To mark its 20th anniversary, the Mall of the Emirates is set to undergo a historic transformation. The group Majid Al Futtaim, a pioneer in the fields of commerce, retail and entertainment in the Middle East, has announced an investment of 5 billion dirhams aimed at turning the famous shopping centre into a a new-generation lifestyle destination.
More than just a physical expansion, this project, dubbed “Mall of New Possibilities” marks a complete overhaul of the customer experience, combining shopping, wellbeing, culture and innovation.
An ambitious, multi-sector expansion
At the heart of this transformation, 20,000 m² of additional retail space will be added, enabling the opening of 100 new shops in the sectors of luxury, fashion and lifestyle. The aim is clear: to expand the range of products and services on offer to meet the demands of an increasingly discerning clientele, whilst creating an immersive and modern shopping environment.
At the same time, AED 1.1 billion have already been allocated to several key projects: a new luxury wellness club, a immersive cultural centre, some indoor/outdoor dining areas, as well as infrastructure improvements ideas to make the website more accessible.
Well-being and culture at the heart of the revival
Among the new offers, the SEVEN Wellness Club will play a central role. Based within the Kempinski Hotel, it will offer a premium experience combining fitness, spa and recovery treatments, in an exclusive setting designed for wellness enthusiasts and visitors keen to maintain their physical and mental well-being.
Another flagship project is the “New Covent Garden” cultural hub”, developed in partnership with the Dubai Performing Arts Academy, is set to open in early 2025. This complex will include a a 600-seat theatre as well as rehearsal spaces, making the Mall of the Emirates a place where shopping and artistic expression coexist harmoniously.
A new culinary and social scene
The redevelopment of the town centre also includes a new indoor-outdoor dining area, designed to encourage people to meet and create opportunities for socialising. Scheduled for early 2027, this new F&B area will include the the centre’s first outdoor courtyard, convertible into green oasis during the cooler months of the year. This innovation will provide a an open, modern and refreshing culinary experience, in line with changing consumer expectations.
A new era for entertainment
The Mall of the Emirates also means reinvente its entertainment offering. No fewer than four new concepts will be launched by the end of 2026, aimed at all audiences. The cinema experience will also be reimagined with the arrival of the world’s most advanced IMAX cinema at VOX Cinemas, offering visitors an unrivalled immersion in the world of cinema.
The West End district The centre will also undergo a complete overhaul, with a modernised atmosphere and a new architectural style to transform it into a genuine social hub.
Accessibility, innovation and sustainability
As regards infrastructure, work currently underway includes the installation of the Parkin smart barrier-free parking system, improvements to access roads, and the modernisation of bridges in collaboration with the Dubai RTA. These changes are expected to be completed by September.
Finally, in keeping with its environmental commitments, Majid Al Futtaim is fully committed to sustainability as part of its vision. The project will include energy-efficient technologies, some smart systems and an environmentally friendly design, aimed at making the Mall of the Emirates a an inclusive, responsible and resolutely forward-looking environment.
Conclusion
With this far-reaching transformation, The Mall of the Emirates is establishing itself as a pioneer of innovation in the retail and lifestyle sector in the Middle East. This bold project redefines the customer experience by combining shopping, wellbeing, culture and entertainment all in one place, in perfect harmony with the ambitions of Dubai: a symbol of modernity, excellence and international appeal.
