The Mall of Qatar, the largest shopping Mall in the country when it opens in the last quarter of 2015, has announced it will bring a world class Family Entertainment Centre (FEC) concept to the Middle East.
The centre will feature the world renowned Angry Birds Activity Park for families with young children, a futuristic Juniverse family edutainment experience set aboard a space station, and the high octane thrills of Virtuocity for teens and adults.
With these three concepts, the FEC is set to become one of the most popular and eagerly awaited attractions within the Mall, positioning it as a prime destination and regional super-mall for Qatar residents and neighbouring tourists.
Together the three new attractions will form a digital theme park of a kind never before seen in the region and will set a new benchmark for integrated family entertainment in a Middle East shopping mall.
Deputy Managing Director of Mall of Qatar, Shem Krey, says:
Mall of Qatar is delighted to house what will undoubtedly be one of the most thrilling indoor entertainment centres in the region. Centred on three very unique concepts, each attraction will appeal to a different section of visitors – from children, to teenagers to adults. We anticipate our unique digital theme park will see a record number of visitors when it opens its doors in 2015 and we are thrilled to be able to roll out this exciting new attraction in the Qatari market. As the world and young people become increasingly digital we recognised that our centre needed to reflect this ever growing trend, and we have found a world class partner to deliver what will be three totally different, engaging and unique concepts.’
Each of the three components are designed to cater for different age groups, with Angry Birds Activity Park and Juniverse focusing on children aged between two and twelve, while Virtuocity, with its adrenaline rush of motor sports and flight simulators, is aimed at ages 13 to adult.
The digital theme park is being introduced to Qatar by Talal bin Mohammed Trading, who has partnered with Rovio Entertainment Ltd and ADabisc Future Qatar to deliver all three components of the park.
Rovio Entertainment’s Chief Operating Officer, Teemu Suila, says:
The Rovio team is very excited about the prospect of having an Angry Birds Activity Park present in Qatar. Not only does this mark the first Angry Birds presence of its kind in the Middle East, but partnering with Talal bin Mohammed Trading and ADabisc will no doubt result in a top-class attraction that is unique in the world. This will hopefully also be the start of similar experiences to come in the region.’
ADabisc Future Qatar is the company behind the Juniverse and Virtuocity components of the digital theme park. Luay Darwish, Managing Director at ADabisc, franchisor of Virtuocity & Juniverse, says:
This is a ground breaking level of entertainment and technology within a mall. We are introducing a unique concept to the GCC, one that will turn the traditional world of entertainment and video games towards a new one that can bring all family members together inside a unique experience. ADabisc’s innovation team, in cooperation with experts from all over the world, spent 16 months studying different dimensions of the project, down to the smallest details, culminating in our Juniverse and Virtuocity concepts that we look forward to launching in Qatar soon…We came up with the release of two distinct projects in terms of form and content, namely ’Juniverse’ and ’Virtuocity’, that will shape the future of adventure and entertainment for both children and adults in Qatar. We are also pleased to have signed a contract with Rovio, the leading company in the world of video games, in order to build an activity park that will provide visitors a real ‘Angry Birds’ experience. All three elements of the digital theme park complete an innovative unifying concept that has been developed by ADabisc.’
The Mall is being built just a short 20 minute drive from the centre of the city and in the heart of a major new development area that will see 10,000 new villas being built, alongside new Metro and regional rail links and improved highway connections to the centre of Doha.
Mall of Qatar will be a “A Super Regional Mall” offering over 400 shops, three major anchors, a luxury 5 star hotel, a unique Family Entertainment Centre, world class daily live entertainment concept and an array of 81 international restaurants, cafes and specialty food shops.
This is in addition to the recently announced news that Mall of Qatar has selected Cinemacity to create the largest Cineplex in Qatar, with an IMAX theatre featuring its next-generation digital laser projection system that will be one of 19 screens at the complex. Cinemacity, a subsidiary of World Media Holding, has partnered with IMAX to create a theatre that will feature the first IMAX digital laser system in the Middle East.
Mall of Qatar will be the biggest mall in the country when it opens and it anticipates that up to 10% of its visitors will also come from neighbouring Gulf states – helping to support the Qatar Government’s 2030 vision to attract more tourists and develop the economic intrastructure of the nation.
Mall of Qatar has announced a partnership with Majid Al Futtaim Carrefour that will create a 13,700 sqm flagship hypermarket as a key anchor store of the new mall.
Deputy Managing Director of Mall of Qatar, Shem Krey, said:
We are delighted to have secured this agreement with Majid Al Futtaim Carrefour, the world’s leading hypermarket company, to become our first high profile anchor store at the Mall of Qatar. The Carrefour brand is recognised around the world for the provision of a fantastic variety of quality food produce, electronics, clothing and other products creating a shopping destination in its own right. Mall of Qatar is also very proud that Carrefour has chosen our mall to introduce their new ‘market place’ flagship concept into the Middle East for the first time.’
Mall of Qatar and Carrefour management announced the milestone agreement during the mall’s participation at Cityscape Qatar. It was among a number of significant announcements made by the Mall management during the event demonstrating that construction is well underway and on schedule with the high profile project attracting increasing numbers of world class retailers and entertainment companies to lease space at the Mall.
Senior Vice President of Majid Al Futtaim Retail, Younis Al Mulla, said:
We have seen significant growth and opportunity in the retail sector in Qatar and are delighted to be opening our 4th store in Doha at the Mall of Qatar. We were impressed with The Mall of Qatar’s vision of creating a retail environment that encourages families to shop, dine and play within a state-of-the-art development that will become a destination in its own right. We believe that the Carrefour brand combines perfectly with this vision by providing a family shopping environment that encompasses value and quality with products for every household need and family member. With excellent infrastructure, transport links and population centres nearby we are confident of a highly successful future at the mall.’
The Mall of Qatar’s new agreement with Carrefour that will make the store the most innovative and contemporary hypermarket that Majid Al Futtaim Retail has in the Middle East region. It will be one of the largest Carrefour hypermarkets in the region and introduce a new “market place” concept for the first time in the Middle East that will give the hypermarket an innovative and new atmosphere for shoppers.
Mall of Qatar has announced at Cityscape Qatar that it will finalise over 70% of its leasing by October 2014 with most of its key strategic agreements in place.
A combination of the mall’s ideal strategic location in the heart of “the New Doha”, world class and unique family entertainment, excellent road and rail connections, experienced management team and the reputation of developer Mall of Qatar WLL in collaboration with UrbaCon Trading & Contracting (UCC) has convinced leading retailers and entertainment providers to partner with the Mall of Qatar.
The management team at the Mall of Qatar is delighted with the response they continue to have from major retailers to join the Mall and it is anticipated that by the end of Q3 2014 at least an estimated 70% or more of the strategic agreements will be concluded, based on letters of commitment and negotiations at hand.