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Two decades after debuting an indoor ski slope that completely changed what a mall could be, Mall of the Emirates marks its 20th year by setting out an even bolder aim for fashion, culture, and community, unveiling a Dhs5 billion transformation and a month of live spectacles.
September’s anniversary was talked about across the city. Vertical dance troupe Bandaloop scaled the mall’s façade on the 20th, fashion shows unfolded under the Fashion Dome on September 13 and shoppers were treated to a one-day burst of 20x SHARE points across stores. Activations such as AllSaints’ customisation lab took place side by side, all adding to the experience.
The moment to watch out for, however, is the mall’s next big act. Presented as “The Mall of New Possibilities,” the redevelopment adds 20,000 square metres and 100 new stores, alongside named arrivals such as Primark, Ulta Beauty, Skims, Gray Wellness Club, and Bred Bakery.
A new district styled as a reimagined Covent Garden will feature a 600-seat theatre, dining concepts, and spaces that blend indoors and outdoors, while a wellness section introduces restorative experiences alongside the retail offerings. Additionally, VOX Cinemas will unveil four new entertainment concepts by late 2026, including what’s billed as the world’s most advanced IMAX and the region’s first dinner IMAX.
Since its opening in 2005, Mall of the Emirates has been renowned for a number of world-firsts: Ski Dubai redefining leisure, while the Fashion Dome positioned the venue as a destination for luxury design houses.
For Dubai, a city where malls double as social venues, the destination’s growth plan is bound to become an example of where luxury experiences should be heading.
