Tourism & Hospitality | Thursday 31 December, 2015 1:29 pm |

Mall of the Emirates, Majid Al Futtaim’s flagship lifestyle and luxury shopping destination, is set to welcome a record number of visitors as the most frequently-visited mall hosts a captivating schedule of events in celebration of the 21st edition of the Dubai Shopping Festival (DSF), which is inviting participants to ‘Unwrap the Exceptional’ from 1 January – 1 February 2016.  

With four weeks of unrivalled shopping experiences, including the launch of the region’s 12-hour Flash Sale, the FASHION CENTRAL event with celebrity flair, compelling international stage shows, daily chances to win by testing your memory and a luxurious automotive grand prize, Mall of the Emirates is offering a diverse array of experiences all under one roof.

To celebrate more than two decades of DSF, Mall of the Emirates has created the UAE’s first-ever Flash Sale concept which will be held on 1 January 2016.  For twelve hours, participating retailers will offer specially-selected items at deeply attractive discounts of up to 90% off until stocks run out. In addition, during the flash sale, visitors to Majid Al Futtaim malls in Dubai – Mall of the Emirates and City Centre Deira, Mirdif and Me’aisem - will receive tokens when shopping at any retailer in the mall which will automatically enter them into a draw with the grand prize of AED 50,000 to be announced on January 1st at midnight at City Centre Mirdif.

The opening days of DSF also introduce the launch of Mall of the Emirates’ ‘Stop Dreaming’ campaign, in which shoppers have an interactive luxury automotive experience with the Lamborghini Huracan 2016, and one lucky winner who spends AED 650 during the month will drive this luxurious car home at the end of the festival.

“Dubai Shopping Festival has provided Majid Al Futtaim with a platform for innovation for more than two decades, and this year Mall of the Emirates’ visitors will find a new aspect of DSF to experience every week of the festival,” said Fuad Mansoor Sharaf, Senior Director – Property Development, Shopping Malls for Majid Al Futtaim. “From our first-ever flash sale to major fashion and celebrity reveals, Mall of the Emirates is set to deliver our vision of creating great moments for everyone, everyday.”

Another visual spectacle at Mall of the Emirates for DSF 2016 is FASHION CENTRAL, which comes alive through ‘Fashiontainment’, including an incredible performance by global music superstar OMI, highlighting the fusion of style and music. Throughout the month-long festival, participating brands will host catwalk shows, in-store presentations and pop-up activations of their latest collections, showcasing the emerging style trends that will prevail throughout 2016.

Furthermore, mall shoppers will have the opportunity to win instantly when they test their memory skills at the Memory Game Activation. From 22 – 31 January visitors who shop AED 450 in the mall can redeem tokens to play the digital game where one winner per day will walk away with AED 5000 by simply matching two cards.