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MAF: $102.6mn East Court redevelopment at City Centre Deira nearly complete

Project was in response to a shift in consumer preferences for personalisation and compelling experiences for shopping, dining, and entertainment

Upgrade works designed to improve the shopping experience at Majid Al Futtaim’s City Centre Deira are nearing completion.

The East Court redevelopment project has taken two years, is said to have cost $102.6m and is scheduled to open later this week.

The developer pointed out that City Centre Deira is reintroducing the ‘Home’ category after more than 15 years, and will open 35 new shopping, dining and entertainment outlets through 2020.

The focal point of East Court will be realised in September, as City Centre Deira anchors the shopping experience with the launch of a unique new F&B concept, Food Central, a first of its kind experience within the Majid Al Futtaim portfolio, the developer said in a statement.

“The culmination of more than two years’ worth of work and planning, the redevelopment of City Centre Deira enables us to keep pace with changes in modern consumer preferences. The project elevates the customer experience with an interactive multi-concept food hall and new brands to suit our customers’ evolving needs. As Majid Al Futtaim’s first flagship shopping mall, City Centre Deira will now offer a more memorable and convenient customer journey,” said Majid Al Futtaim Properties’ managing director (UAE, Oman and Bahrain Shopping Malls) Fuad Sharaf.

The redevelopment placed a large focus on improving mobility and enhancing the flow of footfall to key parts of the mall for a smooth shopping experience, the developer said.

He added, “As we open up the East Court, we are pleased to announce a seamless trajectory toward completion. The completion is testament to Majid Al Futtaim’s commitment to delivering on its promises. Ultimately, we seek to provide an innovative way of engaging visitors by creating a social space right among a popular and diverse retail mix.”

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