COVEBEACH, Dubai’s original, premium beach club brand, today reveals the third and final phase of its highly-anticipated expansion at La Vie, JBR by introducing its stunning, new beachfront destination: ICONIC.

Officially open to the public on Saturday 12 April, the new space spans over 16,000 square feet, marking a bold new chapter in COVEBEACH’s legacy, and cementing its place as Dubai’s ultimate day-to-night lifestyle destination.

ICONIC Beach, with capacity for 250 guests across its sunbeds, daybeds and cabanas will open daily from 10am to sunset, bringing an unprecedented level of beachfront luxury to JBR. Elevating the experience even further are six private, temperature-controlled jacuzzi pools – all with uninterrupted views of the Arabian Gulf and Ain Dubai.

ICONIC Lounge, open daily from 12pm to late, is a beautifully-designed, temperature-controlled wooden structure, set right on the beach. Purpose-built to host both breakthrough and world-renowned DJs, the space features a state-of-the-art sound system and exceptional soundproofing, becoming Dubai’s first and only nightclub right on the sand, open all seasons.

With capacity for 400 guests and its own exclusive Belvedere Bar, ICONIC Lounge is the perfect place to seamlessly transition from sun-soaked afternoons to after-dark revelery. Serving specially crafted cocktails – best enjoyed aginst the backdrop of the stunning sunset – the bar will also offer premuium bottle service and an elevated food menu.

Adel Ghazzawi, Co-Founder, CoveBeach, said: “Over the last 11 years, COVEBEACH has defined Dubai’s beach club scene and with ICONIC, we’ve created another first for the city. Now complete, it is the only in and outdoor beach club that goes from day to night, seven days a week, situated right on the water’s edge.”

COVEBEACH’s signature parties, known and loved by its loyal visitors – including Rosé All Day and Rendevous – will be further energised across ICONIC, while brand new parties have been curated to ensure a sophisticated yet electrifying line-up every single day of the week.

COVEBEACH at La Vie, JBR is set on four levels measuring over 64,000 square feet. From the moment guests enter, they are transported into total beachfront indulgence, thanks to the the space having been meticulously designed with luxury at every touchpoint. The first level features COVEBEACH’s signature restaurant, SIERRA, with indoor and outdoor seating for 200 across an expansive upper deck, as well as its FUMAR Sheesha Lounge. A small staircase takes guests to a stunning, infinity pool complete with six luxury cabanas and over 40 singe and double day beds. With a designated family-friendly area, it’s the perfect place to soak up the sun and make memories to last a lifetime. Stepping down another level, the adults-only Rosé Lounge Pool, which opened earlier this year and comes complete with its own meticulously-designed Rosé Bar. Lastly, the beach, now home to ICONIC.

Arriving to the Dubai scene 11 years ago, COVEBEACH has firmly established itself as one of Dubai’s best beach clubs, welcoming more than 2 million guests, and holding a special place in the hearts of residents and tourists worldwide. Renowned for its 360° offer delivering exceptional, lifestyle, experiences across programming, entertainment, luxury, culture, and F&B, the brand continues to innovate and evolve, continuously setting the standard for excellence in lifestyle hospitality.

For reservations and bookings, guests can reach the team at +971 50 454 6920 or email at info@covebeach.com