A city that reinvents itself every few years is not easy to remain relevant in. Dubai is on the leading edge of malls, restaurants and entertainment zones. However, a single brand has been able to stand its ground in the past 20 years and that is Mall of the Emirates Sheikh Zayed Road Dubai. This time around with a Dh5 billion redevelopment, the landmark is preparing to focus on the future with a combination of retail, leisure, wellness, and technology the region never experienced before.
The entire transformation, which will be the 20th anniversary of the mall, will see the international brands making Dubai as their entry point into the Middle East.
The Retail Shake-Up: Global Giants Move In
Imagine walking into a mall and finding a brand that’s only ever existed online, until now. That’s exactly what shoppers will experience when Skims Dubai finally opens its doors later this year. Kim Kardashian’s shapewear and lifestyle label has conquered the digital space, but its first-ever physical store will be inside Mall of the Emirates. For a city that thrives on being first, this is a big win.
Just steps away, American beauty giant Ulta Beauty will make its UAE debut. Ulta has always been a U.S. staple store with its own brand of premium and affordable products. Its entry into Dubai will create a wider scope of the competition as the more established names will be challenged by its disruptive model.
Then there is Primark Dubai Mall the much-awaited arrival of the British fast-fashion chain. The retailer will launch within a year, and its affordable way of life and homeware will be offered to the audience that is willing to get fashionable but not too expensive options.
Combined, these brands are an indication of only one thing: Dubai is no longer merely a retailing point on the global tour. It’s the launchpad.
A Bold Infrastructure Overhaul
The shopping is only part of the story. For CEO Khalifa Bin Braik of Majid Al Futtaim Asset Management, the redevelopment is as much about convenience as it is about glamour.
Traffic flow has always been a challenge in Dubai, especially on Sheikh Zayed Road. To fix that, engineers are currently building a seamless entry ramp from Abu Dhabi, making access smoother for visitors from the capital. This forms part of a larger road network upgrade that’s been underway for nearly two years.
Parking is also getting a 21st-century refresh. Forget fumbling with tickets—the mall introduced a barrier-free parking system last year, and now plans to completely modernize parking facilities over the next 12–15 months. Bin Braik calls it “giving back valuable time to our customers,” but for shoppers who dread weekend traffic jams, it sounds like relief.
100 New Stores, 20,000 Square Metres
The expansion is massive in scale. Over the next five years, 100 new retail outlets will take shape across 20,000 square metres of additional leasable space. The team insists the work will be staged carefully to avoid disrupting the mall’s existing 40 million annual visitors.
That patience is deliberate. “We don’t want to rush it,” Bin Braik says. “It’s about preserving the customer experience, not chasing deadlines.”
This long-game approach reflects Dubai’s broader strategy: building sustainable growth rather than short-lived hype.
Dining Under the Stars
If the retail mix sounds exciting, the dining transformation might be even more intriguing. In a daring architectural move, sections of the mall’s roof are being removed to create an outdoor dining district. For the first time, visitors will enjoy al fresco dining under Dubai’s night sky without leaving the mall.
The new setup will feature five distinct culinary zones, ranging from global concepts to local favorites. In a city obsessed with food trends, this “dining under the stars” concept could be a crowd magnet.
A New Era of Entertainment
Shopping malls in Dubai have always gone beyond retail, but Mall of the Emirates is doubling down with four new entertainment concepts to be unveiled within 16 months.
The rollout has already begun. Recently VOX Cinemas Mall of the Emirates added to the region the first dining experience with IMAX, and there is a newly opened cultural space designed in the manner of Covent Garden with dance studios and performance stages. The second wave will be a combination of creativity and entertainment and will keep the mall alive to the families, teens and culture seekers.
Wellness Takes Center Stage
Wellness is no longer a side offering, it’s a lifestyle. Recognizing this shift, the mall has partnered with Dubai’s Seven Wellness to create Gray Wellness, a sprawling 25,000-square-foot sanctuary inside the Kempinski Hotel.
From mindfulness to nutrition, Gray Wellness aims to be more than a spa. It’s positioned as a full-fledged hub for self-care, movement, and longevity. Scheduled to open within weeks, it reflects a larger consumer demand for experiences that nurture both body and mind.
Local Champions Rising
The headlines may spotlight Kardashian-backed brands and retail giants, but the redevelopment also strengthens the mall’s ties with local businesses.
Since the pandemic, homegrown F&B names have found a foothold in Dubai’s malls. Now, programs like Launchpad are pushing these success stories beyond borders, helping small regional brands scale into markets like Egypt, Bahrain, and Oman.
It’s a reminder that while Dubai is a magnet for international powerhouses, it also fosters regional entrepreneurship.
The Digital-Physical Fusion
Instead of treating e-commerce as a competitor, Mall of the Emirates is embracing it. The mall’s loyalty app already serves 5 million members, and new AI-powered tools are being rolled out to enhance navigation and personalize shopping.
This “omnichannel” approach is why digital-first brands like Skims are choosing the mall for their physical debut. It isn’t about counting how many people walk through the doors; it’s about creating seamless experiences worth returning for. As Bin Braik puts it, “What matters is if every shopper leaves smiling.”
What This Means for Dubai’s Future
For Dubai, the stakes are high. The city is keen to retain its status as the retail capital of the Middle East, considering that its competitors such as Riyadh and Doha are investing in the lifestyle destination.
The Mall of the Emirates Sheikh Zayed Road Dubai redevelopment demonstrates the way emirate wants to remain on top: to combine the world glamour with national taste, to put wellness on top of the shopping, and to ensure that the trip is as comfortable as the destination.
The Road Ahead
Dubai doesn’t just build malls; it builds experiences. This redevelopment is proof. With Skims, Ulta Beauty, and Primark Dubai Mall joining the lineup, along with bold upgrades in infrastructure, wellness, and dining, Mall of the Emirates is not just expanding, it’s reinventing what a shopping destination can be.
It’s a reminder that in Dubai, even the familiar can feel brand new.
FAQs
1. What is the cost of the Mall of the Emirates redevelopment?
The project carries a Dh5 billion price tag, one of the biggest retail investments in the UAE.
2. When will Skims open in Dubai?
The Skims Dubai store is scheduled to open by the end of this year.
3. Is Ulta Beauty coming to the UAE?
Yes. Ulta Beauty will open its first UAE store at Mall of the Emirates this year.
4. When will Primark Dubai Mall launch?
Primark’s debut at Mall of the Emirates is expected in 2026.
5. How many new stores are being added?
About 100 new retail outlets will open across 20,000 sqm of additional space.
6. What other changes are coming to the mall?
Expect AI navigation, smarter parking, outdoor dining, new entertainment zones, and a wellness hub alongside the retail expansion.
