Research ranks UAE as one of the most popular destinations for expansion and investment for international retailers, often serving as the entry point into the middle east region. Malls are still popular here, despite the rising E-retail.
E-commerce has been said to complement the mall industry in this part of the world while the trend for the malls across UAE has been to evolve into more than just shopping centres. The modern consumer seeks a place where they can socialise, spend time with family and friends and also be able to shop at the same time.
The changing consumer trends and expectations have led to malls across the UAE to incorporate entertainment, leisure, food, and more into their offerings which has effectively transformed them into family entertainment centres. The concept is sometimes also referred to as the “shoptainment”.
Al Jimi Mall, Al Ain
There has been a massive expansion to the Al Jimi Mall to turn it into more of an entertainment destination, enhancing the shopping experience it has to offer. The tremendous $272 million investment saw the addition of premium lifestyle and food and beverage brands bringing the total count of the brand stores available to 200. The mall now offers:
- 2 theatres by Rhodes. The facility brings an enticing combination of fine food and the latest films through a partnership with British Michelin-starred chef Gary Rhodes.
- A MAX cinema with its colossal screen for the blockbuster experience.
- A KIDS cinema offering a colourful and safe environment for kids.
- Four regular VOX Cinemas’ screens.
- Double the earlier car parking capacity adding more convenience to the overall experience.
Mall of Emirates
The Convivial MOE Club House
The club house is a one-stop destination for trendy urban dining experience, food experimentation with 3d printing, family games, activities for kids, and live entertainment. An assorted culinary and dine-in offering for the suave and urbane with discerning taste buds to engaging games and an immersive environment, it has it all under one roof.
Games at MOE
Indoor games such as billiards, foosball, pool and billiards at the “game room” provide a convenient setting for socialising and having a good time with friends. You can even challenge total strangers and end up bonding with them over games.
The Little Club House
This area, specially designed keeping kids in mind, provide a space for them to express themselves and to get their creative juices flowing. Arts and crafts experts constantly engage with the kids and guide their creative energies into pasta art, pot painting, cupcake decoration, etc. It also provides a mini market place for kids to sell their creations and to encourage their entrepreneurial spirit. The studious and philosopher kinds can find a quiet corner for themselves too in the ‘time to read section’ of the facility.
3D Printed Food
Get creative with the technology available and 3d print your customizable crepes and pancakes that will make for a perfect social media post as well.
West Food Court
The elevated food court provides a perfect place for a hearty meal with friends and loved ones along with an array of side features such as the “scrabble wall” to challenge your friends in a war of words or the “Read Wall” that has a number of interesting books to choose from. There are surprise “happy hours” with complimentary drinks and desserts while visitors are entertained by live musical and dancing performances.
City Centre Mirdiff
The City Centre Mirdiff in Dubai has also moved in a similar direction towards the family entertainment centre end of the spectrum from the traditional shopping feel.
It serves as a convivial venue for food festivals. The foodie hour from 3 to 5 on the weekdays draws huge crowds as they make the most of the “buy 1 get 1 free” offers.
“The outdoors” is a permanent feature which makes up a one-stop destination for all the gaming, entertainment and food needs. There is an array of restaurants and food and beverage brands, along with activities such as ice skating, arcade gaming zones, free play jungle themed course for kids, and VOX cinemas.
DFF Social hub
Keeping in line with the contemporary trends, the City Centre Deira too, has incorporated entertainment, food and culinary experience, games and learning into its offering with its DFF Social Hub.
- The “west court” with all the culinary offerings is often a receptive venue for the food festivals where cuisines from around the world are available along with creative culinary workshops.
- There is a ball pool for the competitive and gaming enthusiasts. Whoever locates the golden ball takes home a prize.
- The food truck serving as assorted variety of cuisine on rotation in the activity area is something of its kind.
- The culinary lessons for both adults and children during the festivals make it a venue for learning and creativity as well.
- The city centre Deira as part of its corporate social responsibility, invites its customers to distribute canned foods to the under privileged and the needy communities across UAE.
- It also holds “petting zoo” on the weekends which allows families to spend a wholesome and nourishing time together.
New developments in the offing
The mall owners, Majid Al Futaim Group have more developments lined up and work has kicked off already to add
- 25 new home ware and fashion brands
- 20 new F&B concepts such as home-grown restaurants, live cooking stations, and deli counters
- Add most relevant international brands and enhance the retail experience with more elevators and convenient shopping areas
The underlying ideology, as confessed by the managing director of the group, is to turn the malls into a community space that provides a closely tailored experience to the target customers in response to the changing consumer expectations from the malls and shopping centres.
