Dubai’s Mall of the Emirates has changed its logo and taken on a new brand identity, 10 years after its previous rebranding.
Owned by Majid Al Futtaim, Mall of the Emirates first opened in 2005, and is home to over 630 retail brands, spanning 233,467 sqm.
The mall is also well known for housing the Middle East’s first indoor ski resort and snow park, the first cinema in the Middle East dedicated to children called VOX Kids, as well as a retail concept destination – THAT Concept Store.
The move is aimed at enhancing the mall’s appeal to visitors, Michelle Walsh, Senior Director of Marketing and Communications at Majid Al Futtaim.
Walsh explained that the “rebranding revolves around extensive research that our consumers feel we offer a personalised experience that can only be found at Mall of the Emirates due to the unique array of outstanding retail options, shopping rewards, convenience accessibility and digital services that transform the idea of a shopping mall into a personalised space of unfettered possibilities and unlimited discovery.”
Walsh added that as part of rebranding, “we are pleased to reveal a sophisticated creative identity along with an elevated version of the iconic logo of Mall of the Emirates.”
The new logo is plain red, without the snowflake, shopping cart, escalator, penguin and skiing graphics.
Dubai’s Mall of the Emirates introduces new offers for customers
“This brand refresh stems from our belief that shopping is just the beginning with Mall of the Emirates – at the heart of this campaign is our unique individual-centric approach to our customers that further reinforces the timeless appeal of this destination,” Walsh said.
Customers can expect a range of enhanced experiences, including VIP lounges, – Cle D’or and The 9 – smart parking services, and a digital concierge. The mall’s SHARE lifestyle rewards program offers shoppers various rewards and privileges, Walsh said.
The SHARE lifestyle rewards program at Mall of the Emirates is designed to provide visitors with a rewarding shopping experience.
Through the SHARE app, shoppers can access various benefits, including cashback in points for their shopping, dining, and experiences at the mall.
In addition, the SHARE app allows for contactless payments throughout the mall using SHARE Pay, enabling instant earn-and-burn rewards for added convenience. This program aims to make shopping at Mall of the Emirates rewarding for visitors, offering loyalty points, privileges, and partner benefits.
When asked about its digital agenda, Walsh explained that Mall of the Emirates now offers services such as Digital Concierge and online shopping across various brands.
The Digital Concierge service can be accessed via the Mall of the Emirates WhatsApp channel, with every item delivered within four hours in Dubai.
Walsh added that the rebrand will “further enhance” the mall’s competitive appeal, and is well-equipped to “tackle any future challenges.”
“To make shopping even more convenient for customers, we also offer Hands Free Shopping where shoppers can drop their purchases and have them deliver to either a chosen location within the mall, their car or home,” Walsh said, adding that the mall’s Store of the Future – an immersive digital store – allows brands to take over for short pop up store by using “the power of shopper analytics and immersive digital displays to engage customers in a more enriching in store experience.”
When asked what retailers can look forward to following the rebranding, Walsh explained that the “innovative and refreshing rebranding follows exhaustive studies into consumer patterns and future trends, and will therefore strengthen the brand proposition for every retailer at Mall of the Emirates – while preparing for the introduction of exciting new brands.”
In June, the mall received the certification for LEED Platinum for Operation and Maintenance, making it world’s largest operating LEED platinum mall.
The mall has achieved savings of 53.2 megawatt-hours of energy and conserved 141,400 cubic meters of water in all its activities since 2018.
The certification was granted based on the mall’s environmental performance in five key areas: energy usage, water conservation, waste management, transportation, and the overall human experience.
“This award not only underscores our focus on creating value for both people and the planet, but also adds greater momentum to our journey towards our Sustainable Business Commitments, which include becoming Net Positive in carbon and water by 2040,” Walsh said.