ISSUE 10 | 2007

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 Groves 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

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Welcome
THE DUBAI MALL NEwsLETTEr

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/ Welcome

ISSUE 10 | 2007
registered at Dubai Media City Published by The Media Factory FZ LLC PO Box 37262, Dubai, UAE Tel: +971 4 390 2260 Fax: +971 4 429 0937

The Media Factory Group Chairman rany Zakaria Doleh Managing Director Andra slater Sales Director Chris shaw Editorial Editor Paul Godfrey Senior Subeditor Ken Campbell Subeditor Megha Lodha Kathariya Editorial Assistant sarah Alphanso studio Art Director Frank stebbing Designer Pranoti raote Photography Bahr Karim Advertising Senior Sales Manager Grant rodwell Production Production Manager Fakhruddin Madraswalla Production Coordinator sarat Chandra Distribution, Circulation & subscriptions Senior Distribution Manager John Jose Deputy Distribution Manager Nilesh Devadia Senior Subscription Executive shanti Lasrado Printed by Emirates Printing Press

This issue of Downtown coincides with many exciting developments at The Dubai Mall - as we see more of the Malls 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

has 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, I believe 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

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 Doleh CEO, Emaar Malls Group

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 FZLLC. ISSN 1993-8837

Thoroughfare
The big picture at The Dubai Mall
a new Joint Venture with Cathay organisation will Create the largest Cinema Complex in Dubai making the Dubai mall the leaDing entertainment hub
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 Malls powers of customer attraction. So it was with great pleasure that Emaar Malls Group signed an important Joint Venture agreement with Cathay Organisation, a leading Singapore-based entertainment group, with a view to developing and operating a 22-screen
the cinema complex at the Dubai mall will have a seating capacity of 3,000 seats the 22-screen cinema complex will include four Vip halls and an arthouse hall

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the megaplex anD what it offers

The cinema complex that Reel Entertainment will create at The Dubai Mall will feature 22 screens with a total seating capacity of 3,000. Covering a total area of 110,000 sq.ft., there will be four VIP halls, a Premier hall (seating up to 350 people), an Arthouse hall and 16 regular halls. The huge scale and size of whats on offer throughout the megaplex quite literally means theres something for everyone, whether you want the latest action block-buster or prefer to savour the award-winning classics of world cinema.

opportunities
The Joint Venture agreement was signed by Rashid Doleh, Chief Executive Officer, Emaar Malls Group LLC, and Choo 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 audiovisual technology and offering superior service standards, including online booking

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

/ thoroughfare

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 have a 75 per cent stake (with the remainder owned 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.

Cathay Organisations 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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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

facilities, automated kiosks and box-office counters located throughout our malls. Cathay Organisation is a leading movie entertainment provider in Asia, and the operational expertise they bring will be a valuable asset to our expanding portfolio of international projects. Our initial projects the megaplex at The Dubai Mall and the cineplex at the Dubai Marina Mall will bring world-class cinematic and entertainment options to the residents of Dubai. Cathay Organisations 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 worldclass cinemas in our shopping malls.

experienCe, expertise, exCitement

Cathay 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 business includes cinemas in Singapore and Malaysia, film acquisition, distribution and production. The company is well-known

/ thoroughfare

for its commitment to providing products and services that consistently meet the highest quality standards a background that inspires confidence for the delivery of a world-class multiplex doing justice to the grandeur of The Dubai Mall. At the launch of the Joint Venture, Choo Meileen observed, We are delighted to be the first Singapore exhibitor to go beyond the shores of South East Asia. It is very exciting to enter a new market. We are

looking forward to a wonderful partnership with Emaar and it is indeed a privilege to be working with them. We are pleased to be able to showcase what we are best known for; a cinematic experience that would be memorable and distinctly different. The Joint Venture is a mutually beneficial agreement complementing the strengths of both 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 Emaars projects in Egypt following the completion of The Dubai Mall. These will be located in the shopping malls at Cairo Gate, Uptown Cairo and New Cairo 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 Malls offer and brings a quality and richness of entertainment that will make a visit to the Mall even more memorable.

