THE DUBAI MALL NEwsLETTEr

INsIDE

Contents 03 Welcome From The CEO

04 The Big Picture: A 22-Screen Cineplex

08 Mall Talk, Fitting Out Your Store

10 The Dubai Mall Sponsors DIFW

12 The Grove’s Retractable Roof

16 Creating The Right Look For Your Store

18 Souk Al Bahar Opens Its Doors

20 Emaar Malls Debuts At MAPIC 2007

24 The Aquarium: An Underwater Experience

26 All The Latest News And Key Contacts

ISSUE 10 | 2007

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The publisher and Emaar regret that they cannot accept liability for any error or omissions printed, however caused. The opinions and views contained in this publication are not necessarily those of the publisher. Readers are advised to seek specialist advice before acting on information published here, which is provided for general use and may not be appropriate for the readers’ particular circumstances. The ownership of trademarks is acknowledged. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form without the permission of the publishers in writing. © 2008 The Media Factory FZ–LLC. ISSN 1993-8837

This issue of Downtown coincides with many exciting developments at The Dubai Mall - as we see more of the Mall’s spectacular structure nearing completion and the surrounding retail sites progressively coming on-stream. Souk Al Bahar is a great example: with its opening on 29 November, it

Welcomehas a unique combination of features – a superb waterfront setting and a location in the heart of Downtown Burj Dubai. This is an environment from which retailers will greatly benefit. As a greater proportion of the Downtown Burj Dubai comes to fruition, Ibelieve the global community will see that it offers unique, world-class advantages for retailer and customer alike.

I am also delighted to announce that a new Joint Venture between Emaar Malls Group and the Cathay Organisation allows us to create an unprecedented entertainment ‘megaplex’ within The Dubai Mall – a 22-screen cinema complex unlike anything previously seen in Dubai. Together with Cathay, we have formed a new company - Reel Entertainment LLC – which will be responsible for installing other remarkable cinemas within our mall developments across the MENA region and the Indian subcontinent.

With so much happening, it is appropriate timing for Emaar Malls Group to promote

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THE DUBAI MALL NEwsLETTEr

ISSUE 10 | 2007 itself on the international stage - and so we were pleased to take part in MAPIC 2007 in Cannes, the leading retail developer showcase. Our review of the event speaks volumes about the current scale of opportunity on the international stage.

One of the areas we will focus on from now until the opening of The Dubai Mall, is how Emaar Malls Group will help every size and style of retailer have the best possible presence in the Mall. Through our inhouse Retail Delivery Team, we will provide highly detailed, step-by-step guidelines and resources for the delivery of the stores. I hope that every retailer will read this feature and understand our commitment to ensuring the smoothest possible transition from signed contract to the opening day.

rashid Zakaria DolehCEO, Emaar Malls Group

registered at Dubai Media CityPublished by The Media Factory FZ LLCPO Box 37262, Dubai, UAETel: +971 4 390 2260 Fax: +971 4 429 0937

The Media Factory GroupChairman rany Zakaria DolehManaging Director Andréa slaterSales Director Chris shaw

EditorialEditor Paul Godfrey Senior Subeditor Ken CampbellSubeditor Megha Lodha KathariyaEditorial Assistant sarah Alphanso

studioArt Director Frank stebbingDesigner Pranoti raotePhotography Bahr Karim

AdvertisingSenior Sales Manager Grant rodwell

ProductionProduction Manager Fakhruddin MadraswallaProduction Coordinator sarat Chandra

Distribution, Circulation & subscriptionsSenior Distribution Manager John JoseDeputy Distribution Manager Nilesh DevadiaSenior Subscription Executive shanti LasradoPrinted by Emirates Printing Press

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The big picture at The Dubai Malla new Joint Venture with Cathay organisation will Create the largest Cinema Complex in Dubai – making the Dubai mall the leaDing entertainment hub

Thoroughfare

the 22-screen cinema complex will include four Vip halls and an arthouse hall

as regular readers of Downtown will know, the theme of ‘shoppertainment’ is a crucial part of The Dubai Mall experience – the ability to delight customers and heighten the enjoyment of every visit are factors that set the Mall apart from any of its predecessors. Of course, the presence of a stylish, hi-tech and multi-screen cinema complex is fundamental to the shoppertainment mix and to the Mall’s powers of customer attraction.

So it was with great pleasure that Emaar Malls Group signed an importantJoint Venture agreement with Cathay Organisation, a leading Singapore-basedentertainment group, with a view todeveloping and operating a 22-screen

the cinema complex at the Dubai mall will have a seating capacity of 3,000 seats

cinema megaplex in The Dubai Mall – destined to be the largest cinema in Dubai. The joint venture will also build a superb multi-screen cinema facility in Dubai Marina Mall, the only Mall in Dubai boasting a waterfront location.

