Majid Al Futtaim launches new food destination in Dubai

Food Central is the focal point of City Centre Deira's $102.6mln redevelopment project

  
Majid Al Futtaim has embarked on a redevelopment project at its City Centre Deira.

Majid Al Futtaim has embarked on a redevelopment project at its City Centre Deira.

Wallis PR/Handout via Thomson Reuters Projects
Majid Al Futtaim, a leading mall developer and leisure pioneer in the region, has introduced a new culinary experience in the country with the launch of Food Central at City Centre Deira in Dubai.
 
Developed in response to rising consumer expectations for fresh and authentic dining options, the innovative gastronomic destination will serve up a variety of interactive dining experiences that immerse customers in the theatre of food from cuisines all around the world, said a statement from Majid Al Futtaim.
 
Food Central is the focal point of the mall's AED377 million ($102.6 million) redevelopment project to further enhance mall visitors’ shopping experiences by creating a more memorable and convenient customer journey.
 
A live beehive activation dripping with fresh honey underlines the new concept’s commitment to connecting people to the origins of food and where essential ingredients come from.
 
This emphasises the importance of each step in the food chain, while putting a spotlight on the beauty of nature and what it can offer. The beehive installation, along with a herb wall lined with a mix of fresh greens, further enhances the freshness of Food Central’s artisanal cuisine and reiterates
 
This comes as part of Majid Al Futtaim’s determination to become one of the most environmentally sustainable companies in the world.
 
In-line with the company’s sustainability initiatives, these installations and activations have developed to help contribute to a healthier and cleaner UAE, said a senior official.
 
"Food Central redefines traditional food and beverage concepts. It was launched to offer shoppers and diners an imaginative and welcoming space to not just eat, but to experience quality cuisine," remarked Fuad Sharaf, the managing director of UAE, Oman and Bahrain Shopping Malls at Majid Al Futtaim Properties.
 
"A novel and wholly unique concept that is new to the region, Food Central will entertain and educate visitors throughout the day, week, and season by creating a passionate food community among our tenants, and hosting a programme of food-related activities that surprise and delight," explained Sharaf.
 
Food Central will be home to restaurants and outlets such as Asian Wok — the home of authentic Asian Wok sauces made in-house by wok-chefs using fresh ingredients and locally-sourced vegetables.
 
It will also feature a range of local favourites such as Pickl, Raju Omlet, Kitchen 35, and Mr. Chaat, among others - appealing to every palate while maintaining the high standard Majid Al Futtaim is known for, said Sharaf.
 
Many of these offerings will be unique and exclusive to Food Central and City Centre Deira.
 
Merika, which specialises in freshly-baked Hungarian deserts — such as Cannonika chimney rolls and Antarctika gelato cones — will serve up beloved Hungarian treats that can only be found in its cafés, he noted.
 
"With Food Central as the focal point of the redevelopment, we are demonstrating our commitment to delivering great experiences for friends, families, and the communities we serve, while providing a platform for home-grown brands to showcase their delicious offerings," he added.
 
Offering a wholly unique take on mall dining, Food Central goes above and beyond in providing shoppers and diners a place to eat.
 
Tube Dubai, an art installation consisting of flexible nets suspended from the walls and ceiling, will form a floating landscape for visitors to use as a social space and explore the venue from above.
 
Created by the celebrated designer, Christoph Katzler, Tube Dubai is inspired by the biomorphic architecture and urban dream images of previous decades.
 
Food Central adds to the already diverse entertainment and retail offerings at City Centre Deira, which include a 20-screen VOX Cinemas and over 371 retail outlets.-TradeArabia News Service

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