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Mall Talk
Aligning the vision
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

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

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emaars retail Delivery Team

assembled from a mosaic of these dumbbellshaped 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.

entrances). Sonny explains: We pull people deep into the mall by the very central location of the main attractions: the Aquarium and the Gold Souk are prime examples. They act as magnets, encouraging exploration - which of course means more great shopping opportunities on the way!

soMeThing for everyone

The Mall, continues Sonny, has a very diverse retail mix. To start with, each of the four 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 (prt a porter / fashion - and itself the epitome of the racetrack configuration); and fashion precinct ( haute couture and the worlds 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 you move from zone to another. There will also be the attractions along the mall like the Aquarium where you will be able to watch the shark feeding or at the ice rink where you can catch an ice hockey game going on... with charming places to stop for lunch or a coffee. This truly is a mall for everyone.

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

sonny Tan, vp, Architecture and capital projects

we call a nodal point. This will always have a vertical connection, ie, a major junction with another walkway, bringing an opportunity to explore something fresh and new. So visitors always feel energised and motivated, and accordingly, boost their dwell time.

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

MAin ATTrAcTions
But with so much activity everywhere, how does the Mall ensure that people venture into the inner sections (which might be hundreds of metres from the main

than being grafted on in the last couple of years. It isnt as if we decided to build the Mall on a freshly-reclaimed site somewhere beyond Jebel Ali, for example. The Mall is half way between the old Dubai and the new; its equally accessible whether you live in Bur Dubai or Dubai Marina, in Arabian Ranches or Festival City. Also, it is important to remember Dubais superb position as a gateway and logistical hub. The combination of Dubais centralised location and the Malls own highly accessible position means The Dubai Mall is very appealing to both residents and tourists. The other factor that will help build the Malls reputation is the way it is absolutely full of world-class attractions. This is not just a premier retail mix (on a level 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 by stunning developments, not least the worlds 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.

/ MALL TALK

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 major junction with another walkway, bringing 09 an opportunity to explore something fresh and new

Dubai Mall News

Setting new trends
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 the Middle East. The second Dubai International Fashion Week (DIFW), held from 22-25 October 2007, saw designers from around the world present their SpringSummer 2008 collections over a four-day event at the One & Only Royal Mirage Hotel. Leading international designers turned heads and models strutted along the catwalk 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 worlds 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 a gross leasable area of 3.77 million sq. ft., The Dubai Mall will boast a fashion precinct dedicated to haute couture showcasing the worlds most luxurious brands. Not only will The Dubai Mall reiterate Dubais status as the regions 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 Malls partnership with DIFW demonstrates Emaars commitment to both international and local fashion and it is the 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 Malls fashion precinct, where the worlds most desired designers will showcase their global collections. Featuring the greatest depth and breadth in designer couture, this will be an extensive avenue for fashion

mohd. khadra

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Models strutted along the catwalk wearing Walid Atallah and Rubin Singer, while young designers showcased their homegrown creations

Not only will The Dubai Mall reiterate Dubais already significant standing as the regions fashion hub, but it will further position the emirate on the global fashion map through retailing and fashion events
enthusiasts to shop in exclusive style, and elevate fashion retailing to a new dimension. Joining hands with Dubai International Fashion Week is an invaluable opportunity to emphasise The Dubai Malls dedication to high-end fashion a trend and interest increasingly apparent within Dubais 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 for added 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. Whats more, four new designers, winners of the Emerging Talent contest, showcased their creations on the second day of DIFW, including Emirati designer Rabia Zs 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,

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SoBIa Nazar

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 Kithe Brewsters collection, along with J Mendel and our own Amber Feroz (winner of last years 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, international 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 didnt 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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BLack IS Back

