Launch of ‘Perfume Avenue’ at City Centre Mirdif unwraps the Art of Fragrance this DSF

The 21^st edition of Dubai Shopping Festival (DSF) has entered its final stages in grand style, with the opening of ‘Perfume Avenue’, which was launched on 26 January at City Centre Mirdif in the presence of H.E. Laila Mohammad Suhail, CEO of Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM), and the organisers of DSF, and Ibrahim Saleh, Festivals Coordinator General at DFRE. The Guest of Honour at the event was Arab superstar and perfume expert and connoisseur Majid Al Muhandis.

The launch event attracted a number of perfume lovers to City Centre Mirdif – the flagship venue of the range of Perfume-themed events of DSF and one of the malls of MAF Properties, a Strategic Partner of DFRE..

DSF 2016 has further enhanced the shopping experience for visitors from around the world, with a number of Perfume-themed activations bringing international celebrities and influencers closer to their fans in Dubai during the festival’s final stretch. Running under the tagline ‘Unwrap The Art of Fragrance’, the array of Perfume-themed events draw attention to Dubai’s thriving perfume business, which offers a vast selection of top perfume brands and fragrances to shoppers.

H.E. Laila Mohammad Suhail, CEO, DFRE, said: “We are pleased to enter the final stages of Dubai Shopping Festival 2016 with the launch of Perfume Avenue at City Centre Mirdif that will witness the participation of a number of renowned celebrities, experts and influencers. With Dubai already home to a number of top international and home-grown perfume retailers and brands, the Perfume-themed events offer DSF shoppers an excellent opportunity to explore and sample their favorite fragrances first-hand while also getting the chance to participate in various expert talks, workshops and other interactive activities. We invite residents and visitors to make the most of this exciting final week of DSF and enjoy the many activations taking place across the emirate until 1 February”.

Shoppers were able to see Mthayel Al Ali, an Emirati perfume-loving blogger, talking about perfumes before Majid Al Muhandis made his stage appearance, followed by a Meet & Greet with fans. Majid Al Muhandis.expressed his admiration of Perfume Avenue, pointing to the fact that the line up of perfume makers  being hosted was impressive and wished Dubai Shopping Festival great success during its 21^st edition.

The launch of the Perfume Avenue also saw shoppers welcome Victoria Christian, ambassador for Christian Clive, and daughter of the creator of the most expensive perfume in the world. Victoria kept the audience attentive as she spoke about the perfume which has entered the Guinness Book of Records. She explained that the reason for the perfume being so expensive is because every drop of the perfume contains hundreds of rare flowers. The perfume is said to be used by Queen Elizabeth herself after she asked for it to be created.

The golden perfume bottle is embedded with diamonds and when she sprayed the perfume on the audience it was a rare opportunity for them to take in this one of a kind scent.

During her talk Victoria gave invaluable advice about picking the right scents to use, and also advised shoppers to not put on any perfume when they go perfume shopping and to make sure that the perfume you buy matches your personality and your mood and to not smell coffee between smelling scents on a perfume shopping spree.

Sultan Al Sewedy, owner of perfume brand Lootah, shared his family’s story with perfume, which started with his grandfather Saleh Lootah in 1957, with audiences who gathered at City Centre Deira. Al Sewedy explained how he improved the perfume making process by taking the set-up from being a home laboratory, to a proper business that entered the retail market under the label - ‘Lootah’. With Al Sewedy’s ambition to grow the business the brand is now becoming highly acclaimed and considered to be a high-quality brand amongst perfume aficionados.

Al Sewedy expressed his happiness to partake in Perfume Avenue during the 21^st edition of the Dubai Shopping Festival, likening the activation to a rare museum that is home to the rarest of scents and thanking all those who worked to make this happen, from DFRE to the City Centre Deira audience.

Throughout the remaining days of DSF, ‘Perfume Avenue’ at City Centre Mirdif will host influencers, celebrities, perfume experts and perfume exhibitions along with daily programs that include private expert talk sessions on perfumes, entrepreneur sessions, private perfume launches and perfume-making workshops. DSF shoppers can look forward to a number of special guests including the celebrated perfume maker and brand owner Roja Dove who will unveil some of his latest perfumes for the first time ever. Shoppers also have the chance to meet the celebrated Victoria’s Secret model Alessandra Ambrosio who will be making a special appearance at Perfume Avenue on 29 January to share her expertise with fans.

DSF’s Perfume Avenue will feature a Pop-up Market, Exclusive Exhibition of Roja Dove Perfumes, Annick Goutal Historical Exhibition, 10 Most Expensive Perfumes Exhibition, Paris Gallery Niche Perfume Stand and Ajmal Perfume Museum.  

Other Perfume-themed activations include the display of the ‘Biggest Perfume Bottle’, ‘Biggest Perfume Spray’, stage activities and a number of retail store initiatives including Paris Gallery Retail Podium at Dubai Festival City Mall, ‘Areej – Find Your Edge’ activities at City Centre Deira, Dubai Festival City Mall, The Dubai Mall, Mall of the Emirates, City Centre Mirdif, THE BEACH – opposite JBR, CITY WALK and Dubai Marina Mall as well as the ‘Harvey Nichols – Frederic Malle Signature Fragrance’ activation.

DSF 2016 is taking place under the theme “Unwrap The Exceptional” until 1 February – inviting residents and visitors from around the world to enjoy many unique and memorable shopping, winnings and entertainment experiences.