Majid Al Futtaim celebrates a new era of retail and entertainment through the completion of Mall of the Emirates expansion

• Design innovation enabled Majid Al Futtaim to create a whole new level as part of its Evolution 2015 AED 1 billion multi-stage redevelopment journey
• Creates an entirely new customer experience with zero service interruption within one of the world’s most successful retail destinations            

28 Sept, 2015: Majid Al Futtaim, the leading shopping mall, retail and leisure pioneer across the Middle East and North Africa, today unveiled the successful delivery of its Evolution 2015 redevelopment within luxury flagship Mall of the Emirates.  Adding 36,000 sqm of retail, dining and entertainment experiences, Majid Al Futtaim’s design innovation has created an entirely new floor atop one of the world’s most successful and best-loved retail resort destinations, through an investment of more than AED 1 billion.

Underscoring Majid Al Futtaim’s leadership in the retail sector, Evolution 2015 was meticulously developed to enable Mall of the Emirates to remain fully operational throughout redevelopment, a triumph of engineering and design.  As Majid Al Futtaim’s most viable option for expansion was upward, architects were tasked with creating a one-metre-thick deck on top of the existing structure, eliminating any load on the existing roof above anchor retailer Carrefour.  With a 3000-strong team working continuously for 18 months, Mall of the Emirates traded as normal throughout the redevelopment, logging 15 million man hours to construct two new domes, three major glass barrel roof lights, nine new bridges, and three escalators to seamlessly connect the extension to the existing mall.  The new area – the size of which is the equivalent of about nine acres or eight professional football fields -- offers space for a total of 40 retail outlets including more than 20 fashion retailers, some of which are entering the region for the first time, and 12 dining outlets all on the new third floor of the mall. 

Of the new retail and dining options, Majid Al Futtaim’s fashion business has introduced key brands entering the Middle East’s retail landscape via Mall of the Emirates’ Evolution 2015. These include premium British fashion house, AllSaints; yoga-inspired athletic apparel brand, lululemon athletica; and later this year, leading US specialty retailer, Abercrombie & Fitch. Other brands also debuting in the region include Seafolly and Omnia Baharat. They will be joined with new flagship stores from Majid Al Futtaim’s existing fashion brands, Juicy Couture and Jane Norman.

“The delivery of Mall of the Emirates’ Evolution 2015 is the latest milestone in Majid Al Futtaim’s culture and legacy of innovation in response to changing customer needs.  Our focus on premium quality of design, on the retail mix of luxury and dynamic new brands for our customers, on unique dining and entertainment experiences, and on convenience and accessibility, demonstrate Mall of the Emirates’ enduring status as the destination of choice for both residents and tourists,” said Michael Cesarz, Chief Executive Officer of Shopping Malls at Majid Al Futtaim Properties.

“To achieve Majid Al Futtaim’s stated objective to double the size of our business within the next five years, we will continue to evolve and enhance existing flagship destinations such as Mall of the Emirates while developing new retail concepts of different sizes and formats that fit the needs of the communities we serve throughout the region.  We will continue to innovate in our locations, retail mix, design, and integration with community needs to deliver the optimal customer experience and create great moments for everyone, everyday,” he added.

The new VOX Cinemas is the entertainment centrepiece of Evolution 2015 -- a 100,000 sqft entertainment destination with a completely revamped 24-screen VOX Cinemas, making it the largest complex in the Middle East featuring advanced technologies such as: the first and only IMAX with Laser screen in the Middle East; the largest VOX 4DX auditorium; the world’s first of its kind luxury cinema experience called THEATRE by Rhodes, combining fine food and film in a collaboration with Michelin Star Chef, Gary Rhodes; and two VOX Kids, colourful cinemas with an adjoining fun-filled party room for birthday parties.

New restaurant venues flanking the VOX Cinemas entry include Dean & Deluca, 800 Degrees, Eat Greek Kouzina, and Din Tai Fung, flooded with natural light from an innovative design feature that simulates al fresco dining in air-conditioned comfort.

Further enhancing accessibility and choice at Mall of the Emirates include the new luxurious valet parking experience, located adjacent to the Fashion Dome and Central Galleria, home to the regional flagships of brands including Burberry, Dolce & Gabbana, Fendi, Prada, Salvadore Ferragamo, and Tom Ford.  The Evolution 2015 initiative has also added 1,300 shaded parking spaces with a dedicated entrance.  A new taxi arrival facility next to Ski Dubai complements the mall’s direct link to Dubai Metro, delivering opportunity for growth in Mall of the Emirates’ footfall.

The completion of Evolution 2015 is the latest milestone in Mall of the Emirate’s 10-year anniversary, which celebrates a decade of innovation in retail, entertainment and hospitality as the Middle East’s first shopping resort destination.  Specially-created exhibitions, celebrity concerts, bespoke collaborations with luxury retailers, and rewards for the mall’s guests will continue to create great moments for visitors and mark Mall of the Emirates’ ten years of leadership as one of the world’s most recognized and successful malls.

Mall of the Emirates’ Evolution 2015 also supports Majid Al Futtaim’s development movement that has made significant contributions to the retail landscape of the region for the last 20 years, and have helped transform the face of Dubai and put the city on the map as a top global retail and tourist destination.