Technology and fashion merge as Mall of the Emirates' World of Fashion returns for a tenth year

The five-day event will bring together A-list celebrities, world renowned designers, exclusive luxury brands, and industry experts

  • Six interactive zones will encourage shoppers to explore technology’s intersection with fashion, beauty, and art
  • 10th anniversary of World of Fashion introduces the Bazaar Capsule as part of the mall’s Autumn/Winter 2019 campaign 

Dubai, United Arab Emirates: Fashion, beauty, and art will all come to life through technology from 8 - 12 October as Mall of the Emirates hosts the World of Fashion  event for a tenth consecutive year. The event will centre upon the Bazaar Capsule, an activation space at the mall’s Central Galleria comprising six interactive zones, where visitors can interact with brands in a tech-enabled space.

An interactive Virtual Closet will digitally showcase the Autumn/Winter 2019 collections of more than 50 fashion brands housed at Mall of the Emirates. 20 hand-picked tech-infused “hero” pieces, each with a compelling backstory, will be elaborately displayed. While guests admire the style and craft of the new season’s collection, the event aims to inspire them to think beyond existing models of shopper experience as they observe and interact with technology.

Over the five days, visitors will observe the live 3D printing of products ranging from high heel shoes to sunglasses, and explore pieces from Adidas and Tiffany & Co. that incorporate the technology into their design. Meanwhile, the Beauty Zone will comprise the Yves Saint Laurent Beauty Virtual Make Up activation that allows guests to test makeup from the brand virtually.. Faces will also bring an intelligent fragrance profiler that creates a custom scent based on the results of a guest’s personality test. And, visitors will see how augmented reality can be used by fashion illustrators to create beautiful digital designs.

A striking focal point of the Bazaar Capsule is The Photo Moment – a mirrored space where guests can capture that perfect Instagram-worthy image. Another highly visual attraction will see Saudi video mapper Marwah Al Mugait use LED screens as a canvas to showcase her visionary digital creations. Also displaying art will be Ai-Da, the world’s first humanoid robot artist that uses Artificial Intelligence to draw what she observes.  

Joining visitors and inspiring them on stage will be a number of high-profile personalities from across fashion, beauty, and art. World-renowned designer and leader of technology in fashion, Iris Van Herpen, will host a live showcase of her compelling new designs, while Peter Pilotto and Christopher De Vos, the pioneers of digital printing in the fashion world, share their wisdom through a live interview. Among other discussions is a live Q&A with Sophia the social humanoid robot on fashion, technology, and the future of culture in a digital age.

Nada Abu Saab, Marketing Director at Majid Al Futtaim – East Region Shopping Malls, said: “World of Fashion is back for a tenth year, and on this milestone we’ve curated the future of fashion, art and beauty for our mall guests. We’re proud of the role Majid Al Futtaim is playing in pioneering such unique experiences, as we continue to be a leader for retail innovation. There’s a tremendous amount for our guests to immerse themselves in over the next few days, and we see it all as the perfect introduction to the Autumn/Winter 2019 collections.”

Now in its tenth year, the World of Fashion event follows the arrival of the Autumn/Winter 2019 season, a month-long fashion campaign that introduces not only new branded collections but also exciting promotions and opportunities for shoppers to spend and win big. Mall visitors have the chance to win AED 10,000 when they spend AED 650. And, for the first time, World of Fashion visitors can also participate in Majid Al Futtaim’s recently launched SHARE rewards programme and earn points to be shared with others or kept and spent at 2,300 outlets in 16 malls and 11 hotels in the UAE.


Media contact:
Mina Kiwan – Media Relations
+971 (0) 4 305 0325
+971 (0) 55 2426806

Disclaimer: All facts and figures in this release are accurate at the time of issuance.

About Mall of the Emirates

Mall of the Emirates is the region’s first shopping resort and flagship luxury destination and welcomes close to 42 million visitors annually. Home to more than 630 international stores, totalling 248,000 sqm of retail space, the mall offers more than 80 of the world’s most prestigious brands housed in the Fashion Dome and on Level 1’s Luxury Wing such as Louis Vuitton, Chanel and Prada, as well as the first and largest Apple store in the UAE. A dining destination with more than 100 restaurants and cafés,

Mall of the Emirates also features major department stores including Harvey Nichols - Dubai and Debenhams, as well as fashion, lifestyle, sports, electronics, home furnishing outlets and the largest Carrefour hypermarket in the city.

With direct access to the Dubai Metro, the mall’s unique family leisure offerings include Ski Dubai – the Middle East’s first indoor ski resort and snow park, VOX Cinemas – the largest cinema ever built in the Middle East with a 24-screen entertainment complex and a Magic Planet. Two 5-star hotels, the Kempinski Mall of the Emirates and Sheraton Dubai Mall of the Emirates Hotel, adjoin the mall.

Mall of the Emirates’ AED 1 billion multi-stage redevelopment project, Evolution 2015, completed in September 2015 introduced one quarter of the region’s best-loved shopping destination completely new to shoppers, including brands making their UAE debut, new luxury, dining, lifestyle and entertainment concepts, and a retail extension on Level 2.

In 2012, the International Council of Shopping Centers ranked Mall of the Emirates as the seventh most profitable shopping centre in the world by sales per square foot, and first in the Middle East.

Mall of the Emirates opened in 2005 and is located in Al Barsha on Sheikh Zayed Road. The mall is owned and managed by Majid Al Futtaim the leading shopping mall, retail, and leisure pioneer across the Middle East and North Africa.

About Majid Al Futtaim 

Founded in 1992, Majid Al Futtaim is the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia.

A remarkable business success story, Majid Al Futtaim started from one man’s vision to transform the face of shopping, entertainment and leisure to ‘create great moments for everyone, every day’. It has since grown into one of the United Arab Emirates’ most respected and successful businesses spanning 15 international markets, employing more than 43,000 people, and obtaining the highest credit rating (BBB) among privately-held corporates in the region.

Majid Al Futtaim owns and operates 26 shopping malls, 13 hotels and four mixed-use communities, with further developments underway in the region. The shopping malls portfolio includes Mall of the Emirates, Mall of Egypt, City Centre malls, My City Centre neighbourhood centres, and four community malls which are in joint venture with the Government of Sharjah. The Company is the exclusive franchisee for Carrefour in a number of markets across the Middle East, Africa and Asia, operating a portfolio of more than 280 outlets.

Majid Al Futtaim operates more than 400 VOX Cinemas screens and 36 Magic Planet family entertainment centres across the region, in addition to iconic leisure and entertainment facilities such as Ski Dubai, iFly Dubai and Ski Egypt, among others. The Company is parent to the consumer finance company 'Najm', and a Fashion and Home retail business representing international brands such as Abercrombie & Fitch, AllSaints, lululemon athletica, Crate & Barrel and Maisons du Monde. In addition, Majid Al Futtaim operates Enova, a facility and energy management company, through a joint venture operation with Veolia, a global leader in optimised environment resource management. The Company also owns the rights to The LEGO Store and American Girl in the Middle East and operates in the food and beverage industry through a partnership with Gourmet Gulf. 

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