The joint venture forms a brand-new company, Reel Entertainment LLC, in which Emaar Malls Group will havea 75 per cent stake (with the remainderowned by Cathay Organisation). Moreover,Reel Entertainment will work with Emaar to develop and operate cinemas in malls across the MENA region and the Indian Subcontinent.

the ‘megaplex’ anD what it offersThe cinema complex that Reel Entertainment will create at The Dubai Mall will feature 22 screens with a total seating capacity of 3,000. Coveringa total area of 110,000 sq.ft., there willbe four VIP halls, a Premier hall (seatingup to 350 people), an Arthouse hall and16 regular halls. The huge scale and size of what’s on offer throughout the megaplex quite literally means there’s something for everyone, whether you want the latest action block-buster or prefer to savour the award-winning classics of world cinema.

opportunitiesThe Joint Venture agreement was signedby Rashid Doleh, Chief ExecutiveOfficer, Emaar Malls Group LLC, andChoo Meileen, Executive Director Cathay Organisation. Rashid Doleh explained that: “Reel Entertainment will redefine the cinematic experience in our shopping malls by employing the latest in digital audio-visual technology and offering superior service standards, including online booking

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Cathay Organisation’s longstanding and reputable history in the movie industry will enable Emaar Malls, through Reel Entertainment, to create the entertainment platform across the region and confidently deliver and manage world-class cinemas in our shopping malls rashid Doleh, Ceo, emaar malls group

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from left: Jason matthews, Chief strategy officer, emaar malls group, Jim badour, eVp-assest management, Choo meileen, executive Director, Cathay organisation, rashid Doleh, Ceo, emaar malls group, suhaimi rafdi, president, Cathay organisation and teo keng beng, Director, Cathay organisation

looking forward to a wonderful partnershipwith Emaar and it is indeed a privilege to beworking with them. We are pleased to be able to showcase what we are best known for; a cinematic experience that would bememorable and distinctly different.”

The Joint Venture is a mutually beneficialagreement complementing the strengths ofboth parties that means that it is possible to offer a greater combined presence in foreign markets. An example will be the cineplexes

to be rolled out in Emaar’s projects in Egypt following the completion of The Dubai Mall. These will be located in the shopping malls at Cairo Gate, Uptown Cairo and NewCairo City. Beyond Egypt, key markets on the horizon with a cinema operation are Morocco, India, Pakistan, Syria and Turkey.

The megaplex ‘adds value’ to The Dubai Mall’s offer and brings a quality and richness of entertainment that will make a visit to the Mall even more memorable.

facilities, automated kiosks and box-office counters located throughout our malls. Cathay Organisation is a leading movie entertainment provider in Asia, and theoperational expertise they bring will be a valuable asset to our expandingportfolio of international projects. Our initial projects – the megaplex at TheDubai Mall and the cineplex at the Dubai Marina Mall – will bring world-classcinematic and entertainment options to the residents of Dubai. Cathay Organisation’s longstanding and reputable history in the movie entertainment industry will enable Emaar Malls, through Reel Entertainment, to create the entertainment platform across the region and confidently deliver and manage world-class cinemas in our shopping malls.”

experienCe, expertise, exCitementCathay is the leading entertainment provider in Asia, and since its foundation in 1935, it has built a pioneering presence in the movie industry. Its core businessincludes cinemas in Singapore and Malaysia, film acquisition, distribution and production. The company is well-known

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The cinema complex that Reel Entertainment will create at The Dubai Mall will feature 22 screens and have a total capacity of 3,000 seats

for its commitment to providing productsand services that consistently meet the highest quality standards – a background that inspires confidence for the deliveryof a world-class multiplex doing justiceto the grandeur of The Dubai Mall.

At the launch of the Joint Venture, ChooMeileen observed, “We are delighted to bethe first Singapore exhibitor to go beyondthe shores of South East Asia. It is veryexciting to enter a new market. We are

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Aligning the vision

The DubAi MALL hAs been pLAnneD To inspire reTAiLers AnD cusToMers ALiKe; iMMense cAre wAs TAKen To ensure excepTionAL cusToMer fooTfALL AnD fooTfLow ThroughouT The enTire MALL - AnD iTs AccessibiLiTy AnD LocATion MeAn ThAT every shopper wiLL be DeLighTeD wiTh The reTAiL Mix

Mall Talk

emaar’s retail Delivery Team

To find out exactly how the conception, execution and customer demographics of The Dubai Mall are so perfectly aligned, Downtown spoke to Sonny Tan, Vice President, Architecture and Capital Projects. Sonny works intensively with the Project Architecture Team and spearheads the Emaar inhouse Retail Delivery Team on tenancy follow-through and fit-out.

“First things first”, says Sonny. “There are basically two different layouts which the vast majority of large malls use in order to ensure that people really walk the mall - and The Dubai Mall uses both of them. Firstly, there is the ‘Dumbell Configuration’, so-called because it links two larger, highly attractive zones by means of a walkway or thoroughfare. If you look at a blueprint of The Dubai Mall, this configuration is used throughout, from area to area - so the visitor is always been ‘pulled’ (in a very dynamic way) towards one of the zones. It is no exaggeration to say that the entire Mall is

assembled from a mosaic of these dumbbell-shaped layouts - they are prominent everywhere, whether you approach from North, South, East or West.”

Then there is the ‘racetrack’ configuration, named because visitors walk around an oval-shaped concourse, eventually returning to where they started, having been given a powerful opportunity to absorb everything they see along the way. Each of the main zones in The Dubai Mall has its own racetrack layout - a bit like a ‘mall within a mall’. Look especially at the High Fashion areas and the Concourse, for example. These racetrack configurations will often interconnect with the dumbbell-shaped areas: a good illustration of this is the area around the Aquarium, and where the Galleria meets the Concourse.”

precincTs“The whole Mall” says Sonny, “is best thought of as a series of inter-linked precincts. This is how our architect actually blueprints and design the Mall; this design approach ensures that there cannot be any ‘dead’ areas, because every single part is designed to be rich with variety and retail activity. Each area can stand on its own merits as well as serve as the gateway for the next precinct. Then, as we fit all the precincts together, we create main thoroughfares that surround and link them all. These are, in their own way, huge examples of the racetrack philosophy - they enable you to walk around the entire mall, and we ensure that there are no ‘dead ends’ or cul-de-sacs. You are always being presented with more retail opportunities, not ways out of the building.”

