«JBR has had no new housing in 10+ years. Buyers who want beachfront need fresh stock.»
— DUBAI PROPERTIES · 2019 BRIEF
By 2018 JBR — Jumeirah Beach Residence — inventory consisted mostly of 2007–2010 vintage objects. The cluster had seen no fresh residence projects in over a decade. Dubai Properties acquired one of the last vacant plots on JBR territory and announced La Vie as an inventory refresh for the district.