J1 Beach

Art Direction: Oui Agency
Brand Guidelines: Luca Landini
Collaterals: Luca Landini

Dubai, 2023

The project has been done in collaboration with Oui Agency, which developed the Art Direction and the logo design.

Formerly known as La Mer, the iconic beach area in Dubai has undergone a rebranding initiative and is now known as J1 Beach. This rebranding effort aims to reflect an exquisite and luxurious ambience inspired by the French Riviera.

The brand's elegance captivates guests, immersing them in a refined environment featuring a diverse array of globally inspired restaurants and bars, promising an unparalleled dining experience.

Photography played a significant role in capturing the luxurious and elegant essence central to the J1 Beach brand identity.

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Shaping a refined look and feel, inspired by the elegance and allure of the French Riviera.

This refined identity extended beyond the brand visuals into every customer touchpoint—from the tailored service uniforms that reflect understated luxury, to the elegantly branded buggies offering seamless mobility. Even the hoarding design was carefully considered, setting the tone for what’s to come with a sophisticated and cohesive presence on-site.

*Disclaimer: Video property of Oui Agency

Visitors Website

Website link

UX/UI Design

The website was designed with a refined, minimal aesthetic that echoes the effortless sophistication of the French Riviera.

Clean lines, soft color palettes, and thoughtfully spaced layouts create a sense of calm and clarity, allowing the content to breathe.

Subtle interactions and elegant typography evoke the region’s timeless charm—delivering a digital experience that feels both luxurious and approachable.

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