Mall of the Emirates, one of Dubai’s most iconic shopping destinations, is embarking on a historic transformation with a record AED 5 billion investment by Majid Al Futtaim. Marking its 20th anniversary, the mall is preparing to redefine the future of retail, wellness, dining, and cultural experiences, setting new standards for lifestyle destinations across the region.
A Vision for the Future: “Mall of New Possibilities”
According to Khalifa Bin Braik, CEO of Majid Al Futtaim Asset Management, the transformation represents more than just physical expansion — it symbolizes a bold reimagining of the customer experience. The new concept, titled “Mall of New Possibilities,” focuses on blending luxury retail with world-class wellness, entertainment, and cultural attractions.
The expansion will add 20,000 square meters to the mall, featuring 100 new stores that cater to luxury, fashion, and lifestyle enthusiasts. With consumers now seeking memorable experiences rather than just traditional shopping, the Mall of the Emirates is set to deliver on every front.
Key Highlights of the Mall Transformation
1. Expansion of Retail and Lifestyle Offerings
The mall will host an additional 100 premium retail outlets, giving visitors access to a broader range of global brands. This expansion will further strengthen the Mall of the Emirates’ position as a leader in luxury shopping and lifestyle experiences.
2. New Cultural Hub: New Covent Garden
A major addition is the New Covent Garden cultural precinct, developed in collaboration with Dubai Performing Arts Academy. Opening in early 2025, it will feature:
- A 600-seat state-of-the-art theater
- Rehearsal spaces
- Dance studios
- The first international branch of London’s iconic Pineapple Dance Studios
This hub will offer visitors rich cultural engagements, including live performances, workshops, and events.
3. Wellness Redefined: SEVEN Wellness Club
The new SEVEN Wellness Club at Kempinski Hotel will offer luxury fitness, spa, and recovery experiences. Catering to Dubai’s health-conscious residents and tourists, the club will combine premium wellness with relaxation under one roof.
4. Entertainment Evolution
VOX Cinemas at the mall will introduce the world’s most advanced IMAX experience, delivering cutting-edge entertainment. Additionally, four new entertainment concepts designed for all ages are set to launch by late 2026, creating memorable family-friendly experiences.
5. Indoor-Outdoor Leisure Precinct
For the first time, Mall of the Emirates will feature an outdoor F&B courtyard — an open-air space offering vibrant fast-casual dining and interactive entertainment. Designed as a lush green oasis during cooler months, it will redefine dining and leisure experiences in Dubai.
Infrastructure and Sustainability Upgrades
To support the transformation, significant infrastructure upgrades are underway:
- A barrierless parking system by Parkin
- Improved access roads and bridge enhancements in partnership with Dubai’s Roads and Transport Authority (RTA)
- Enhanced ingress and egress solutions for better traffic flow and visitor convenience
All developments emphasize sustainability, aligning with Dubai’s vision of being a leading global city.
Khalifa Bin Braik’s Vision: Building the Extraordinary
Speaking about the ambitious redevelopment, Khalifa Bin Braik said:
“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.”
He emphasized that this transformation is not just about building bigger spaces but creating deeper, more meaningful connections with customers — making the mall a space for inspiration, connection, and unforgettable moments.
Why This Transformation Matters
Today’s consumers expect more from shopping malls — they want entertainment, culture, wellness, and a sense of belonging. Mall of the Emirates is positioning itself to meet and exceed these expectations, ensuring it remains a must-visit destination for residents and tourists alike.
With these bold changes, Mall of the Emirates continues its legacy of innovation, customer-centricity, and excellence, shaping the future of retail and lifestyle in Dubai and beyond.
Conclusion
The AED 5 billion transformation of the Mall of the Emirates is a game-changer for the retail and lifestyle industry in the region. By combining luxury shopping, world-class wellness, immersive entertainment, and vibrant culture under one roof, Majid Al Futtaim is setting a new benchmark for what a shopping mall can be in the 21st century.
As Dubai evolves into a global hub of innovation and lifestyle, the Mall of the Emirates stands ready to lead the way with its bold new vision.
