01 November 2019

Al Futtaim, a leading business group in the region, has announced that its key development, Dubai Festival City Mall, has begun a major ambience upgrade and retail announcements to deliver on its brand promise of Exceptional Experiences.

Following the completion of its Dh1.5-billion ($408 million) expansion programme in December 2016, the retail giant is now investing again, to deliver across important retail precincts.

The plans focus on key precincts such as a full design enhancement of Festival Bay, parking expansion with improved navigation, customer wayfinding and lighting as well as enhanced VIP Valet which will receive renewed finishes and lighting improvements to create a “five-star” drop-off experience, says Al Futtaim.

Major infrastructure works have built new sight lines into the mall interiors created by the removal of redundant and obstructive structures, as well as the introduction of glass railings and shopfront enhancements, it states.

After extensive consumer research into what customers want from malls, Dubai Festival City Mall has introduced a new furniture aesthetic across the entire destination, providing 50 per cent more seating for customers to relax in during their visit.

The research also highlighted the demand for connectivity, which the new furniture addresses through providing access to the mall WiFi as well as USB ports and chargers.

Following the opening of popular kids’ concepts like Stay n Play, Dubai Festival City Mall’s entertainment offering will continue to expand with first-to-the-region family entertainment offerings from global brands set to be announced later this year for opening in Q2 2020.

“At Dubai Festival City Mall, we believe in creating exceptional experiences and social moments for our customers – that is what sets it apart from any other retail destination,” says Timothy Earnest, the group director, Al Futtaim Malls.

“Our offering has grown from strength to strength and we strive to continuously evolve to deliver an enhanced customer experience. Over the coming year, we will continue to select the best brands in retail to be part of our development and we will be introducing unique family entertainment concepts that complement our expansive dining and retail mix,” notes Earnest.

The Imagine show, the two-time record-breaking visual and sensory extravaganza which plays live every night on the iconic Festival Bay, is set to receive a major overhaul. The bay itself will also receive façade enhancements including improved event lighting and LED screens that create a “dwell environment” for visitors. For major events, Festival Bay has a capacity for up to 10,000 people, it states.

The mall enhancements are set to be completed in 2020 in time to welcome guests for Expo 2020, kicking off in October, it adds.  

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