Project is expected to be completed in the first half of 2020, with the mall remaining open throughout the redevelopment
Majid Al Futtaim has announced that they are embarking on a $102.6 million redevelopment of the region’s first flagship shopping mall, City Centre Deira with a dynamic multi-concept food hall, new brands and F&B outlets.
As part of the redevelopment project, the mixed-use shopping destination will see 25 new homeware and fashion brands and 20 new F&B concepts, which will include homegrown restaurants, live cooking stations and deli counters. This will complement the recent expansion of its entertainment and leisure options – a larger Vox Cinemas and the opening of the Aloft Hotel last year, Majid Al Futtaim said. The developer is also looking to enhance shopping experience for customers by optimising the retail space and re-locating key brands for easier access as well as improve mobility by introducing escalators and enhancing traffic flow to key parts of the mall.
“City Centre Deira’s transformation project is a result of our customers’ changing habits and preferences,” said Fuad Mansoor Sharaf, managing director for Majid Al Futtaim Properties, Shopping Malls (UAE, Bahrain & Oman). “Our customers want to see new ideas and stories, so for us to stay relevant we have to always invest in the business and we strongly believe in this investment, which is more than 100 million dollars. This project will extend a feel-good factor with tailored, convenient and multisensory experiences by focusing on three areas- the food hall, vertical transportation and re-merchandising which will impact about 30 percent of the mall.”
The food hall will be designed with bright textures and colours through artworks and murals while visitors can expect an immersive experience which will change every season to maintain an element of surprise. Communal tables and counter-top dining will encourage socialising and engagement while the open space will provide kids to play freely, the developer added.
Sharaf said that he expects this space to become the focal point of social activities for families and millennials looking for an exceptional dining experience that is delicious, authentic and handcrafted.
“City centre Deira has been through more than 10 redevelopments over the years, so this is a mall that has been open to investing on a regular basis, to make it relevant to the customers as well as serve them,” concluded Sharaf.