DUBAI, UAE - Prominent developer Dubai Properties, which developed the Jumeirah Beach Residence (JBR) project, comprising forty high rise towers housing 7,000 apartments, has announced it is building a new high rise tower in front of the JBR community.
The new 35-storey tower named La Vie will be located next to the low-rise beachfront Hilton Hotel, and alongside the twin multi-storey high-rise towers operated by Rixos Hotels.
The site was originally designated for one of a number of beachside parks and recreation areas for the JBR apartment owners and tenants, but after all sales of JBR had been completed, the developer scrapped the idea of parks and has gradually replaced each of them with super-sized towers blocking the views of the original owners and their tenants. Already built on the beach in front of JBR is the 35-storey Rixos Premium Dubai hotel, the 38-storey Rixos Premium Dubai residential tower, the 24-storey DoubleTree by Hilton hotel, and the 50-storey Al Bateen residential tower. Under construction on the beach in front of the JBR complex are the 43- storey JBR/1 residential tower, the 55-storey Corinthia Hotel, the 75-storey The Address Hotel & Serviced Apartments tower, the 75-storey The Address Residences tower, and now the 35-storey La Vie residences tower.
Dubai Properties at first slated this latest site for a low-rise (11 storey) hotel but has now decided to opt for a 35-storey tower comprising 1, 2, 3 and 4 bedroom residential apartments and penthouses. The developer has begun actively promoting off-the-plan sales in the last two weeks. The development is expected to complete in 2023.
Whilst JBR apartment owners have been deprived of their promised beach parks, the owners and tenants of the new La Vie will have "lush landscapes and BBQ area, long walkways and jogging paths, infinity pools with fabulous sea views, and shaded kids swimming pool and play areas."
Prices start from AED 1,385,000 ($376,000) for a tiny 850 square foot one bedroom apartment with no views.
The development is being billed as 'The last beachfront project in JBR.'
The embattled JBR owners are probably hoping that it is.
All they can say is: C'est la vie.