“Also, as you walk a main thoroughfare, every 100-200 metres there will be what

we call a ‘nodal point’. This will always have a ‘vertical connection’, ie, a majorjunction with another walkway, bringing an opportunity to explore something freshand new. So visitors always feel energisedand motivated, and accordingly, boosttheir dwell time.”

MAin ATTrAcTionsBut with so much activity everywhere, howdoes the Mall ensure that people ventureinto the inner sections (which might behundreds of metres from the main

entrances). Sonny explains: “We pullpeople deep into the mall by the very central location of the main attractions: theAquarium and the Gold Souk are primeexamples. They act as ‘magnets’, encouraging exploration - which of coursemeans more great shopping opportunitieson the way!”

soMeThing for everyone“The Mall”, continues Sonny, “has a verydiverse retail mix. To start with, each of thefour main entry zones has a profoundly different character and category of merchandising. There is the Concourse (watches, jewellery, beauty ); the Carnival (family, lifestyle, sports); the Galleria (prêt a porter / fashion - and itself the epitome ofthe ‘racetrack’ configuration); and fashion precinct ( haute couture and the world’s top fashion and designer brands). As you enter from any one of these areas, you are confronted by a ‘T’ junction crossroads, giving you a choice of where to go next. Whichever route you take, you will soon see that the retailers’ shops and their merchandising progressively changes as youmove from zone to another. There will alsobe the attractions along the mall like theAquarium where you will be able to watchthe shark feeding or at the ice rink whereyou can catch an ice hockey game going on...with charming places to stop for lunch ora coffee. This truly is a mall for everyone.”

An ‘inTegrATeD’ LocATion“The retail positioning of the Mall is mirrored by its location in the heart ofDubai; this setting ideal because it is the optimum location for the maximum number of people to reach. This is an area that hasgrown organically - Doha Street, for example, has always been there - rather

than being ‘grafted on’ in the last couple of years. It isn’t as if we decided to build the Mall on a freshly-reclaimed site somewhere beyond Jebel Ali, for example. The Mall ishalf way between the old Dubai and thenew; it’s equally accessible whether you livein Bur Dubai or Dubai Marina, in ArabianRanches or Festival City.”

“Also, it is important to remember Dubai’s superb position as a ‘gateway’ and logistical hub. The combination of Dubai’s centralised location and the Mall’s own highly accessible position means The Dubai Mall is very appealing to both residents and tourists.”

“The other factor that will help build the Mall’s reputation is the way it isabsolutely full of world-class attractions.This is not just a premier retail mix (on alevel scarcely ever conceived of before),but the epitome of ‘shoppertainment’, where visitors will find a host of wonderful, engaging activities. The Mall itself is also surrounded bystunning developments, not least the world’s tallest tower, Burj Dubai. When complete, The Dubai Mall, will offer exclusive access to the observation deck at the Burj Dubai - a truly world-class offer.”

Also, as you walk a main thoroughfare, every 100-200metres there will be what wecall a ‘nodal point’. This willalways have a ‘verticalconnection’,ie, a major junction with another walkway, bringing an opportunity to explore something fresh and new

sonny Tan, vp, Architecture and capital projects

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Setting new trends

Dubai Mall News

thE dUBaI maLL pUt thE EmIratE oN thE gLoBaL faShIoN map WhEN It SpoNSorEd dUBaI INtErNatIoNaL faShIoN WEEk

Lights, music, glitter, chiffon, denim and silk! Once again Dubai International Fashion Week pulled out all the stops, and fabrics, to push fashion forward in theMiddle East. The second Dubai Inter-national Fashion Week (DIFW), held from 22-25 October 2007, saw designers from around the world present their Spring-Summer 2008 collections over a four-day event at the One & Only Royal Mirage Hotel.

Leading international designers turned heads and models strutted along the cat-walk wearing Walid Atallah and Rubin Singer, while young designers from the Middle East showcased their homegrown creations. Building on the success of the first fashion week in April earlier this year, DIFW has become a meeting ground for new and interesting fashion ideas – a leading fashion event that infuses fresh talent into the industry.

So who better to sponsor the event than The Dubai Mall, which will be one of the world’s largest shopping destinations when it opens in the heart of the prestigious

Downtown Burj Dubai next year? Featuring over 1,200 specialty stores spread over agross leasable area of 3.77 million sq. ft.,The Dubai Mall will boast a fashion precinct dedicated to haute couture show-casing the world’s most luxurious brands. Not only will The Dubai Mall reiterate Dubai’s status as the region’s fashion hub, but it will further position the emirate on the world fashion map through concerted efforts in retailing and fashion events. And DIFW is the first of many such events.

The Dubai Mall’s partnership with DIFW demonstrates Emaar’s commitment to both international and local fashion – and it isthe perfect opportunity to promote the fashion precinct, which will house flagship stores for leading fashion designers.

The DIFW visitors were treated to a sneak preview of The Dubai Mall’s fashion precinct, where the world’s most desired designers will showcase their global collections. Featuring the greatest depth and breadth in designer couture, this willbe an extensive avenue for fashion

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Models strutted along the catwalk wearing Walid Atallah and Rubin Singer, whileyoung designers showcased their home-grown creations

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Not only will The Dubai Mall reiterate Dubai’s already significant standing as the region’s fashion hub, but it will further position the emirate on the global fashion map through retailing and fashion events

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enthusiasts to shop in exclusive style, andelevate fashion retailing to a new dimension. “Joining hands with Dubai International Fashion Week is an invaluable opportunity to emphasise The Dubai Mall’s dedication to high-end fashion – a trend and interest increasingly apparent within Dubai’s fast-moving, stylish consumer society,” said Rashid Doleh, CEO, Emaar Malls Group.

