- Mall of the Emirates enters a new era with 100 stores.
- The region’s first SKIMS flagship launches in Dubai this December.
- Ulta Beauty makes its highly anticipated Middle East debut in 2026.
- New Covent Garden Theatre creates a 600 seat cultural heart indoors.
The skyline of Dubai is constantly shifting, but the most significant change this season is happening inside the city’s flagship shopping destination. Mall of the Emirates has officially moved beyond traditional retail, revealing a landmark AED 5 billion investment that positions the space as a stage for discovery. This next chapter introduces 100 new stores and reimagined spaces, creating a lifestyle ecosystem where high fashion, cult beauty, and performance fitness live under one roof.
Modern shoppers are no longer satisfied with simple transactions. They want environments that mirror their values, such as the minimalism and sustainability found in the upcoming COS launch or the clean beauty innovations at the city’s largest Sephora. This massive overhaul addresses a specific desire for experiential luxury, ensuring every visit feels like a fresh chapter in a personal style story. Whether you are hunting for the perfect inclusive fit at the new SKIMS flagship or seeking artisanal treats at BRED Bakery, the focus remains on unique, high-energy moments.
The beauty and fashion landscape is receiving a significant boost with several regional firsts and expanded maisons:
- Ulta Beauty: Arriving in late January 2026, this festival-style store brings cult makeup and skincare labels to the region for the first time.
- Luxury Expansions: Louis Vuitton has enlarged its footprint to offer a more immersive environment, while Rolex and Omega introduce reimagined boutique concepts.
- Performance Gear: Gymshark’s second standalone store is already open, offering apparel that transitions from high-intensity training to the city streets.
- Jewelry and Art: Italian maison Vhernier brings architectural, wearable art to the mall by the end of January.
Human connection and wellbeing are at the core of this expansion. The recently opened Gray Wellness Club elevates fitness to an aspirational social experience, while the New Covent Garden Theatre adds a cultural soul to the district. This 600 seat venue blends indoor and outdoor aesthetics, providing a space for theatrical surprises and community storytelling. It reflects a commitment to bold innovation, turning a shopping trip into a day of genuine inspiration and wellness.
Dubai continues to lead the global stage in luxury and lifestyle, and this evolution proves that the mall is no longer just a building. It is a living, breathing district of possibilities. Plan your next visit to witness the future of fashion and food.
Shop now at the Mall of the Emirates website to explore the full list of new openings and wellness clubs!
