01 August 2012

THE IMG Group has broken ground for a major new indoor family entertainment centre, having recently concluded a licence agreement with Marvel Entertainment to build and operate the Marvel Adventure in Dubai.

The centre, which is scheduled to open by the end of 2013, will be housed within a large fully-enclosed themed family entertainment destination in the City of Arabia development along Emirates Road in Dubai. It is part of an ongoing development that is set to be the region’s largest entertainment destination.

The 350,000-sq-ft Marvel centre will include retail outlets, dining facilities and a range of interactive entertainment experiences featuring Marvel characters.

The overall facility for the themed entertainment destination will be in excess of 1.2 million sq ft in its first stage and will be the largest temperature-controlled indoor entertainment destination in the world.  It is designed to attract 10,000-plus visitors per day. 

“We are pleased to collaborate with Marvel for our multi-faceted themed family entertainment destination. This will be one part of the region’s largest temperature-controlled entertainment destinations that IMG is developing, which is sure to be a strategic landmark in Dubai, appealing to the region as well as other parts of the world,” said Ilyas Galadari and Mustafa Galadari from the IMG Group, a multi-faceted organisation.

The initial plans for the family entertainment centre include merchandise and retail outlets stocking a full range of Marvel merchandise, food and beverage facilities covering a wide range of international cuisines, interactive entertainment experiences based on Marvel characters and acres of common areas and facilities.

“Following the outstanding global and local box office success of Marvel’s The Avengers, and the strong affinity for Marvel in the UAE, we are thrilled to be working with the IMG Group to bring some of Marvel’s most popular characters to families, especially children, across Dubai,” said Simon Philips, president of Marvel Entertainment International. “Whether it’s having fun at one of the entertainment experiences, hanging out with friends and enjoying a meal or collecting the latest Marvel gadgets and action figures, there is truly something for everyone at Marvel Adventure.”

The Marvel name and characters have been licensed to the IMG Group by Marvel Entertainment. Marvel Adventure is owned, managed and operated by the IMG Group, which has developed the complex including the interactive entertainment experiences.

The massive facility is also expected to generate a significant demand, in the vicinity, for hotels and hotel apartments, along with other retail and leisure components.

The IMG Group has a diversifed business portfolio that includes real estate development, agencies, hospitality, food storage, gems and jewellery, automobiles and transport.

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