Mall of the Emirates phase 2 revamp underway, says MAF



Majid Al Futtaim, the Dubai-based shopping mall, retail and leisure firm on Tuesday announced that the second phase of the redevelopment of Mall of the Emirates is underway.

Phase two will see the mall expand by a gross leasable area of 25,000 sq m to include a new VOX Cinema, retail anchor stores as well as new lifestyle options, and a range of dining choices.

With a phased completion with elements unveiling by mid-2015, the Evolution 2015 initiative will see the launch of brands making their debut in the Middle East in an investment of more than AED1 billion ($72 million), the company said in a statement.

In light of the recent announcement that Apple open their first Middle East retail outlet next year in the UAE, the Mall of Emirates might be a likely location for the much anticipated store opening.

Phase two follows the launch of the AED100 million Fashion District earlier this year which includes several cafes, contemporary fashion labels and debut brands.

“In embarking on phase two of Evolution 2015 at Mall of the Emirates, we have surveyed the needs of our two key audiences – guests and retailers – to see how we can best meet their changing needs,” said Dimitri Vazelakis, executive managing director, Shopping Malls for Majid Al Futtaim – Properties.

“More space for luxury maisons, the introduction of new fashion brands, an enhanced dining experience and a state-of-the-art cinema destination – these are some of the most anticipated elements, and what we are turning into reality at Mall of the Emirates today.”

With fashion accounting for almost half of Mall of the Emirates’ current sales, Evolution 2015’s phase two will see more spacious premises for some premium brands alongside fashion lines choosing the mall as their regional launch platform, MAF said in the statement.

The new VOX Cinemas experience will feature 24 screens, advanced technologies including VOX MAX large-scale screens, and an expanded VOX GOLD premium experience, it added.

New food and beverage options will also be included in the second phase of development, the company said, adding that parking for more than 1,300 cars as well as new prayer rooms will also feature.

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