What’s the next billion-dollar idea? A space where everything people value—wellness, culture, food, entertainment—converges with purpose. With billions being invested, the direction is simple: design experiences that feel personal, and build a future where creativity, sustainability, and leisure are not separate pillars, but part of the same ecosystem.

The modern mall? It’s the place that’s pulling this off. Their long-term vision doesn’t hinge on adding more stores. Instead, it’s about offering spaces where people can work, relax, eat, and engage with culture.

Majid Al Futtaim, which focuses on leisure and lifestyle across the Middle East, Africa, and Asia, is committing AED 5 billion (approximately $1.36 million) to reimagine Mall of the Emirates as a future-focused lifestyle hub. Marking its 20th anniversary, the transformation will unveil a blend of new retail, dining, wellness, entertainment, and cultural offerings anchored in the vision of a “Mall of New Possibilities.”

Khalifa Bin Braik, CEO, Majid Al Futtaim Asset Management

In conversation with Khalifa Bin Braik, CEO, Majid Al Futtaim Asset Management, he reveals insights into the project’s transformative approach, its motivations, and the future of retail and leisure.

NEW POSSIBILITIES

“We are transforming the mall into an immersive lifestyle destination that goes beyond traditional shopping by creating elevated experiences blending retail, dining, entertainment, culture, and wellness, all while keeping the customer at the center of it,” says Braik.

Rather than expand for the sake of scale, the project emphasizes purpose and impact. “As we approach the mall’s 20-year milestone, this is our commitment to refounding together, uniting our teams, partners, and tenants to create a legacy of excellence that doubles our impact and sets a global benchmark for retail and leisure,” he adds.

As part of the reimagination, Mall of the Emirates will introduce first-of-their-kind experiences, including New Covent Garden, a wellness hub, and a versatile indoor-outdoor leisure space. Designed to engage a broad audience—from tweens and Gen Z to families—the new areas will combine casual dining, active entertainment, and year-round attractions across open-air and climate-controlled environments.

A new indoor-outdoor precinct will introduce a dynamic mix of fast-casual dining and interactive entertainment, designed to foster social connection and vibrant lifestyle experiences. The mall’s first-ever outdoor F&B courtyard will be at its heart, set to debut in early 2027. This adaptable space will transform into a lush green oasis during the cooler months, offering visitors a refreshing new way to enjoy the mall’s evolving culinary scene.

Majid Al Futtaim is also redefining its entertainment portfolio to cater to all ages, with four new entertainment concepts set to launch by late 2026. VOX Cinemas has further enhanced its offering at the mall, debuting the world’s most advanced IMAX experience to deliver an elevated cinema experience for its audiences.

The project will also expand the mall’s footprint with an additional 20,000 square meters of retail space, bringing in up to 100 new stores and reinforcing its position as a leading destination for commerce and leisure.

AED 1.1 billion (approximately $299,200) has been allocated to advance the project, focusing on significantly enhancing visitor experiences. He adds, “The vision is part of a broader 2030 program that will continue to evolve the iconic mall into an even more dynamic and experience-driven destination.”

The investment will prioritize transforming the mall’s physical space, introducing groundbreaking concepts, and elevating customer experiences. This includes the addition of a luxury wellness hub, immersive cultural spaces, and vibrant dining and entertainment precincts, all designed to meet the increasing demand for experiential and luxury-driven visits.

Mall of the Emirates | Source Photo: Majid Al Futtaim

THE LUXURY INCLUSION

The luxury inclusion at Mall of the Emirates will be marked by the introduction of a wellness hub spanning an entire floor at the Kempinski Hotel Mall of the Emirates. In partnership with Seven, the global wellness brand, this luxury retreat will focus on six key elements: fitness, movement, nutrition, longevity, relaxation, and community.

The wellness hub, connected to the hotel’s swimming pool, is set to open this summer. It will further integrate health and well-being into the mall’s offering. This development reflects a growing customer demand for more holistic experiences.

“The hub is slated to open in 2025,” says Braik. “Expanding on its reputation as a leader in luxury retail, Mall of the Emirates will also extend its luxury footprint by introducing unparalleled luxury experiences, new services, and elevated offerings. The transformation will further solidify its status as a premier shopping destination, with innovative dining experiences and exclusive services designed to exceed the expectations of today’s customers.”

Mall of the Emirates | Source Photo: Majid Al Futtaim

THE FUTURE-FOCUSED MODEL

Curating the right tenant mix goes beyond simply filling space—it’s about creating meaningful experiences. Braik believes, “This will involve blending retail, dining, entertainment, culture, and wellness, all while keeping the customer at the center of the experience.”

Sustainability is pivotal in this transformation, integrating energy-efficient technologies, smart systems, and eco-conscious design. This commitment aligns with Majid Al Futtaim’s vision to shape spaces that are not only innovative but also inclusive and future-ready.

He adds, “Mall of the Emirates is poised to redefine the retail experience for a new era.”