City Center Deira to introduce new dining concepts

Majid Al-Futtaim has embarked on a 377 million dirhams ($102 million) redevelopment project at its first flagship mixed-use shopping destination, City Centre Deira, to elevate the customer experience with a multi-concept food hall and new brands.

To complement its recent expansion of entertainment and leisure options, including a larger VOX Cinemas and the opening of the Aloft Hotel last year, City Centre Deira aims to engage visitors by becoming a “third place” that not only offers a social space to interact but makes them feel at home.

As part of the redevelopment project, which will end in the first half of 2020, the mall will introduce 25 new homeware and fashion brands and 20 new F&B (food and beverage) concepts.

“City Center 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 multi-sensory experiences,” said Fuad Mansoor Sharaf, managing director for Majid Al-Futtaim Properties, Shopping Malls (UAE, Bahrain and Oman).

“As part of this change, we are very excited to be introducing the food hall concept, the first such dynamic food hub in the Majid Al-Futtaim portfolio. We expect this space to become the focal point of social activities for families and millennials looking for an experiential dining experience that is delicious, authentic and handcrafted.”