Merex Investment has launched J1 Beach, a stunning seaside development featuring 13 ultra-premium venues, blending global culinary excellence and luxury. Positioned on a pristine half-mile beachfront, this project aspires to establish Dubai as a top-tier lifestyle destination. The soft launch in the fall has set the stage for a bold transformation of Dubai’s beachfront appeal.
J1 Beach marks a pivotal shift in Dubai’s luxury narrative, moving away from expansive grandeur towards an exclusive, quality-driven ethos. Shahram Shamsaee, CEO of Merex Investment, stated, “We aimed to simplify while maintaining sophistication. The location demanded a development that resonates with its prime status.”
The revamped beach replaces a sprawling mix of 160 restaurants and food trucks with an elite selection of 13 luxury venues. These venues are carefully curated to evoke the charm of the French Riviera, featuring globally renowned names such as Miami’s Bâoli, Tulum’s Gitano, and Michelin-starred Sakhalin. Notably, the iconic African Queen, a French Riviera legend, makes its Middle Eastern debut here.
Adding an exclusive touch is Chouchou, a high-end beach house members’ club offering private beaches, rooftop terraces, and pool lounges alongside its public dining area. For those seeking integrated luxury experiences, Gigi Rigolatto, an Italian beach club concept, combines fine dining with retail, a Mediterranean garden, and private leisure spaces. It houses a boutique with 40+ international brands spanning swimwear, accessories, beauty, and household products.
Rizwan Kassim, CEO of Rikas Hospitality Group, highlighted the importance of J1’s location. “J1 is strategically situated at the heart of Dubai,” he said, likening it to DIFC’s status for evening dining. Rikas Hospitality contributes to the project with Gigi Rigolatto and Ninive by the Beach, which infuses traditional Arabian hospitality into the mix.
The project’s centerpiece, Sirene by Gaia, will open in January, claiming the title of the world’s largest beach club at 100,000 square feet. Helmed by acclaimed chef Izu Ani, this venue exemplifies the blend of scale and sophistication that defines J1 Beach.
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