The LEGO Group, Al-Futtaim Mall Dubai Festival City to launch exclusive 'LEGO Festival & IMAGINE Show'

The partnership will see the launch of Festival City's newest IMAGINE Show: 'LEGO® Ninjago Show', which will be IMAGINE's first branded content experience.

  
Steven Cleaver and Urszula Bieganska, Head of Marketing, LEGO Middle East Africa, announcing the partnership at Festival Bay, Dubai Festival City Mall

Steven Cleaver and Urszula Bieganska, Head of Marketing, LEGO Middle East & Africa, announcing the partnership at Festival Bay, Dubai Festival City Mall

Dubai, United Arab Emirates: The LEGO® Group and Dubai Festival City Mall are joining forces to deliver a first-of-its-kind experience to the Middle East: ‘The LEGO Festival & IMAGINE Show’. Set to launch in 2020, the LEGO Festival & Show is the largest event organized in a shopping mall by LEGO to date.

The partnership will see the launch of Festival City’s newest IMAGINE Show: ‘LEGO® Ninjago Show’, which will be IMAGINE’s first branded content experience.

Steven Cleaver, Director, Shopping Centers Dubai, Al-Futtaim Malls said: “The LEGO Group was our first choice to work with. The brand is globally recognized as continually innovating and constantly reinventing itself. We wanted to be able to create a 3-dimensional show through IMAGINE that would transform the LEGO Group’s characters like never before seen for audiences.”

‘The Festival and IMAGINE Show’ has been in construction for over 18 months with entertainment teams from both LEGO and Festival City Mall working together to animate a live show that will play daily at Festival Bay.

Urszula Bieganska, Head of Marketing, LEGO Middle East & Africa, commented: “The LEGO Group is committed to introducing fun and engaging experiences that families can enjoy together. Having expanded our presence in the Middle East this year with the opening of our new office in Dubai, our primary focus is to bring locally relevant initiatives to the region. Airing on Cartoon Network in English and in Arabic for the past 9 years, LEGO Ninjago is one of the most popular shows among children in the UAE and the Middle East.  Our partnership with Al-Futtaim Mall Festival City allows us to create a new channel for this much-beloved experience to come to life for wider audience through IMAGINE. We look forward to showcasing what we have in store to the Dubai Festival City Mall shoppers.”

The IMAGINE Show will tell the story of one of LEGO’s most popular themes, LEGO Ninjago, which presents a captivating world where brave young ninjas face down the forces of evil. Audiences will experience the heat of Kai’s fire, feel Nya’s water, and interact with Lloyd’s green energy through laser lights and fire jets; with the power of IMAGINE bringing these elements to life for audiences to experience first-hand. 

Over one million people have now witnessed IMAGINE, which is among a handful of free attractions organized for shoppers and tourists of Dubai. IMAGINE’s major events, including Eid, Diwali and New Year’s Eve, see attendance by more than 25,000 people at Festival Bay.

The LEGO IMAGINE Show will launch exclusively on the 8th of January in collaboration with the 25th Anniversary of Dubai Tourism’s Dubai Shopping Festival. At present, 9 LEGO® Certified Stores are open across the Middle East.

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Trailer for IMAGINE: https://www.youtube.com/watch?v=QaNeG4OHN9s 
@dubaifestivalcitymall #IMAGINEdubai 
Website: www.dubaifestivalcitymall.com 
Facebook: www.facebook.com/dubaifestivalcitymall 
Instagram: www.instagram.com/dubaifestivalcitymall  

About Dubai Festival City Mall

Dubai Festival City Mall is one of the major shopping destinations in Dubai. With over 400 outlets, the mall is home to Dubai’s only IKEA, renowned fashion brands like Zara, H&M, Coach, DKNY, Kate Spade and for the first time in the Middle East, luxury Singaporean department store, Robinsons. The dining destination offers iconic waterfront Dining on Festival Bay, 56 restaurants and cafés, the largest Food Court in Dubai and is first to market F&B concepts like Sugar Factory, Tortilla, and the Middle East’s only Hard Rock Café. The entertainment venue offers a 7-star 18-Screen Novo Cinemas with 4D IMAX, Fabyland, a 70,000 sq. ft. family entertainment centre and Festival City’s newest addition, the global attraction IMAGINE.

IMAGINE, the two-time record-breaking visual and sensory extravaganza, plays live every night on the iconic Festival Bay and is free for all visitors. The truly unforgettable experience promises to enthrall every time, combining lasers, light, fire and water to tell remarkable, emotive stories. The state-of-the-art show seamlessly fuses technology and art and has earned two Guinness World Records for the largest water screen projection and the largest permanent projection mapping. IMAGINE uses surround sound to deliver a 360-degree story to emotionally connect with audiences and produce a show like never seen before. The multi-sensory, iconic, unmissable show must truly be seen to be believed, leaving a long-lasting impression on all that experience it and live the feeling that is IMAGINE. 

Festival Bay offers the ‘most instagrammable sunset in Dubai’ and takes in the waters of the historic Dubai Creek. With over 15 waterfront dining options at Festival Bay including Cheesecake Factory, Eataly, Turkish Village and authentic Emirati cuisine at Al Fanar, there is truly something for everyone. 

Dubai Festival City Mall visitors will discover over 7,000 parking spaces, valet parking services, two taxi ranks, VIP Valet, personal styling, and the traditional dhow cruises. The Mall has full accessibility via water being located in Dubai Creek Harbour, with RTA Water Taxis departing every hour from Festival Bay. 

For more information on Dubai Festival City Mall, please visit http://www.dubaifestivalcitymall.com/  

About Al-Futtaim

Established in the 1930s as a trading business, Al-Futtaim today, is one of the most diversified and progressive, privately held regional businesses headquartered in Dubai, United Arab Emirates.

Structured into four operating divisions; automotive, financial services, real estate and retail; employing more than 42,000 employees in more than 20 countries in the Middle East, Asia and Africa, we partner with over 200 of the world's most admired and innovative brands.

Al-Futtaim’s entrepreneurship and relentless customer focus enables the organisation to continue to grow and expand; responding to the changing needs of our customers within the societies in which we operate.

By upholding our values of respect, excellence, collaboration, integrity; Al-Futtaim continues to enrich the lives and aspirations of our customers each and every day. For more information, please visit: www.alfuttaim.com  

About the LEGO Group

The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine. 

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”. 

Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 140 countries worldwide. For more information: www.LEGO.com  

For further inquiries, please contact:
Claire Lawson
T 971 554003235
Email: dubaifestivalcity@ipn.ae 

LEGO Middle East
T 971 56 409 6572
Email: LEGOMiddleEast@Edelman.com 

© Press Release 2019

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