- AED 5 billion project adds 20,000 sqm retail and 100 new stores.
- New Covent Garden will include a 600-seat theatre and cultural programming.
- Month-long anniversary features Bandaloop aerial performances and exclusive SHARE rewards.
- Interactive activations range from runway shows to a wellness precinct and pop-ups.
Dubai’s Mall of the Emirates celebrates its 20th anniversary this September with a bold push toward experiential retail. The mall has announced an AED 5 billion transformation branded Mall of New Possibilities, which will add 20,000 square metres of retail, 100 new stores, a 600-seat theatre and new cultural, wellness and indoor-outdoor districts, alongside a month of anniversary activations for visitors.
The investment reframes retail around experience, with a focus on spaces that invite discovery and longer visits. The announced New Covent Garden will anchor cultural programming with a 600-seat theatre, while an indoor-outdoor district aims to blend dining and events with open-air moments. These additions respond to visitors who want more than shopping, turning trips into memorable outings that mix theatre nights, wellness breaks and cultural programming.
The rollout balances headline features with everyday reasons to return. Highlights include:
- A next-generation wellness precinct designed for health and relaxation.
- An indoor-outdoor district to extend dining and leisure options.
- Immersive entertainment and pop-up activations across the mall footprint.
A month of anniversary activations adds immediate energy, with curated events and brand collaborations that keep the calendar fresh for shoppers and families.
The 20th anniversary programming gives guests a taste of what’s to come. Headline moments include Bandaloop’s aerial performances on September 20 at 5pm and 6pm, a SHARE rewards offer delivering 20x points for 24 hours on the same day, a Global Runway under the Fashion Dome and an AllSaints Customisation Lab pop-up running September 17 to 29. These events are designed to mix spectacle, fashion and hands-on retail moments that invite participation.
Mall of the Emirates has long balanced novelty with community draw, from Ski Dubai to flagship stores. This next phase leans into that history while looking ahead, creating spaces for performances, private events and everyday wellness. For residents and tourists, the upgrades promise more reasons to return, more cultural programming and a broader dining and retail mix that reflects Dubai’s evolving lifestyle scene.
Celebrate 20 years at Mall of the Emirates and experience the first wave of Mall of New Possibilities. Enjoy anniversary activations, special rewards and the evolving mix of theatre, wellness and retail. Plan a visit to see what’s new and follow the mall’s updates as the transformation unfolds.
To watch Mall of the Emirates announce their 20th Anniversary, click the links below:
