A low-rise, deliberately scruffy-chic beachfront district built by Meraas on a previously undeveloped stretch of Jumeirah: street-art murals, beach clubs, casual restaurants, and a public beach. Built to feel less polished than Dubai's usual.

The area has been steadily redeveloped and rebranded over the years, but the idea — a walkable beach hangout rather than a hotel strip — is the point.