for a good story, if you invite Kohinoor to a gallery, comedy night, new restaurant, hiking trip, cycle ride, pool day or just about any activity, she’ll probably say yes – that is if she isn’t busy planning her next adventure.

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