The DIFW saw a mix of established and emerging talent presenting their collections to an audience of local, regional and international buyers and media. There were five fashion shows a day, with designers from the UAE, Lebanon, Saudi Arabia, India, Pakistan, Japan, the Netherlands, Australia and Denmark, showcasing the best of the region and beyond. While designers revelled in the opportunity to present their collections, followers relished the chance to see the styles that will be making their way into stores the coming season.

Many regional names were in the media spotlight, including the Dubai-based Danish designer Mille Rostock who returned to the DIFW ramp with a chic, feminine and

highly wearable collection titled Romantic Future. Nayla Yared, Project Manager for DIFW, said, “DIFW has constantly focused on bringing global focus to the local fashion industry.” International celebrity stylist and creative consultant for

DIFW, Kithe Brewster worked closely with all designers to style their

collections and DIFW also invited international media foradded exposure to the local fashion trade. Models also paraded collections by designers such as Aiisha Ramandan, Raipanchola

and Rabia Z, who have all chosen to base

themselves in Dubai. According to Nayla,

“this is because Dubai is advantageously

positioned between the West and the East: it is a perfect

gateway.” What’s more, four new designers,

winners of the Emerging Talent contest, showcased

their creations on the second day of DIFW, including Emirati designer Rabia Z’s collection, which brought out the beauty of Arab women in a way that was both trendy and in keeping with tradition. Modelled on the world-renowned Paris, London and New York fashion weeks,

DIFW is fast becoming a global fashion icon itself.It was conceived by Concept Media, with the ultimate aim of establishing the

emirate as a leading fashion city – where emerging fashion trends set the tone for the rest of the region. Nayla said, “Dubai is a cosmopolitan city with a

beautiful mix of cultures. The result is a colorful combination of ethnic, traditional

yet incredibly western and wearable fashion. Minus the history that New York

and London fashion week enjoy, DIFW has in mere two editions attained a highly professional level of event execution. As for designers, we saw that celebrity stylist KitheBrewster’s collection, along with J Mendel and our own Amber Feroz (winner of last year’s emerging talent hunt and participant this year), have been invited to the New York Fashion Week. Considering all that, I would say that we compare fairly well to these fine fashion events.”

As all eyes turned to this fashion extravaganza, inter-national attention also turned to The Dubai Mall, which Nayla describes as “one of the most looked forward to destinations,

up-market, fashionable; a true place to be in.” So, if you didn’t get the

opportunity to catch the latest trends at DIFW,

then you c an rely on The Dubai Mall to keep you one step ahead of the rest!

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Seeing the lightThe Grove at The Dubai Mall is a vision of the futureTHe GrOve aT THe DubaI MaLL IS a THeMeD InDOOr-OuTDOOr avenue - anD IT

bOaSTS a reTracTabLe rOOf THaT’S aMOnG THe MOST InnOvaTIve In THe wOrLD

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The retractable roof is made up of glass PTfe tensile fabric

How do you cover a 250-metre-long retail avenue while at the same time ensuring that it’s an open-air site aslong as the weather will allow? With a retractable roof that can open and close in minutes and uses the latest “transfer technology” to offer the most equable climate 365 days a year –even in the desert.

That’s the retractable roof over The Grove, a themed precinct in The Dubai Mall and with a strong emphasis on outdoor lifestyle, sports and leisure. The sophistication of the retail space is matched by its technologically-innovative roof, which can open in the pleasant winter months and close to protect customers against theextreme heat of the summer, or in case of rain. The roof – which is made of glass

The panels roll over each other on a series of rails To open the roof, the panels stack up like a deck of cards when the roof is closed it will keep out hot air, dust and rain

PTFE tensile fabric – closes in sections that slide (with great precision) over each other. Although the total weightof all the moving panels is almost 100 tonnes, the roof is still able to move from closed to completely open position in approximately three minutes. What‘s more, the rails holding the sliding sections are made with such fine tolerances that their tracking will never vary by more than 0.5mm. If any proof was needed of how nimble the sliding roof can be, it is this: The Grove also plays a key role in The Dubai Mall’s smoke extraction plan, and the roof opens automatically once the fire alarm sounds. It is a fire safety code requirement that at least 30 sq.m. of roof area will be open before the alarm has sounded for 60 seconds. Given the weight of the

structure, this is nothingless than a super-fast response.

cHaLLenGeS Or OPPOrTunITIeS?Downtown spoke to Ho Kok Siang, Resident Architect, The Dubai Mall, about the roof’sinnovative technology and the R&D processbehind its design and manufacture. Forexample, what kind of machinery makesthe roof retract, and what kind of technology does it use? Mr Ho replied: “Together with our Design Director, Mr. Ti Lian Seng,from the architectural firm of DP Architects Pte Ltd., we designed and developed the retractable roof in the Singapore office, andduring this period we also worked with specialist consultants from Meinhard Façade Technology and Meinhardt (Singapore) Consultants Pte Ltd. The resultwas that we came up with a very simple

solution: the panels are stacked like a deck of cards when the roof is in the openposition; in the closed position, the panelswill roll over each other on a series of railsand move into their final position withenough overlap to keep out hot air, dustand rain.”

David McLeod, Chief Resident Architect, adds that: “one of the challenges is that the components of the retractable roof are located on five different building structures - which posed huge technical problems. We finally settled on a hydraulic system similar to that found in telescopic boom cranes. The advantages here included reduced power consumption, faster operating speed and low maintenance. The roof panels move faster as they close/open in unison compared to a

The panels are stacked like a deck of cards when the roof is in the open position; in the closed position, the panels will roll over each other on a series of rails and move into their final position with enough overlap to keep out hot air, dust and rain

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rack and pinion system where each panel would need to unlock and move into position one at a time.”

