FRSH RETURNS TO COVEBEACH: DUBAI’S BELOVED WEEKEND PARTY IS BACK
FRSH is coming home.
The UAE’s iconic homegrown party brand makes its return this October at the all-new CoveBeach, La Vie, JBR.
Since 2018, FRSH has been one of Dubai’s most recognisable weekly events, known for its nostalgic sounds, high-energy crowd, and sense of community. Now it’s back for a new season, taking over Saturdays and reigniting the city’s beachside nightlife.
Back to Where It All Began
The relaunch kicks off on Saturday, October 4th, with FRSH returning to its birthplace at CoveBeach.
“FRSH was born at CoveBeach, and it’s only right that we bring it back,” says founder Dany Neville. “Back to the roots, back to togetherness, where the only thing that matters is being around our people and community that we love the most.”
CoveBeach co-founder Adel Ghazzawi adds: “FRSH is part of the DNA of CoveBeach. This isn’t just another event, it’s a cultural anchor that we helped grow from day one. The energy, the community, the creativity, it all started here. We’re incredibly proud to welcome FRSH home as the first major activation at CoveBeach at La Vie.”
Sunset to Late-Night Energy
This season, FRSH shifts to Saturdays, starting at 4pm to capture golden hour, before running into the night. Expect the familiar mix of nostalgic tracks, fresh cuts, and a dance floor full of people ready to move.
Launch Date: Saturday, October 4th, 2025
Venue: CoveBeach, La Vie, JBR
Time: 4pm till late
