Majid Al Futtaim (MAF) plans to renovate the interiors of its first flagship mixed-use shopping destination, City Centre Deira, to add more retail outlets and launch a ‘food hall’.
The renovation is expected to be completed by the first half of 2020 and is estimated to cost around AED377mn. It will involve resizing some of the current brand outlets to optimise retail space.
Through the move, MAF hopes to introduce new brands that are “relevant to customers”.
According to an official company statement, the mall will introduce 25 new homeware and fashion brands and 20 new food and beverage concepts.
Also, some of the ‘key brands’ will be relocated for easier access and more escalators will be put in place for better mobility.
Besides these, the food courts at the mall will be replaced with a ‘food hall’ concept that aims to encourage socialising and engagement.
The food hall will feature home-grown restaurants, live cooking stations and deli counters, and the space is expected to become “the focal point of social activities for families and millennials looking for an experiential dining experience that is delicious, authentic and handcrafted,” said Fuad Mansoor Sharaf, managing director for Majid Al Futtaim Properties, Shopping Malls.
“This is the first such dynamic food hub in the Majid Al Futtaim portfolio,” he said.
The food hall will be designed with bold and colourful textures and will feature artworks as well as murals. The space will feature communal tables that encourage socialising and engagement, and offer live music, games and entertainment.
“Diners will be able to enjoy an array of food from independent and home-grown restaurants and cafes, along with street food and popular fast casual chains. Visitors can expect an immersive experience, which will change every season to maintain that element of surprise every time they visit,” the company statement said.
City Centre Deira is the flagship mall in the Majid Al Futtaim Properties portfolio.
It opened in August 27, 1995. It sees over 22mn visitors annually and has over 123,028sqm of retail space.
“City Centre Deira’s transformation project is a result of our customers’ changing habits and preferences. We want to develop a communal space that extends a feel-good factor with tailored, convenient and multisensory experiences,” Sharaf said.