Publsh Group has unveiled the latest campaign for SOLAYA, a private collection by MERAAS, which is the latest ultra-luxury brand to take over Dubai’s J1 Beach. This reinforces the destination’s growing reputation as one of the city’s most prestigious addresses for digital storytelling.
Following the success of the Prada Beauty campaign, SOLAYA joins some elite brands to advertise across Publsh’s exclusive digital network. This marks another milestone in agency’s mission to redefine how luxury brands show up in the region.
For Publsh, the campaign highlights a continued alignment with some of the world’s most aspirational names. The creative communications agency holds exclusive digital media rights along the J1 beachfront, where 12 large-format screens and 17 display faces frame the shoreline.
Kushal Desai, Managing Director and Co-founder of Publsh Group, said, “Every brand that comes to J1 Beach recognises what it stands for. It is where creativity, lifestyle and influence meet. SOLAYA by Meraas fits that perfectly. It is not just about being seen here, it is about being part of the story.”
The installations have turned J1 Beach into a living showcase for creativity, design and innovation, giving brands a powerful canvas to engage one of Dubai’s most affluent audiences.
The ultra-luxury development features 234 residences, each designed as part of an intimate coastal community that celebrates privacy, architecture and craftsmanship.
Located beside some of the city’s most celebrated dining and leisure venues including Baoli, Gigi, Gitano and Sirene by Gaia, J1 Beach blends lifestyle and visibility in a way few environments can, resulting in a destination where brands are displayed and experienced.
SOLAYA by Meraas fits naturally into this landscape. With starting prices from AED 26 million, SOLAYA represents the highest expression of Meraas’ design-led philosophy and its commitment to creating timeless spaces.
Sagar Chotrani, CEO and Co-founder of Publsh Group, said, “When we started building this network, the goal was to create a space where brands could live within the environment, not just appear in it.”
With additional high-end partnerships set to be announced soon, J1 Beach aims to set a new benchmark for out-of-home storytelling in Dubai – a destination where some of the world’s most influential brands meet some of the region’s most discerning audiences.
Earlier this year, in July 2025, Publsh Group has secured a five-year agreement with Merex Investment for digital activations at Jumeirah’s J1 Beach, a beachfront destination in Dubai.
The deal makes Publsh one of the first media groups to lock in long-term digital rights at a place inspired by the elegance of the French Riviera, which aims to attract a discerning global audience.
CREDITS:
Client: SOLAYA, a private collection by Meraas
Creative communications agency: Publsh Group
