It is to be found in Jumeirah 1 where it stretches out into the sea between Pearl Jumeirah and Jumeirah Bay, built upon 13.4 million square feet of existing and reclaimed land.
La Mer has created almost 2.5 kilometres of new beaches and includes shopping, dining and entertainment areas. It is a variation on the successful theme pioneered by Meraas at its The Beach development alongside The Walk at JBR.
The first phase of La Mer opened on 15 October 2017. It comprises La Mer North and La Mer South with over 130 shops, cafés, restaurants, and beach activities.
The La Mer design is apparently inspired by ‘the way the sea embraces driftwood, timber, rusted metal, barrels and other items, brought by the tide to shore’, and this is what inspires the architecture and public spaces. It is an attempt to contribute to Dubai Tourism Vision 2020 by diversifying what Dubai has to offer.
Visitors will be able to hire day rooms and cabanas, and to risk their lives on a Hawa Hawa, an air-filled trampoline popular in Japan.
The second phase of La Mer is scheduled to open in 2018. Known as The Wharf it will include ‘industrial aesthetics’, aka rusty steel work, and a surf park. Eventually there will also be a hotel and housing located on two man-made peninsulas.