“Special thanks are due here to the sub-contractor’s specialist engineering team. They worked with us and played an important role in coming up with the innovative design. When the specialist engineers came on board, we looked at minimising maintenance and operational costs - eventually

resulting in the alternative - hydraulic - driving system being utilised.”

OPTIMuM MaTerIaLSWhat exactly are the materials used in the roof’s construction? Ho Kok Siang explains that “glass PTFE tensile fabric is used to allow natural light to transmit into the space below. This will change into naturally diffused light with feint shadows, softly illuminating the street. White colour

is selected for the fabric, which will reflect most of the solar energy, so minimising the influx of heat into the shopping street during the day. All in all, we are delighted by the level of practicality and innovation that the roof embodies. In fact, according to the Middle East Council of Shopping Centers, The Dubai Mall will have the world’s first indoor/outdoor active lifestyle precinct with a retractable roof.”

The technologically-innovative roof can open in the cooler months and close to protect customers against the extreme heat of the summer, or in the case of rain

According to the Middle East Council of Shopping Centers, The Dubai Mall will have the world’s first indoor/outdoor active lifestyle precinct with a retractable roof

Design Director of DPa, Mr.Ti Lian Seng

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Creating your new storeAs eveRy ReTAIleR KNows, The sToRe fIT-ouT cAN mAKe oR bReAK A uNIT’s success – PRecIsely why we mAKe suRe The ReTAIl DelIveRy TeAm woRKs wITh New TeNANTs ThRouGh eveRy sTeP of The PRocess. mel lIDsTeR, GeNeRAl mANAGeR - ReTAIl DelIveRy, exPlAINs exAcTly how ThIs ‘PARTNeRING’ PRocess woRKs

The appeal of The Dubai Mall is such that itoffers strong market benefits to retailers ofmany different styles and sizes. From world-renowned international brands to local businesses looking to upgrade their presenceand commercial impact; and from stores who are fitting-out their one hundredth store to those who are fitting out their first. But whatever the scale and experience, thereis one consistent factor: Emaar Malls willwork with your business to make the fit-outas simple, cost-effective and professionalas possible.

Mel Lidster, GM, Retail Delivery explainsthat “Once the tenancy agreement has beensigned, the Retail Delivery Team do every-thing they can to make the fit-out process

The Dubai mall offers a strong opportunity to every size and style of retailer

as streamlined as possible; we help the retailer completely from start to finish. This journey starts with threefundamental steps:1) There is a ‘kick-off’ meeting. Thispresents the tenant with a full description of their unit, explaining in detail the information contained within the Tenantmanuals and Logistics plan, confirming unit dimensions, positioning of power-points, precise location within the Mall, entry/exit routes etc.2) This information is blueprinted in a setof Lease Outline Drawings (LODs). These can be taken directly to a designer or contractor; they contain all the necessary detail with which to get a fit-out underway.

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emaar malls will help retailers achieve the most professional presentation mel lidster, General manager - Retail Delivery

Bigger, international retailers will have their own in-house interior design team, and names such as Cartier, Prada and Armani will fly-in a senior designer to review the unit first-hand. Of course, the majority of retailers won’t have quite those resources, so Emaar will introduce them toa recommended designer, and explain precisely how to brief the designer on their wants and needs.3) The retailer is given a Tenant Manual. This is an extremely detailed compendium of everything that the retailer needs toknow about what is and what isn’t necessary in the fit-out, and how this must comply with Mall’s design guidelines. The Tenant Manual contains four checklists, covering everything from recommended types of lighting, to glazing, electricals and Health & Safety requirements.

“In these ways, the retailer receives

guidance on every conceivable aspect of thefit-out process. This is then given a ‘real-time’ emphasis by means of a generic programme, which we put together for everyretailer. This explains when each aspect of the fit-out needs to be completed, culminating with a final handover and merchandising.”

PRIoRITIes AND coNceRNs“Of course”, says Mel, “there are always certain parts of the fit-out that need specialattention – lighting, for example. We guide retailers away from neon lighting (which rapidly deteroriates, resulting in ‘dead’ sections) to LED sources, which are more eco-friendly. We have specially fitted-out showroom units where we can demonstrate exactly what well-designed LED lighting can achieve. Most of the retailers who seethis are amazed at the difference.”

Other high-priority concerns are explainedby Sonny Tan, Vice President, Architecture& Capital Projects: “One of the areas wherethe more inexperienced retailer can encounter difficulties is with the actualshop frontage and facsia. Emaar Malls recognises this and at Souk Al Bahar inorder to mitigate this, have actuallyhandled all the overall procurement for shopfrontages, commissioning them fromleading designers who understand the mall’sdesign criteria perfectly. We then pass on theindividual cost to each retailer. Ourretailers are often stunned when they seethe quality of what they are getting for theirmoney. For example, we provide aluminiumfascias that are 5mm thick, as opposed to themore common 1.5mm; this means the shopfrontage won’t be dented the first time it ishit by a pram.”

“Also, the fascias we have bought will not

discolour: they are coloured by means of aprocess that actually adheres the paint at amolecular level, so they can never be scratched or become unsightly. Moroever, they are all coloured ‘Medinat Brown’, soeach and every one fits in with the Mall’sidentity and colourways. This sameattention to detail is apparent in all the doorfurnishing we recommend: handles aresolid brass, and when we pass them toretailers to inspect, they are often sosurpised by their weight and high quality.”

