New Dubai beachfront destination opens on Oct 15

By Sheena Amos

La Mer will open in affluent Jumeira 1 district

DUBAI 12 October 2017: Dubai’s latest beachfront destination, La Mer in Jumeira 1 neighbourhood, will open its first phase to the public from 15 October 2017.

Developed by Meraas, the destination spans 13.4 million square feet of existing and reclaimed land, and located between Pearl Jumeira and Jumeira Bay.

La Mer offers a lifestyle in one of the most sought-after districts in Dubai. Spread over three areas – La Mer South, North and The Wharf – La Mer takes its inspiration from the way the sea embraces driftwood, timber, rusted metal, barrels and other items, brought by the tide to shore, many of which form the main elements of the built-up environment. This theme is visible through the architecture and public spaces.

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Surrounded by almost 2.5 kilometres of sandy beaches and situated a stone’s throw away from points of interest such as the Etihad Museum and the Dubai Water Canal, the shopping, dining and entertainment areas at La Mer will open to the public in two phases. The first phase comprises La Mer North and La Mer South, which has over 130 hundred shops, cafés, restaurants, and beach activities.

The second phase, The Wharf, incorporates rusty steelworks and industrial aesthetics, with a waterpark featuring a surf park that is a first-of-its kind in the region; a cinema, additional shops, cafés and restaurants. These additions, are scheduled to open at the start of 2018. At a later stage, there will also be a hotel and residential community located on two man-made peninsulas.

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“La Mer is the seventh destination delivered by Meraas in the past three years, following City Walk, The Beach, Boxpark, Last Exit, The Outlet Village and Al Seef,” said Abdulla Al Habbai, Group Chairman at Meraas.

Several food and beverage concepts will make their first appearance in the regions. There is a natural playground plus a ‘Sea Spice’ beach club, opening soon. In a first outside of East Asia, La Mer will also be home to ‘Hawa Hawa’, a new air-filled trampoline concept that was first created and installed in public parks in Japan.

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The existing beaches have been redeveloped to include showers, toilets with baby changing and disabled access, free wifi, information hubs, mobile charging, prayer rooms, four children’s playground areas and over 1,000 parking spaces are among the other amenities. Valet parking will also be available on-site.

In the process of enhancing the surrounding neighbourhood, all corals unique to the area were preserved and some were replanted by divers.