Al-Futtaim Group’s Dubai Festival City (DFC) recently revamped the mall to celebrate its tenth anniversary. The revamp includes a $1.5 billion expansion and the launch of entertainment attraction, IMAGINE, which brings together water, pyrotechnics, lasers, lights and other visual and sound effects.
The mall has already seen a 40 percent uplift in visitors since the launch of IMAGINE in December 2016 and plans are underway to add more retailers and IMAGINE shows.
Steven Cleaver, director – shopping centres, Al-Futtaim Group Real Estate, says in a statement: “Dubai is one of the top global destinations for tourists and we are bringing something to Festival City that will become one of the most exciting attractions ever launched. We have specifically designed this spectacular show to be seen and enjoyed from all angles and viewpoints including our restaurants, the Intercontinental Hotel and the whole area of water of Festival Bay.”
IMAGINE hosted a children’s show in May and most recently, it hosted a premier experience for Game of Thrones in partnership with OSN.
As advertising becomes more experiential, it will be interesting to see how IMAGINE plays a role in providing immersive experiences on behalf of brands to engage audiences.