Dubai ruler Sheikh Mohammed Bin Rashid Al Maktoum and Hollywood superstar Will Smith. Dubai ruler Sheikh Mohammed Bin Rashid Al Maktoum and Hollywood superstar Will Smith.

A new 1km-long mall built along JBR’s beachfront is expected to be open in a fortnight after a soft launch Sunday attended by Dubai ruler Sheikh Mohammed Bin Rashid Al Maktoum and Hollywood superstar Will Smith.

Known as The Beach, the Meraas Holding development is a low-rise building running from the Hilton Hotel at one end to the Sheraton Hotel. The project has been developed in tandem with an ongoing upgrade to Dubai's JBR which will also include a new beachfront hotel.

Exclusive pictures of the event from Arabian Business show Sheikh Mohammed touring Dubai’s newest tourist attraction, with Smith also in attendance after his second visit to Dubai in as many months.

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Last month the actor was in Dubai to celebrate his singer friend Tyrese Gibson’s birthday in which the pair was snapped at a number of Dubai attractions, including skydiving at Inflight Dubai with Shaikh Hamdan Bin Mohammad Bin Rashid Al Maktoum, Crown Prince of Dubai.

According to the Meraas website, The Beach project is formed around a pedestrian esplanade that meanders between four distinct plazas.

It will create more than 70 brand new retail, food and beverage and entertainment outlets.

Those who attended the launch were told the mall would open in two weeks.

“The Beach will include a dynamic mix of top brands and attractions offering everything from casual eating, signature fine dining, luxury retail and a range of attractions in the exciting entertainment zone language of the architecture transitions from the traditional luxury zone to the exciting entertainment zone at the opposite end keeping an underlying and consistent framework to ensure overall cohesion,” Meraas says on its website.

The project is the latest in a series of plans for the JBR area of Dubai.

Dubai Properties Group last year announced a revamp JBR’s popular ‘The Walk’ retail and hospitality venue, including installing escalators to entice visitors up to the plaza level and a new hotel and beach club along the beachfront.

DPG also announced plans for a new boutique hotel and beach club located between the Hilton Dubai Jumeirah and the newly constructed Al Fattan Crystal Towers.

Last year Sheikh Mohammed approved plans for another Meraas project - a AED6bn ($1.6bn) island development off the coast of JBR, including what will be the world’s tallest Ferris wheel.

The Bluewaters Island project will be one of the largest tourism hot spots in the world, according to the Dubai-based developers Meraas Holding. Revealing the project, Meraas said the Dubai Eye would cost AED1bn and be the feature of the development.

Taziz, the management company responsible for JBR, said last year various bodies were also looking to tackle the increased traffic problem in the area in light of the recent high profile developments planned offshore and along the beachfront.