Majid Al Futtaim, the Emirati-owned, diversified lifestyle conglomerate operating across the Middle East, Africa and Asia, has announced an outstanding AED 5 billion investment to transform the landmark Mall of the Emirates into a next-generation lifestyle destination.
As part of the mall’s 20th anniversary, the project will introduce new retail, dining, wellness, entertainment, and cultural destinations — all in line with a bold vision to present a “Mall of New Possibilities.”
With this transformation, Mall of the Emirates will expand by 20,000 square meters, introducing 100 new stores spanning luxury, fashion, and lifestyle brands.
An initial AED 1.1 billion has already been committed to key enhancements currently in progress — including a state-of-the-art wellness club, a vibrant cultural hub, an eclectic dining precinct, and comprehensive infrastructure upgrades.
Read: Malls giant Majid Al Futtaim nets $9.23 billion in revenue for 2024
A magnet for entertainment
Majid Al Futtaim is also redefining its entertainment portfolio to cater to all ages, with four new entertainment concepts set to launch by late 2026.
VOX Cinemas has further enhanced its offering at the mall, debuting the world’s most advanced IMAX experience to deliver cutting-edge cinema for its audiences.
Khalifa Bin Braik, CEO of Majid Al Futtaim Asset Management, said: “Two decades ago, Mall of the Emirates set a new benchmark for retail and entertainment in the region. Today, we’re building on that legacy with a bold investment that redefines what a mall can be. This transformation goes beyond physical expansion — it’s about creating new ways for people to connect, unwind, and be inspired, all in one destination.”
“As we mark 20 years, our focus is firmly on the future. By introducing world-class wellness, cultural, and dining experiences, we’re enhancing quality of life and supporting Dubai’s vision as a global city — all while remaining committed to innovation and sustainability at every step,” he added.
Wellness centers
Among the upcoming features for the destination is the SEVEN Wellness Club, bringing premium fitness, spa, and recovery experiences to the Kempinski Hotel.
The “New Covent Garden” cultural hub, developed with Dubai Performing Arts Academy, will open in early 2025 and will include a 600-seat theatre and rehearsal spaces.
The CEO believes this transformation is part of creating a “Mall of New Possibilities.” What does that phrase mean in the context of retail today?
“Mall of New Possibilities is a bold refounding of a retail icon, blending our heritage of creating great moments with an AED 5 billion investment to deliver world-class experiences that redefine what a lifestyle destination can be.
“We are transforming the mall into an immersive lifestyle destination that goes beyond traditional shopping by creating elevated experiences blending retail, dining, entertainment, culture, and wellness, all while keeping the customer at the center of it. As we approach the mall’s 20-year milestone, this is our commitment to refounding together, uniting our teams, partners, and tenants to create a legacy of excellence that doubles our impact and sets a global benchmark for retail and leisure,” Bin Braik said.
“For this reimagination, we’re letting go of the ordinary and building the extraordinary, introducing first-of-their-kind experiences like New Covent Garden, A wellness hub, and an indoor-outdoor leisure space with casual dining, active entertainment, and attractions for all ages, including tweens, Gen Z, and families, all spread over both indoor and outdoor areas of the mall. The transformation will also include an additional 20,000 square meters of retail space, offering up to 100 new stores,” he added.
Elevating the lifestyle experience
As part of the transformation, a new indoor-outdoor precinct will bring together a vibrant mix of fast-casual dining and interactive entertainment — crafted to spark social connection and elevate lifestyle experiences. At its core, the mall’s first-ever outdoor F&B courtyard will make its debut in early 2027.
Designed as an adaptable, open-air space, it will evolve into a lush, green oasis during the cooler months, offering a refreshing new way to experience the mall’s dynamic and ever-evolving culinary landscape.
Today’s consumers are seeking more than just shopping, they want experiences. How is Majid Al Futtaim reimagining the customer journey through this transformation?
“This transformation aligns with our commitment to evolving consumer needs. Market research shows visitors now seek more than just shopping; they want unique experiences, cultural engagement, and seamless convenience. By combining global trends with local insights and focusing on enhancing the customer experience, we aim to maintain our position as a regional leader and continue to attract both residents and tourists.
“This transformation spans across three pillars: Enhancing the customer experience, reimagining physical spaces, and further developing our brand’s luxury and cultural footprint. Visitors can look forward to the following highlights:
- The multi-offering precinct: An indoor-outdoor leisure space with casual dining, active entertainment, and attractions for all ages, including tweens, Gen Z, and families, all spread over both indoor and outdoor areas of the mall. It will include the mall’s first outdoor F&B courtyard, set to transform during cooler months into a lush green oasis, offering visitors a new and inviting indoor-outdoor environment in the flagship mall.
- New Covent Garden – a world-class cultural hub: Opening in 2025, this will feature a state-of-the-art 600-seater theatre, dance studios, and the first international location of London’s iconic Pineapple Dance Studios.
- Expanded wellness offerings: A comprehensive Wellness Hub tailored for luxury fitness and relaxation.
- Refurbished West End and North End spaces: These areas will be redesigned to enhance navigation, atmosphere, and comfort for visitors looking for leisure and luxury experiences.
- Upgraded infrastructure: Partnership with Dubai Roads and Transport Authority (RTA) will create smoother traffic flow and improved mall ingress and egress.
- Adding 20,000 square meters of new retail space to further enhance the mall’s offerings and cater to evolving consumer demands.”
The investment also encompasses a complete revitalization of the West End district, reimagining its design and ambiance to establish a vibrant, modern social hub.
Infrastructure upgrades are already in motion, including the implementation of the barrierless parking system by Parkin, improved access roads, and bridge enhancements in partnership with Dubai’s Roads and Transport Authority — set for completion by September.
On the sustainability front
Sustainability is at the heart of the Mall of the Emirates’ transformation, with the integration of energy-efficient technologies, smart systems, and environmentally conscious design.
This reinforces Majid Al Futtaim’s ongoing commitment to creating innovative, inclusive, and future-ready destinations.
Majid Al Futtaim is adding 100 new stores across 20,000 square meters. What’s the company’s approach to curating the right tenant mix for this next chapter?
“Curating the right tenant mix isn’t just about filling space — it’s about crafting a meaningful experience. As we expand with an additional 20,000 square meters and 100 new stores, our approach is to provide customers with experiences that go beyond traditional shopping by creating elevated experiences blending retail, dining, entertainment, culture, and wellness, all while keeping the customer at the centre of it,” Bin Braik explained.
And with all these plans rolling out, Mall of the Emirates is poised to redefine the retail experience for the new generation.
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