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Dubai-based Mall of the Emirates will undertake a massive redevelopment project worth an estimated Dhs1 billion, developer Majid Al Futtaim (MAF) has announced.
The project, called Evolution 2015, will include the launch of new shopping, dining and entertainment concepts.
Work on the first phase, featuring a new, Dhs100 million fashion district, started in summer this year. The district will include over 30 international stores, including several cafes and debut brands.
It will be located on the first floor of the mall's east wing, currently a 5,000 sqm area offering a varied retail mix of textile, arts and gift stores. The project involves a re-merchandising strategy that includes integrating existing brands with new fashion options, said MAF.
The district is slated to open to the public in early 2014.
"Evolution 2015 is Mall of the Emirates' most ambitious project to-date with a total investment of Dhs1 billion," said Dimitri Vazelakis, executive managing director - Shopping Malls for MAF.
"The onset of phase one, which will create a unique fashion and lifestyle destination, will complement our existing luxury and mid-market fashion offer.
"The new fashion district will also support the emirates' wider aspirations towards Dubai Fashion 2020."
In 2010, the mall underwent an expansion to launch the Fashion Dome, a 10,500 sqm precinct that features over 80 luxury brands and up-market dining.
Currently, more than 45 per cent or 250 of Mall of the Emirates' 560-plus stores are dedicated to fashion. Last year, 44 per cent of the mall's total sales came from the fashion category.
Shopping malls across Dubai including Burjuman, Deira City Centre, Ibn Battuta Mall and Dubai Mall are revamping operations and expanding space to keep pace with the rising retail demand in the emirate.
The new phase will include a redesigned VOX Cinemas complex and the launch of new fashion brands and F&B outlets.
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The store will feature cycling and running areas and a 10-metre volcano-shaped climbing unit
The expansion includes 40 retail outlets, 12 dining outlets and a large cinema complex