Majid Al Futtaim unveils Mall of the Emirates expansion


September 28, 2015 | By RetailME Bureau

Majid Al Futtaim today unveiled the successful delivery of its ‘Evolution 2015’ redevelopment project at Mall of the Emirates marking the 10th anniversary of the mall. Adding 387500 sqft of retail, dining and entertainment experiences, Majid Al Futtaim’s design innovation has created an entirely new floor at Mall of the Emirates through an investment worth over AED 1 billion.

The new area — 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 including 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 Fashion’s existing brands Juicy Couture and Jane Norman.

Further 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 restaurants 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.

“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,” says Michael Cesarz, CEOof shopping malls at Majid Al Futtaim Properties.

The Evolution 2015 initiative has also added 1,300 shaded parking spaces with a dedicated entrance.  In addition there is the new luxurious valet parking experience, located adjacent to the Fashion Dome and Central Galleria. 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.

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