J1 Beach set to transform Jumeirah beachfront

Dubai's latest lifestyle destination, J1 Beach, is gearing up for a grand opening in September.

The project, replacing La Mer South, is nearing 94 per cent completion.

Developed by Merex Investment, J1 Beach is designed to be Dubai's next must-visit destination, featuring an urban riviera with 13 high-end dining venues, including globally acclaimed establishments and original concepts.

Visitors will enjoy direct beach access and world class amenities that enhance the luxury experience.

"Our flagship project is poised to become a leading destination, attracting discerning residents and visitors alike. This project reinforces Dubai’s position as a global leader in hospitality and tourism," said Shahram Shamsaee, CEO of Merex Investment.

The project incorporates advanced energy management technology and utilises recycled materials, emphasising sustainable building practices.

Shamsaee added that this dedication to sustainability is also evident in the sourcing of materials with low environmental impacts and the responsible recycling of demolished building materials, all contributing to significant carbon emission reductions.