Majid Al Futtaim malls mark 25 years of Dubai Summer Surprises

• 10-weeks of family entertainment including a regional first, Minions: The Rise of Gru activation and LEGO roadshow at City Centre Mirdif and Mall of the Emirates

• Customers can look forward to a 25-hour sale, a chance to win one million SHARE points at Mall of the Emirates, City Centre Deira and Mirdif each week and 25 x SHARE points back whenever they spend

• City Centre Mirdif to welcome home-grown concept SALT in a brand-new Tropical Island Dessert pop-up experience

Dubai, UAE, 30 June: For the 25^th year, Majid Al Futtaim malls across Dubai will be celebrating Dubai Summer Surprises. In partnership with Dubai Festivals and Retail Establishment (DFRE), Mall of the Emirates, and City Centre’s Deira and Mirdif will be offering a curated schedule of entertainment and shopping experiences for families, teenagers, foodies, residents, and tourists alike, alongside unmissable sales and promotions.

First up, from 5 – 17 July, City Centre Mirdif are bringing a regional first experience, Minions: The Rise of Gru to their Central Galleria’s. Commemorating the highly anticipated upcoming movie release, fans can expect a high-energy experience with a Kungfu inflatable ring, Pet Rock craft activities, a dancefloor, exciting workshops for kids, challenges to win fun-filled Minions goodies, plus endless photo opportunities. Families can also look forward to experiencing the activation in Mall of the Emirates later in July.

Additionally, Dubai Summer Surprises will see an exciting new gastronomic experience pop-up at City Centre Mirdif with home-grown food favourite, SALT from 1 July – 30 September. With a distinctive green and white set up, Instagramable backdrops, exclusive merchandise, and fruity desserts and drinks, this SALT Tropical Island pop-up is guaranteed to satisfy all taste buds. The launch of the pop-up follows results from the first round of the ‘Big City Centre Vote’ where customers cited a desire to see more home-grown concepts in their respective community malls.

For the creative minds, a LEGO road show will be landing at Mall of the Emirates and City Centre Mirdif this August to mark the brand’s 90^th anniversary. Enthusiasts will be able to enjoy an exhibition of exclusive products; interactive rooms – with fantastic prizes to be won; a Duplo range play zone; engaging workshops; a family movie area and a mosaic minifigure factory.

Meanwhile, for those looking to keep fit whilst beating the heat, City Centre Mirdif in partnership with the Dubai Sports Council is launching a summer running series. Taking place on 16 July from 7am onwards, runners of ages 5 and above with family and friends will be able to participate in a 800m, 3km and a 5km indoor run by registering online at www.citycentremirdif.com.

For more activities to keep the little ones entertained, City Centre Deira has launched a brand-new Ball Court that is taking the shopping experience at the mall to new heights of convenience. Now situated on the third floor of the mall, the new concept offers an exclusive, child-friendly space that plays host to games, and professional, supervised coaching in football, cricket, basketball, archery and upcoming summer camps. Parents can drop off their children (ages 3-14) at a safe and fun-filled space while they focus on the shop ahead. The drop and shop service is available Monday to Friday between 10am – 10pm.

Helping create memorable moments with loved ones no matter how near or far they are, City Centre Deira will also be launching its ‘Closer than Ever’ campaign which will see an interactive screen inside the mall give visitors an opportunity to send e-postcards to loved ones across the world. This underscores City Centre Deira’s efforts to build more meaningful connections with the community.

Fuad Sharaf, Managing Director, UAE Shopping Malls, Majid Al Futtaim Properties said,“DSS is a key event in our annual calendar as visitors gather from around the world to celebrate and enjoy incredible promotions, world-class shopping, dining, captivating entertainment, and family experiences. Majid Al Futtaim remains committed to contributing to Dubai’s tourism and retail sectors by hosting unique, regional first-time experiences that attract both residents and tourists alike. We look forward to welcoming visitors to our festivities and creating great memorable moments for everyone.”

Ahmed Al Khaja, CEO, Dubai Festivals and Retail Establishment (DFRE), said: “Dubai Summer Surprises (DSS) has been at the heart of Dubai’s summer season for a quarter of a century, strengthening Dubai’s position as a leading shopping and entertainment destination across the world, and contributing to the growth and evolution of the retail sector in the region.

We are very grateful to our strategic partner Majid Al Futtaim, who has been with us since the beginning of DSS 25 years ago. Majid Al Futtaim’s continuous support and specially curated programmes, experiences and shopping promotions have played a significant role in growing this festival year on year. I am confident that together, we will create many more memorable moments for residents and visitors across the city.”

During the grand opening weekend of DSS from 1 July – 2 July, Mall of the Emirates, City Centre Mirdif, Deira, Me’aisem and Al Shindagha will be hosting an exclusive, specially curated 25-hour sale for the first-time including deals on big brand fashion lines, electronics, kidswear, and others.

What’s more, between 1 July – 31 August, Mall of the Emirates, City Centre Deira and Mirdif will be offering customers to chance to become the weekly winner of one million SHARE points when they spend AED 300 or more. In addition, during every weekend between 16 July – 7 August, all participating malls will be offering 25 x SHARE points back whenever shoppers spend. Plus, City Centre Deira from 9 – 12 July will be offering x 100 SHARE points whenever visitors dine at Food Central.

An exciting flash sale offering 90 per cent off across all malls will also be taking place on 25 July, as well as 90 per cent off selected brands during the final weekend from 2 September – 4 September.