The UAE’s Mall of the Emirates (MoE) is celebrating its 20th anniversary with a Dh5 billion redevelopment project and a series of special entertainment events. Opened in September 2005, the mall is undergoing a major revamp that will introduce more than 100 new retail outlets along with cultural, wellness, and dining concepts.
One of the highlights of the transformation is The New Covent Garden, anchored by a 600-seat theatre capable of hosting world-class productions. The venue held its soft opening in June and has already staged several shows. It also houses the first international branch of Pineapple Dance Studio, the iconic London-based dance school frequented by global stars such as Madonna and Beyoncé.
The facelift will also feature a next-generation wellness precinct, an indoor-outdoor lifestyle district, and new immersive entertainment zones. The official unveiling of these additions is scheduled for later this year. The redevelopment was first announced in April, with Majid Al Futtaim, the mall’s owner and operator, noting that visitors increasingly seek experiences that go beyond shopping—blending convenience with culture and entertainment.
Over the past two decades, MoE has positioned itself as a trailblazer, introducing several global firsts to the region, including Ski Dubai—the Middle East’s first indoor ski resort with multiple slopes, a snow park, and even penguin encounters. The new investment signals the mall’s ambition to redefine its visitor experience once again.
Anniversary Celebrations
To mark its 20th year, MoE has lined up a month-long programme of festivities:
- September 13: A runway show under the iconic Fashion Dome will debut the Fall/Winter 2025 collection at THAT Concept Store (4 pm–6 pm). Guests can enjoy a live DJ set, juice bar, and curated grazing table, followed by a public fashion presentation.
- September 17–29: British brand AllSaints will host a complimentary customisation lab, where shoppers can personalise their purchases with the MoE anniversary logo or their own designs.
- September 20: The world-renowned vertical dance troupe Bandaloop will transform the mall’s façade into their stage with breathtaking aerial performances at 5 pm and 6 pm. On the same day, shoppers can also earn 20x Share points for purchases within a 24-hour window.
Through these celebrations and bold redevelopment plans, the Mall of the Emirates is reinforcing its position as a hub of retail, culture, and entertainment in the UAE.