NexT sTePs …What happens once the retailer has completed the design plans? As Mel Lidsterobserves, “There are two different stages tothe design process: the Concept design andthe Detailed design. Emaar Malls can helpwith both phases, and once we approve theresults, the retailer can start work on thestore. In the case of The Dubai Mall, werecommend that work starts early, so, ideally, it gets completed some months before the Mall opens. The unit is then‘mothballed’ until the Mall’s official opening. Working like this takes pressureoff both the retailer and us, as developers of the Mall: we all know that there won’tbe any last-minute rush. The retailer willthen be able to re-access the store in orderto carry out all the merchandising; this cantake anything from one week to one month,depending on the size of the store.”

“Throughout this whole process”, addsMel, “We try to keep liaison with theretailer as informal as possible. We believethat the Tenants are our customers and thatour teams first priority is to help them.”There is no part of the process where wecan’t be of assistance to simplify things andoffer retailers the benefit of our expertise.”

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TWO fACTORs mAkINg sOUk AL BAHAR A pREmIER RETAILER CHOICE

Contemporary interpretations of the traditional souk format are extremely popular in Dubai – offering retailers a highlevel of activity and a real sense of intimacy with affluent customers and prospects. In Downtown Burj Dubai, Dukkan Al Manzil, Dukkan Tamarhind and Dukkan Qamardeen have set exciting and innovative precedents. Now there is a major newoffering, taking the souk format to fresh heights with a level of décor and ambience that is second to none: Souk Al Bahar.

WHEN sIzE ANd LOCATION COmE TOgETHER…Souk Al Bahar opened on 29 November, 2007. The first feature to produce comments was the huge scale of the central atrium– unprecedented in any other Dubai souk. Towering sandstone pillars, leading the

souk Al Bahar has a superb waterfront provenance overlooking the Burj dubai tower

Scale & prestige

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eye to the exquisite environment of the uppergallery, open out to a colossal, roofed space that is immediately reminiscent of theancient bazaars of Damascus and Aleppo.Moreover, in contrast to other Dubai souks,the area is flooded with natural light, whichremains a key theme as the retail space extends into adjacent aisles, with beautifulattention to detail and rustic, rough-hewn brickwork.

As Leasing Director, Gregory Vogt comments: “What we have done is puttogether something that offers retailers a reallyunique way of meeting customers. While it isgrand and spacious with great visitor capacity,it also maintains the allure of the souk format,with many interesting spaces and a good dealof variety in the way that the retail areas arepresented. Everyone who visits will begenuinely surprised by the depth and qualityof what’s on offer.”

The reality is that Souk Al Bahar actually brings a new retail template to the UAE: thatof a souk offering the amenities of a mid-sizedmall, where visitors are spoilt for choice andcarefully-planned retail magnets draw customers from one zone to the next.

The appeal and dimensions of the interior are matched by a superb location that is amongthe best in the Downtown Burj Dubai district:step outside and a charming footbridge willlink directly to The Dubai Mall when it opensin 2008; or walk only 20 metres across to thesplendours of the Palace Hotel. When complete, one can choose to dine al fresco - or simply enjoy the superb waterfront setting.The souk’s excellent F&B offer will come on-stream in the coming months. The views across the lake to the grandeur of the BurjDubai tower are simply stunning, and there isno better place to enjoy the performance spectacle of the world’s largest musical

fountain when complete. Souk Al Bahar offersvisitors an island-like feel unlike any otherdestination in Dubai. Located in the heart ofthe vibrant Downtown Burj Dubai community,Souq Al Bahar will become the next hotspotdestination for tourists and residents.

RETAIL CHOICESenior Leasing Executive, Ghada Siam explains that “when complete, the Souk will have over 100 stores with approximately 22restaurants and cafés making up an exceptional dining offer. It’s a varied environ-ment where you’ll find names like Marina Interiors and Al Jaber Optical – not to mentionkey names in F&B like Paul Café, and Deanand Deluca.” Greg adds that “retailers can takeadvantage of some extraordinary units here,with areas often featuring mezzanine floorsand lower levels – perfect for private andfamily dining. Conveniently positionedbetween old and new Dubai, Souk Al Baharwill be Dubai’s next hotspot with its range ofcafés and waterfront dining, creating avibrant social scene in Dubai.”

As Haifa Al Hammadi, Senior Leasing Executive, says, “The whole environment hereis so exceptional that both retailers andvisitors can thoroughly enjoy the uniqueatmosphere. We are planning a number of‘roaming events’ aimed at celebrating theopening and announcing key attractions to residents and retailers. Our message to customers is that this is a great opportunity to shop at a showcase development in the heart of Downtown Burj Dubai. Come and see us.”

Haifa Al Hammadi and ghada siam, senior Leasing Executives, Emaar malls group LLC

It brings a new retail template to the UAE, a souk offering the amenities of a mid-sized mall

gregory Vogt, director of Leasing, Emaar malls group LLCsouk Al Bahar brings a new retail template to the UAE

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MAPIC: a resounding successWhere better to ShoWcaSe the emaar mallS Groupbrand than at mapic 2007, the moSt excluSive platform for international developerS - Where 10,000 real eState & retail profeSSionalS attended thiS hiGhly anticipated yearly event

taking place in mid-November in Cannes, France, MAPIC is one of the largest and most prestigious events in the retail calendar. No other retail show can equal its breadth of geographic coverage, drawing together representatives from as

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far afield as the USA, Canada, UK, Russia, Hong Kong, Turkey, Lebanon and Egypt - precisely why it provided an ideal venue for the debut of the Emaar Malls Group. Especially since many of the delegates represent municipal authorities looking to develop new Malls construction programmes, or are themselves highly skilled architects or engineers looking to join forces with key industry names.

