DUBAI —Majid Al Futtaim has unveiled an ambitious $1.36 billion metamorphosis of the Mall of the Emirates, the original temple of luxury shopping that changed the Middle East’s retail scene two decades ago.

The transformation will elevate what is already a luxury powerhouse into what executives describe as a “mall of new possibilities.” The sweeping vision, announced as the iconic destination celebrates its 20th anniversary, will expand the mall’s footprint and widen the luxury experience with wellness, culture, and entertainment-focused lifestyle concepts.

“We’re letting go of the ordinary and building the extraordinary to stay relevant for the consumers of today and, most importantly, attract the consumers of tomorrow,” Khalifa bin Braik, chief executive officer of Majid Al Futtaim Asset Management, said in an exclusive interview with WWD. “What we have proven is that the mall is not just a place to shop or transact. It’s an ecosystem that offers visitors a multitude of experiences around luxury shopping. We continuously look at exceeding expectations, given the ever-changing consumer trends and habits.”

As part of Majid Al Futtaim’s portfolio of 29 shopping malls across the Middle East and Africa, Mall of the Emirates stands as a flagship property spanning over 2.4 million square feet with 630 stores and 100 F&B outlets. The expansion comes at a pivotal moment for Mall of the Emirates, which welcomed more than 40 million visitors and generated $3.4 billion in sales in 2024.

Tourist contributions have grown to 25-26 percent since the COVID-19 pandemic, demonstrating the destination’s expanding global appeal.

The expansion with increase the mall’s luxury footprint, addressing longstanding requests from leading global brands. In the last few years, the mall had already increased its luxury gross leasable area by 20 percent. The expansion will allow 100 new stores, elevated VIC (very important client) services, plus more customer engagement opportunities via pop-up spaces and exclusive events.

Implementation of the transformation will be staged, with $300 million already allocated to key enhancements currently underway. Initial projects are scheduled for completion this year, with the full vision set to be realized by 2030.

“Wellness has become a big trend,” bin Braik observed. “We’re looking at adding, for the first time, a luxury wellness proposition focused on longevity, nutrition, fitness.” This vision will materialize as SEVEN Wellness Club, a first-of-its-kind 25,000-square-foot wellness center within the Kempinski Mall of the Emirates offering premium fitness, spa, and recovery experiences.

The mall’s cultural dimension will be enhanced with the introduction of the “New Covent Garden” cultural hub, developed in partnership with Dubai Performing Arts Academy and London’s Pineapple Studios. Set to open later this year, it will feature a 600-seat theater and rehearsal spaces, establishing the mall as a destination for arts and performance.

A new indoor-outdoor precinct will bring a dynamic mix of fast-casual dining and interactive entertainment. At its heart will be the mall’s first-ever outdoor F&B courtyard, slated to debut in early 2027, transforming into a lush green oasis during cooler months.

“The transformation reinforces Majid Al Futtaim’s position as a pioneer in the region’s retail and leisure landscape,” said bin Braik. For luxury brands with a presence in the mall—already one of the world’s highest-performing retail destinations—the expansion promises more opportunities to connect with an affluent and places a significant vote of confidence in the future of physical retail.