Spotlight

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/ SPOTLIGHT

Seeing the light

THe GrOve aT THe DubaI MaLL IS a THeMeD InDOOr-OuTDOOr avenue - anD IT bOaSTS a reTracTabLe rOOf THaTS aMOnG THe MOST InnOvaTIve In THe wOrLD
The Grove at The Dubai Mall is a vision of the future

How do you cover a 250-metre-long retail avenue while at the same time ensuring that its an open-air site as long 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. Thats 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 technologicallyinnovative roof, which can open in the pleasant winter months and close to protect customers against the extreme heat of the summer, or in case of rain. The roof which is made of glass

PTFE tensile fabric closes in sections that slide (with great precision) over each other. Although the total weight of 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. Whats 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 Malls 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 nothing less than a super-fast response.

cHaLLenGeS Or OPPOrTunITIeS?
Downtown spoke to Ho Kok Siang, Resident Architect, The Dubai Mall, about the roofs innovative technology and the R&D process behind its design and manufacture. For example, what kind of machinery makes the 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, and during this period we also worked with specialist consultants from Meinhard Faade Technology and Meinhardt (Singapore) Consultants Pte Ltd. The result was that we came up with a very simple

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

solution: 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. 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

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/ SPOTLIGHT

The retractable roof is made up of glass PTfe tensile fabric

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

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/ SPOTLIGHT
Design Director of DPa, Mr.Ti Lian Seng

According to the Middle East Council of Shopping Centers, The Dubai Mall will have the worlds first indoor/outdoor active lifestyle precinct with a retractable roof The technologicallyinnovative 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
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-contractors 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. 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 worlds first indoor/outdoor active lifestyle precinct with a retractable roof.

OPTIMuM MaTerIaLS
What exactly are the materials used in the roofs 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

Taking Part
As eveRy ReTAIleR KNows, The sToRe fIT-ouT cAN mAKe oR bReAK A uNITs 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 it offers strong market benefits to retailers of many different styles and sizes. From worldrenowned international brands to local businesses looking to upgrade their presence and 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, there is one consistent factor: Emaar Malls will work with your business to make the fit-out as simple, cost-effective and professional as possible. Mel Lidster, GM, Retail Delivery explains that Once the tenancy agreement has been signed, the Retail Delivery Team do everything they can to make the fit-out process as streamlined as possible; we help the retailer completely from start to finish. This journey starts with three fundamental steps: 1) There is a kick-off meeting. This presents the tenant with a full description of their unit, explaining in detail the information contained within the Tenant manuals and Logistics plan, confirming unit dimensions, positioning of powerpoints, precise location within the Mall, entry/exit routes etc. 2) This information is blueprinted in a set of 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.
The Dubai mall offers a strong opportunity to every size and style of retailer

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Creating your new store

NexT sTePs
What happens once the retailer has completed the design plans? As Mel Lidster observes, There are two different stages to the design process: the Concept design and the Detailed design. Emaar Malls can help with both phases, and once we approve the results, the retailer can start work on the store. In the case of The Dubai Mall, we recommend that work starts early, so, ideally, it gets completed some months before the Mall opens. The unit is then mothballed until the Malls official opening. Working like this takes pressure off both the retailer and us, as developers of the Mall: we all know that there wont be any last-minute rush. The retailer will then be able to re-access the store in order to carry out all the merchandising; this can take anything from one week to one month, depending on the size of the store. Throughout this whole process, adds Mel, We try to keep liaison with the retailer as informal as possible. We believe that the Tenants are our customers and that our teams first priority is to help them. There is no part of the process where we cant be of assistance to simplify things and offer retailers the benefit of our expertise.

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 wont have quite those resources, so Emaar will introduce them to a 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 to know about what is and what isnt necessary in the fit-out, and how this must comply with Malls 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 the fit-out process. This is then given a realtime emphasis by means of a generic programme, which we put together for every retailer. 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 special attention 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 see this are amazed at the difference.

