City Centre Deira is set to unveil its renovated East Court this week as part of an AED 377 million (USD 102.6 M) redevelopment project that is now nearly complete. The reveal will mark the culmination of a two year-long project towards a renewed shopping experience and compelling addition of the home category at City Centre Deira. 

The focal point of the East Court will be released in September as City Centre Deira anchors the shopping experience in a ground-breaking move with the launch of a unique new F&B concept, Food Central, a first of its kind experience within the Majid Al Futtaim portfolio.

It will initially introduce Kitchen 35 and The Acai Spot — two new outlets available at the mall — before the culinary destination fully opens in September. Offering a bustling, interactive experience, Food Central will add to the already diverse entertainment and retail offering at City Centre Deira.

The redevelopment project comes in response to a shift in consumer preferences for personalization and compelling experiences for shopping, dining, and entertainment. Through efforts to re-merchandise and improve mall ambiance, City Centre Deira at 1,111,815 sq.ft is reintroducing the ‘Home’ category after more than 15 years and opening a total of 35 new shopping, dining, and entertainment outlets through 2020.

The redevelopment also placed a large focus on improving mobility and enhancing the flow of footfall to key parts of the mall for a smooth shopping experience. Through the introduction of additional elevators and escalators in the Centre Court, East Court, and within Centrepoint and Food Central, customers can move effortlessly through the mall. The redevelopment is another step in the mall’s history of constant evolution after its launch 25 years ago.

 Fuad Sharaf, managing director of UAE, Oman and Bahrain Shopping Malls at Majid Al Futtaim Properties, said, “The culmination of more than 2 years’ worth of work and planning, the redevelopment of City Centre Deira enables us to keep pace with changes in modern consumer preferences. The project elevates the customer experience with an interactive multi-concept food hall and new brands to suit our customers’ evolving needs. As Majid Al Futtaim’s first flagship shopping mall, City Centre Deira will now offer a more memorable and convenient customer journey.”

Sharaf added: “As we open up the East Court, we are pleased to announce a seamless trajectory toward completion. The completion is testament to Majid Al Futtaim’s commitment to delivering on its promises. Ultimately, we seek to provide an innovative way of engaging visitors by creating a social space right among a popular and diverse retail mix.”