Dubai’s City Centre Deira to open renovated East Court amid Dhs377m redevelopment project

Dubai’s City Centre Deira, owned and operated by retail conglomerate Majid Al Futtaim, is set to open its renovated East Court as part of a Dhs 377m redevelopment project that is nearing completion.

The redevelopment project is in line with a shift in consumer preferences for personalisation and engaging experiences.

City Centre Deira will launch its new F&B concept, Food Central, which will initially introduce Kitchen 35 and The Acai Spot — two new outlets — before the culinary destination fully opens in September.

City Centre Deira is reintroducing the ‘Home’ category, opening a total of 35 new shopping, dining, and entertainment outlets through 2020. Newly added and refurbished outlets include Zara, Brands for Less, American Eagle, and Sephora.

The home furnishing store Home Centre and variety store HEMA have also opened at the mall, marking their debut in City Centre Deira. Meanwhile, Centrepoint is set to open by the end of June.

Fuad Sharaf, managing director of UAE, Oman and Bahrain Shopping Malls at Majid Al Futtaim Properties, said, “The culmination of more than two years’ worth of work and planning, the redevelopment of City Centre Deira enables us to keep pace with changes in modern consumer preferences. The project elevates the customer experience with an interactive multi-concept food hall and new brands to suit our customers’ evolving needs. As Majid Al Futtaim’s first flagship shopping mall, City Centre Deira will now offer a more memorable and convenient customer journey.”

Sharaf added: “As we open up the East Court, we are pleased to announce a seamless trajectory toward completion. The completion is testament to Majid Al Futtaim’s commitment to delivering on its promises. Ultimately, we seek to provide an innovative way of engaging visitors by creating a social space right among a popular and diverse retail mix.”