This season, Dubai’s social elites can experience a slice of St. Tropez with the opening of Chouchou Dubai, the city’s first French beach house with a membership programme. Nestled along the pristine shores of J1 Beach at La Mer, this highly anticipated venue infuses the elegance and relaxed charm of the French Riviera into Dubai’s vibrant landscape. Brought to life by With Love Hospitality, Chouchou blends luxury with warmth and energy. Launching in early November 2024, this beach house will be the ultimate escape within the city.
The ground floor experience
Stepping inside this stunning two-story retreat, visitors are instantly transported to the laid-back atmosphere of the Côte d’Azur. The ground floor of Chouchou Dubai is designed for relaxation and connection, offering a casual outdoor living space that overlooks the white sands and crystal-clear waters of J1 Beach. Whether guests want to socialise by the pool or enjoy family time in a luxurious setting, the chic piscine and plage area is the perfect backdrop. The retro pool, surrounded by soft-cushioned benches, encourages both conversations and quiet moments, while the sun beds and cabanas create an inviting, toes-in-the-sand experience.
While the beach and first floor are reserved exclusively for members, Chouchou Dubai’s ground floor restaurant and bar are open to non-members. With a décor that blends earthy textures, vintage 70s vibes, the spot is likely to be all over your Instagram feeds from November. The menu, curated by renowned executive chef Valentin Bernigaud and French Michelin-lauded chef Joël Robuchon, showcases a rich array of time-honoured French favourites. From bouillabaisse to mille-feuille, the focus is on family-style dining, with dishes made to be shared and enjoyed together. The restaurant’s relaxed ambience encourages guests to linger, savouring every bite as if dining in the heart of the French Riviera.
A chic retreat at the first floor
As the sun sets, Chouchou Dubai’s first-floor members-only space transforms into an exclusive haven. Here, guests can enjoy the sultry glamour of French Riviera nights without leaving the city. Les Salons, an intimate bar and terrace overlooking the beach, offers the perfect setting for private gatherings, networking, or simply unwinding under the stars. With plush seating and a rotating lineup of DJs, the atmosphere is both cosy and sophisticated, reminiscent of the iconic clubs found along the Côte d’Azur.
At Les Salons in Chouchou, the cocktail experience is as refined as it is simple. Signature drinks like chocolate espresso cocktails and salted crème de café martinis are elegantly crafted, offering a nod to the indulgent nature of French Riviera living. The bar’s dedicated “Rosé! s’il vous plaît” menu adds to the charm, offering a collection of rosé-infused cocktails that capture the essence of sun-soaked summers. Guests can sip on expertly selected rosés while soaking up the views, making every evening at Chouchou Dubai feel like a glamorous affair along the shores of St. Tropez.
Exclusive member benefits at Chouchou Dubai
Chouchou memberships are priced at AED 15,500 for the year, or AED 24,500 per couple. You can also sign up for a family membership, which includes up to three children under 14 years old, for AED 45,500 annually. There’s also a one-time application admission fee of AED 10,500, which is redeemable on food and drinks. Members are permitted to bring up to three friends, who will need to purchase a day pass for AED 250 on weekdays or AED 350 on weekends.
Members will enjoy benefits such as 20 per cent off food and drinks, priority bookings and concierge service, affiliated benefits from partner wellness brands, invites to monthly members-only events, as well as exclusive access to the pool and beach, and first-floor venue.
The two-storey beach house offers members access to an array of curated experiences, from intimate wellness sessions to cultural events and artisan tastings. Whether it’s a morning filled with yoga and French pastries or an evening of live music and craft cocktails, the calendar at Chouchou is designed to cater to the refined tastes of its members. Family-friendly activities, cinema nights, and special soirées ensure that there’s something for everyone in this unique social circle.
