City Centre Deira to open renovated East Court

June 10, 2020 | By RetailME Bureau

City Centre Deira, a Majid Al Futtaim shopping mall, is set to unveil its renovated East Court this week, as part of the AED377 million redevelopment project that is now nearly complete. The reveal will mark the culmination of a two-year-long project towards a renewed shopping experience and addition of the home category at City Centre Deira.

The focal point of the East Court will be realised in September as City Centre Deira will launch a unique F&B concept, Food Central, a first-of-its-kind experience within the Majid Al Futtaim portfolio. The Food Central will initially introduce Kitchen 35 and The Acai Spot, before the culinary destination fully opens in September.

Also read: City Centre Al Zahia to open in March 2021

The redevelopment project comes in response to a shift in consumer preferences for personalisation and compelling experiences for shopping, dining and entertainment. Through efforts to remerchandise and improve the mall ambiance, City Centre Deira is reintroducing the ‘Home’ category after more than 15 years.

This category will see the opening a total of 35 new shopping, dining and entertainment outlets through 2020. Newly added and refurbished outlets include Zara, Brands for Less, American Eagle and Sephora. The popular home furnishing store Home Centre and variety store HEMA have also opened at the mall, marking their debut in City Centre Deira. Centrepoint is set to open by the end of June.

“The culmination of more than two years’ worth of work and planning, the redevelopment of City Centre Deira enables us to keep pace with changes in modern consumer preferences. The project elevates the customer experience with an interactive multi-concept food hall and new brands to suit our customers’ evolving needs. As Majid Al Futtaim’s first flagship shopping mall, City Centre Deira will now offer a more memorable and convenient customer journey,” said Fuad Sharaf, managing director of UAE, Oman and Bahrain Shopping Malls at Majid Al Futtaim Properties.

The redevelopment has also placed a large focus on improving mobility and enhancing the flow of footfall to key parts of the mall for a smooth shopping experience. Through the introduction of additional elevators and escalators in the Centre Court, East Court and within Centrepoint and Food Central, customers can move effortlessly through the mall.

“As we open up the East Court, we are pleased to announce a seamless trajectory towards completion. The completion is testament to Majid Al Futtaim’s commitment to delivering on its promises. Ultimately, we seek to provide an innovative way of engaging visitors by creating a social space right among a popular and diverse retail mix,” Sharaf added.


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