Mall of the Emirates (MoE) in the UAE is marking its 20th anniversary with a comprehensive Dh5-billion renovation and a series of entertainment events. Since its opening in September 2005, the mall will introduce over 100 new stores alongside various cultural, wellness, and dining innovations after the upgrade.
The New Covent Garden, featuring a 600-seat theatre for world-class productions, held a soft launch in June. The venue has already hosted several performances.
It also hosts the first international branch of Pineapple Dance Studio, a renowned London-based studio used by celebrities like Madonna and Beyoncé for rehearsals.
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The renovation will introduce a state-of-the-art wellness precinct, a new indoor-outdoor space, and immersive entertainment experiences. The official unveiling of these new facilities is set for later this year. In a statement to Khaleej Times, Majid Al Futtaim, the mall’s owner and operator, highlighted that visitors now desire more than just shopping, seeking unique experiences, cultural engagement, and seamless convenience.
For the past two decades, MoE has been more than a shopping center, setting benchmarks with innovations like the region’s first indoor ski resort, Ski Dubai. With five slopes of varying difficulty, a snow park, and penguin encounters, it remains a top tourist attraction. This bold investment and redesign are the next steps in the mall’s evolution.
Anniversary Celebrations
To celebrate its 20th year, MoE has organized a month-long program. The first event kicks off on Saturday, September 13, with a fashion show under the iconic Fashion Dome. The Fall/Winter 2025 collection will debut at THAT Concept Store from 4pm to 6pm, featuring an in-store runway showcase, live DJ, juice bar, and a curated grazing table, followed by a spectacular public presentation.
On September 20, guests can enjoy breathtaking aerial performances by the renowned vertical dance troupe Bandaloop at 5pm and 6pm, transforming the mall’s architecture into their stage.
On the same day, shoppers will have a chance to earn 20 times the Share points on their purchases for 24 hours.
From September 17 to 29, visitors can enjoy a free customization lab pop-up when shopping at British fashion brand AllSaints. They can add the Mall of the Emirates anniversary logo or personalize their clothing, creating a unique piece.