Emaar’s presence revolved around an informative, commanding stand where display panels, virtual presentations and ample literature provided a ‘one stop shop’ for key backstory briefings on the flagship projects - especially, of course, The Dubai Mall. However, other innovative signature projects were also featured, including Dubai Marina Mall and Souk Al Bahar.

As Angela Bak, Marketing Manager, comments: “this venue was a superb exercise for differentiating the Emaar Malls Group brand; many people would come to the stand quite fascinated by Emaar’s growing reputation, and they’d want to find out more about the detail and character of our projects. For others who were less knowledgeable, we used MAPIC as a perfect opportunity to build awareness, explaining who we are, what we do and whether there was a market ‘fit’ with their activities and concerns. I was impressed by the number of positive dialogues we were able to initiate.”

makinG the moSt of the opportunityIn order to take full advantage of such a ‘blue chip’ audience, Emaar sent delegates from key departments and included David Robinson, Vice

the emaar malls Group stand provided a strong, informative ‘one-stop’ venue

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President, Asset Management, MartinCampbell, Director of Development, Sally Yacoub, Director of Leasing andAngela Bak, Marketing Manager.

“I can’t think of any other event”, says David, “where there is such a strong‘push-pull’ effect. As well as talking to retailers and developers, I spent a lot of time meeting potential mall managers:people with pristine credentials whohave exactly the right international experience to work with our expandingbrand. I was also able to talk to some ofthe premier-league suppliers, and thinkin terms of economies of scale andstreamlining logistics.”

“This is also a good environment for

identifying new development opportunities, of course; and seeing competitors, business partners and customers in the same hall really enables you to audit the brand and see where the best branding opportunities are to be had. Also, colleagues of mine on the leasing side were continually kept busy meeting new potential tenants or building existing relationships. While originally, our view was that we would go to MAPIC to ‘test the water’ in terms of the Emaar Mall’s Group’s recognition factor, we came away feeling that we should have an even stronger presence next year.”

Martin Campbell concurs: “MAPIC enabled me to meet a good-quality

selection of designers, contractors and landscape architects - people who can add value to the present mix. I also spent a lot of time handling enquiries about Emaar properties, talking about the developments featured on the stand and explaining what is in the pipeline. My view is that this kind of venue suits Emaar Malls Group very well, because we don’t believe that there is one ‘universal’ malls recipe. Rather, we believe in ‘appropriate action’ - building what’s right for each market. People are very open to our ideas, because they know we listen to what they want.”

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We used MAPIC as a perfect opportunity to build awareness, explaining who we are, what we do and whether there was a market ‘fit’ with their activities and concerns

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It’s official!

RetAileR Reception heRAlds the lAunch of ‘souk Al bAhAR’

Announcement

on 29 October, Emaar Malls Group weredelighted to host a Souk Al BaharRetailer Reception. The reception – set in the Courtyard between the Palace Hotel and the Souk Al Bahar itself – was attended by more than 60 retailers, and was a fullbriefing on the fit-out ‘countdown’. Everyone took a guided tour of the Souk, familiarising themselves with the retail environment, and re-visiting their own units. They were also updated on who

had already started fitting-out, and how remaining work on the Souk was scheduled for completion. Media packs were distributed and there was a sit-down dinner - perfect for discussing the opportunities and logistics of the weeks to come.

fAst tRAck: An important feature of the evening was the announcement that, given the imminent opening, a Fast Track Fit Out Process was now being implemented.

This detailed the critical steps for ensuring the safe and proper delivery of a complete unit, while helping to maximise the number of retailers trading on the opening date.

The 29 November opening date had many mutual landlord/retailer benefits, and the Fast Track programme gives retailers hands-on, step-by-step guidance as to how they can take the best advantage of the coming weeks.

mARketing: The Souk’s launch is comple-mented by marketing activities, and an itinerary of these was presented to everyone at the reception. There will be outdoor advertising, door-drop direct mailer campaigns targeting Emaar residents, and liaison with hotels and travel agencies as well as entertainment and cultural events (on-site or on the Boulevard). There will also be a customer service centre, valet car parking and clear wayfinding signage.

The FastTrack Fit Out Process highlights critical steps for safe andproper deliveryof a unit.

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The Boulevard comes of age

the BoulevArd is destined to Be one of the world’s greAt Avenues - And it officiAlly comes of Age right now

this is a genuinely exciting time forDowntown Burj Dubai retailers. The month of December is already seeing the Boulevard come to life with weekend activities and events taking place right on the Boulevard, by the Old Town Island entrance and the Al Manzil Hotel. This area has now opened up, revealing a beautifully landscaped area, creating a perfect backdrop for outdoor festivities.

With the celebrations having started on the National Day Weekend, there are excellent events planned for the weeks ahead, on Fridays and Saturdays from 2:00pm -10:00pm.

dec 7 – dec 8: Community WeekendA 2-day event focusing on welcoming the Downtown Burj Dubai residents, and offering family and/or community-themed activities and attractions. highlights: Evening BBQ, community art canvas, local musicians/street performers,

gardening and interior decorating workshops, face painting and more.

dec 14 – 15: Market on the BoulevardA 2-day event where the Boulevard willbe transformed into an outdoor market-place giving retailers the opportunity toshowcase their offerings. highlights: Live music featuring localjazz bands.

dec 21 – dec 22: A Festive Boulevard A 2-day event in celebration of thefestive period.highlights: Decorative street lighting, outdoor ice rink and market stallsselling festive gifts.

