Dubai Festival City scoops international shopping centres merit award

Held at the ICSC's Fall Conference in San Diego, USA - the global shopping centre industry's largest gathering of mall managers and marketing directors - Dubai Festival City scooped the award for its strong retail leasing marketing campaign for its innovative 2.6 million square foot retail, entertainment and hospitality centrepiece, Festival Centre.

Phil McArthur, Director Leasing & Marketing, Dubai Festival City and Middle East ICSC Representative and Trustee, who attended the ceremony, said: "This a significant achievement for Dubai Festival City and highlights the talent and enthusiasm we have for our product and the market we serve."

A number of other Dubai-based shopping centres also received awards at the event with Deira City Centre, Burjaman and Mall of The Emirates leading the way.

McArthur said: "As the Middle East ICSC trustee, I would like to personally congratulate the other mall operators on their successes."

McArthur, who also addressed the conference on the meteoric rise of the Middle East's retail industry, praised Dubai's dynamism and its continued innovation.

"Tonight showed the world that Dubai is a city of talent. It has talented owners, managers and operators. A staggering number of entries, 15 out of 24 MAXI awards, were given to centres from outside the USA. I feel this clearly demonstrates that the North American markets are saturated and true new marketing innovation is being found around the globe. Dubai has every reason to be proud."

The award comes just weeks before Dubai Festival City opens the first phase of its Festival Centre, with the launch of the UAE's largest IKEA 'destination' store, and the all-encompassing development's Automotive Park, with the world's largest Toyota showroom, where state-of-the-art facilities will redefine the car buying experience in the UAE.

The signature waterfront destination's Festival Centre has been heralded by the international community because of its pioneering 'fusion concept' that seamlessly blends a plethora of experiences into one customer-centric environment.

"By considering all the elements involved in a visit to a shopping centre and the addition of leisure aspects, the Festival Centre is somewhere people will want to visit again and again. It is a carefully planned fusion of hospitality, leisure, lifestyle, retail and entertainment - a new kind of experience tailored to a more demanding and expectant audience," said McArthur.

"The 'fusion-centre' is the next wave of retailing in Dubai, creating points of differentiation and critical mass."