Other high-priority concerns are explained by Sonny Tan, Vice President, Architecture & Capital Projects: One of the areas where the more inexperienced retailer can encounter difficulties is with the actual shop frontage and facsia. Emaar Malls recognises this and at Souk Al Bahar in order to mitigate this, have actually handled all the overall procurement for shop frontages, commissioning them from leading designers who understand the malls design criteria perfectly. We then pass on the individual cost to each retailer. Our retailers are often stunned when they see the quality of what they are getting for their money. For example, we provide aluminium fascias that are 5mm thick, as opposed to the more common 1.5mm; this means the shop frontage wont be dented the first time it is hit by a pram. Also, the fascias we have bought will not

/ TAKING PART

discolour: they are coloured by means of a process that actually adheres the paint at a molecular level, so they can never be scratched or become unsightly. Moroever, they are all coloured Medinat Brown, so each and every one fits in with the Malls identity and colourways. This same attention to detail is apparent in all the door furnishing we recommend: handles are solid brass, and when we pass them to retailers to inspect, they are often so surpised by their weight and high quality.

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Retailer Launch
Scale & prestige
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 high level 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 new offering, taking the souk format to fresh heights with a level of dcor and ambience that is second to none: Souk Al Bahar.

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/ RETAILER LAUNCH

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

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 put together something that offers retailers a really unique way of meeting customers. While it is grand and spacious with great visitor capacity, it also maintains the allure of the souk format, with many interesting spaces and a good deal of variety in the way that the retail areas are presented. Everyone who visits will be genuinely surprised by the depth and quality of whats on offer. The reality is that Souk Al Bahar actually brings a new retail template to the UAE: that of a souk offering the amenities of a mid-sized mall, where visitors are spoilt for choice and carefully-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 among the best in the Downtown Burj Dubai district: step outside and a charming footbridge will link directly to The Dubai Mall when it opens in 2008; or walk only 20 metres across to the splendours of the Palace Hotel. When complete, one can choose to dine al fresco or simply enjoy the superb waterfront setting. The souks excellent F&B offer will come onstream in the coming months. The views across the lake to the grandeur of the Burj Dubai tower are simply stunning, and there is no better place to enjoy the performance spectacle of the worlds largest musical

It brings a new retail template to the UAE, a souk offering the amenities of a mid-sized mall
fountain when complete. Souk Al Bahar offers visitors an island-like feel unlike any other destination in Dubai. Located in the heart of the vibrant Downtown Burj Dubai community, Souq Al Bahar will become the next hotspot destination for tourists and residents.

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/ RETAILER LAUNCH

RETAIL CHOICE
Senior Leasing Executive, Ghada Siam explains that when complete, the Souk will have over 100 stores with approximately 22 restaurants and cafs making up an exceptional dining offer. Its a varied environment where youll find names like Marina Interiors and Al Jaber Optical not to mention key names in F&B like Paul Caf, and Dean and Deluca. Greg adds that retailers can take advantage of some extraordinary units here, with areas often featuring mezzanine floors and lower levels perfect for private and family dining. Conveniently positioned between old and new Dubai, Souk Al Bahar will be Dubais next hotspot with its range of cafs and waterfront dining, creating a vibrant social scene in Dubai. As Haifa Al Hammadi, Senior Leasing Executive, says, The whole environment here is so exceptional that both retailers and visitors can thoroughly enjoy the unique atmosphere. We are planning a number of roaming events aimed at celebrating the opening 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

souk Al Bahar brings a new retail template to the UAE

gregory Vogt, director of Leasing, Emaar malls group LLC

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

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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

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. Emaars 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 Emaars growing reputation, and theyd 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.

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

makinG the moSt of the opportunity

In order to take full advantage of such a blue chip audience, Emaar sent delegates from key departments and included David Robinson, Vice

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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

President, Asset Management, Martin Campbell, Director of Development, Sally Yacoub, Director of Leasing and Angela Bak, Marketing Manager. I cant 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 who have exactly the right international experience to work with our expanding brand. I was also able to talk to some of the premier-league suppliers, and think in terms of economies of scale and streamlining 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 Malls Groups 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 dont believe that there is one universal malls recipe. Rather, we believe in appropriate action building whats right for each market. People are very open to our ideas, because they know we listen to what they want.