Retailers will benefit both from theBoulevard events and the opening of SoukAl Bahar, as Downtown Burj Dubai projects itself as a live destination, increasing awareness to residents and tourists - and driving traffic into your stores.

Boulevard

The month of December is already seeing the Boulevard come to life with the weekend activities and events taking place right on the Boulevard, by the Old Town

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SETTINg NEW hEIghTS…

An architectural and engineering masterpiece, Burj Dubai, is officially the world’s tallest building and free-standing structure, and currently stands over 586m in height. Surpassing record-breakers such as CN Tower in Canada (553.33m) and Taipei 101 in Taiwan (508m), Burj Dubai on completion will be the tallest structure in the world in all four of the criteria listed by the Council of Tall Buildings andUrban Habitat (CTBUH). The council measures height to the structural rooftop, and to thetip of the spire, pinnacle, antenna, mast or flag pole. Although currently, still under construction, Burj Dubai is already the tallest free-standing building on the planet.

ARmANI RESIDENcES

Enjoy the highest standards of living at the exclusive Armani Residences offering the ultimate in design, fine taste and luxury. Designed by Giorgio Armani, the 144 private residences are located on levels 9 to 16 of the iconic Burj Dubai and offer residents a unique lifestyle experience. Featuring one- and two- bedroom luxury residential suites, the Armani Residences range in size from 1,068sq ft to 2,237sq ft and are decorated with an exclusive range of Armani/Casa home furnishings. The homes feature clean lines, practicality, state-of-the-art technology and provide a new definition of space – marked by style, elegance and individuality.

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New AppointmentsNew management staff at Emaar MallsDAVID ROBINSON Vp of asset managementDavid has over 16 years’ experience in retail in Australia, the USA and in the UK with major mall development companies. David joins us from Majid Al Futtaim, where he undertook the role as the Vice President of Deira City Centre in Dubai, where he headed up a large team, achieved a growth in malls rental income and developed strategic implementations to increase revenue.

COLIN CAULFIELDDirector of asset managementColin has over 11 years’ experience in Asset Management in the UK. He has held various roles in his career, including National Facilities Manager and Group operations Manager, and his last position was Head

of Property at Lendlease, one of the largest mall management companies globally.

TIM HILLDirector of Facilities managementTim has over 12 years’ experience in Facilities Management, nine of which have been in retail. Tim joins us from Malaysia where he was Managing Director for an integrated facility management company - where he proved very successful in increasing revenues and implementing a change management process.

DAVID MACADAM Vice president of Leasing David comes to us with 26 years of leasing experience in North America and the UAE. Throughout his career David has specialised in the development of leasing

strategies for both existing assets and future developments. David also has a BAin Executive Management Programs as well as being an active member of the ICSC.

DEEPAK REGO assistant Director - strategic partnershipsDeepak Rego joins Emaar Malls as Assistant Director - Strategic Partnerships, where he will be largely focussed on the sponsorship activities for Kidzania. Deepak has a large amount of experience in the UAE and Asia in events, entertainment and promotions. Deepak comes from the Dubai Community Theatre and Arts Centre located at the Mall of the Emirates, where he played a significant role in raising sponsorship and patronage.

PADMINI BALASINGAM senior Leasing managerRelocating from Malaysia to join Emaar Malls and the specialty leasing team, Padmini comes with over 13 years of retail and leasing experience. In this role, Padmini will be responsible for promotions and advertising for Emaar Malls’ retail assets.

MARIA FINLEY specialty Leasing managerMaria comes with 10 years’ experience in

leasing and has been involved with some of Dubai’s largest malls, including Mall of Emirates and Deira City Centre. Maria will use her extensive experience to specialise in short-term leasing for Emaar Malls.

GIHAN EL-MATBOULY Government Relationship managerGihan has worked with Emaar since January 2003 and joins Emaar Malls from the corporate office, where she was primarily responsible for the Administration and Government Liaison for the Department of Economic Development. In her new role, Gihan will work within the Asset Management Team and will provide the information process between tenants, Emaar Malls and the relevant Government bodies

SUZANNE STRONGRetail Design managerSuzanne joins us from Majid Al Futtaim, where she was a Retail Design and Delivery Manager working on retail designs for Deira City Centre and Mall of the Emirates amongst others. Suzanne has a Bachelor of Architecture degree and has worked on retail and interior designs across the world.

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kEy COnTACTS AT EmAAR mAllS gROUp

How to reach us?

The dubai mallSouk al bahardownTown burj dubaigeneral manager: Yousif Al AliEmail: enquiry@thedubaimall.com

dubai marina mallgeneral manager: Ian FergusonEmail: dubaimarinamall@emaar.com

CommuniTy CenTreSAsset manager: Lenka CherryEmail: lcherry@emaar.ae

leaSingVp of leasing: David MacadamDirector of leasing: Gregory VogtDirector of leasing: Sally YacoubEmail: cynthiaf@emaar.aelkildani@emaar.ae

aSSeT managemenTEVp Asset management: Jim BadourVp Asset management: David RobinsonDirector of Asset management: Colin CaulfieldEmail:dyanes@emaar.aejjoziasse@emaar.ae

markeTing Senior marketing manager: Karen Willettmarketing manager: Angela BakEmail:emaarmalls@emaar.com

FaCiliTieS managemenT Director, Facilities management: Tim HillmEp manager: Bassam NajjarEmail: rpereira@emaar.ae

burj dubai buSineSS SquareBuilding 3, Floor 2, PO Box 9440, Dubai, UAETel: 04 367 5588Fax: 04 367 5501

Primary Contacts