Meraas, a diversified Dubai-based holding company, will open the first phase of La Mer, a world-class beachfront to visitors and residents from October 15.

Stretching out into the ocean from the prestigious Jumeira 1 neighbourhood, the destination offers uninterrupted views of the Arabian Gulf and iconic city skyline. Spanning 13.4 million sq ft of existing and reclaimed land, and located between Pearl Jumeirah and Jumeirah Bay, La Mer offers a unique lifestyle that complements one of the most sought-after districts in Dubai.

Spread over three areas – La Mer South, La Mer 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 the shore, many of which form the main elements of the built-up environment. This theme is visible through the architecture and public spaces, creating a welcoming and carefree place where people can feel at ease and celebrate life from the moment they set foot in the destination.

Surrounded by almost 2.5 km 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 shops, cafés, restaurants, and beach activities, that act as a meeting point for people to enjoy a great time, whether they are visiting La Mer to eat, play or unwind.

The second phase of La Mer, The Wharf, incorporates rusty steelworks and an industrial aesthetics, with a waterpark featuring a surf park that is the 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.

Abdulla Al Habbai, group chairman at Meraas, said: “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. The destination reaffirms our commitment to contribute to Dubai Tourism Vision 2020 by diversifying what Dubai has to offer. It has already proven a popular location for some of the world’s top brands, and will strengthen Dubai’s position as a global shopping and tourist city. With a host of new and novel experiences, residents and visitors will also find an alluring proposition to explore and enjoy.”

Several food and beverage concepts will make their first appearance in the region, including a number of distinguished licensed restaurants alongside numerous shopping experiences. Residents and visitors will find a natural playground created for children to play safely next to the warm gentle waves. Friends and families can share an entertaining time together, while those looking for an upbeat experience will find a vibrant atmosphere at the ‘Sea Spice’ beach club, opening soon.

Day rooms and cabanas will allow residents and visitors to enjoy a carefree day by the sea from dawn until dusk, without straying too far from the convenience of the city. La Mer is also the perfect place for a walk along the beach, a swim in the sea or a dance on the beach. 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.

In addition to combining shopping, dining and leisure attractions, La Mer integrates minimalist and contemporary design elements. The existing beaches have been redeveloped to include showers, toilets with baby changing and disabled access, free wi-fi, 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. – TradeArabia News Service