Announcement
Its official!
on 29 October, Emaar Malls Group were delighted to host a Souk Al Bahar Retailer 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 full briefing 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.

RetAileR Reception heRAlds the lAunch of souk Al bAhAR

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/ Announcement

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.

The Fast Track Fit Out Process highlights critical steps for safe and proper delivery of a unit.

mARketing: The Souks launch is complemented by marketing activities, and an itinerary of these was presented to every one 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.

Boulevard
The Boulevard comes of age
this is a genuinely exciting time for Downtown 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. gardening and interior decorating workshops, face painting and more.

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

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/ Announcement

dec 14 15: Market on the Boulevard

A 2-day event where the Boulevard will be transformed into an outdoor marketplace giving retailers the opportunity to showcase their offerings. highlights: Live music featuring local jazz bands.

dec 21 dec 22: A Festive Boulevard A 2-day event in celebration of the festive period. highlights: Decorative street lighting, outdoor ice rink and market stalls selling festive gifts.
Retailers will benefit both from the Boulevard events and the opening of Souk Al Bahar, as Downtown Burj Dubai projects itself as a live destination, increasing awareness to residents and tourists - and driving traffic into your stores.

dec 7 dec 8: Community Weekend

A 2-day event focusing on welcoming the Downtown Burj Dubai residents, and offering family and/or communitythemed activities and attractions. highlights: Evening BBQ, community art canvas, local musicians/street performers,

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

Downtown Overview

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/ DOWNTOWN OVERVIEW

SETTINg NEW hEIghTS

An architectural and engineering masterpiece, Burj Dubai, is officially the worlds 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 and Urban Habitat (CTBUH). The council measures height to the structural rooftop, and to the tip 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 twobedroom 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.

New Appointments
New management staff at Emaar Malls
DAVID ROBINSON
Vp of asset management David 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. of Property at Lendlease, one of the largest mall management companies globally. strategies for both existing assets and future developments. David also has a BA in Executive Management Programs as well as being an active member of the ICSC.

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leasing and has been involved with some of Dubais 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.

DEEPAK REGO
assistant Director - strategic partnerships Deepak 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.

GIHAN EL-MATBOULY
Government Relationship manager Gihan 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

TIM HILL
Director of Facilities management Tim 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.

PADMINI BALASINGAM
senior Leasing manager Relocating 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.

SUZANNE STRONG
Retail Design manager Suzanne 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.

COLIN CAULFIELD
Director of asset management Colin 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

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

MARIA FINLEY
specialty Leasing manager Maria comes with 10 years experience in

/ NEW appoiNtmENts

How to reach us?

Primary Contacts
The dubai mall Souk al bahar downTown burj dubai
general manager: Yousif Al Ali Email: enquiry@thedubaimall.com

burj dubai buSineSS Square

Building 3, Floor 2, PO Box 9440, Dubai, UAE Tel: 04 367 5588 Fax: 04 367 5501

kEy COnTACTS AT EmAAR mAllS gROUp

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/ HOW TO REACH US

leaSing
Vp of leasing: David Macadam Director of leasing: Gregory Vogt Director of leasing: Sally Yacoub Email: cynthiaf@emaar.ae lkildani@emaar.ae

markeTing
Senior marketing manager: Karen Willett marketing manager: Angela Bak Email:emaarmalls@emaar.com

FaCiliTieS managemenT
Director, Facilities management: Tim Hill mEp manager: Bassam Najjar Email: rpereira@emaar.ae

dubai marina mall

general manager: Ian Ferguson Email: dubaimarinamall@emaar.com

aSSeT managemenT
EVp Asset management: Jim Badour Vp Asset management: David Robinson Director of Asset management: Colin Caulfield Email:dyanes@emaar.ae jjoziasse@emaar.ae

CommuniTy CenTreS
Asset manager: Lenka Cherry Email: lcherry@emaar.ae