The new play environment by Emaar Entertainment – Dig It edutainment play space – is the latest retailtainment offering to be launched at The Springs Souk.
Emaar Entertainment’s ‘Dig It’ is a play space constructed around a realistic construction site. The space teaches children how to work together, building, creating (and, of course, digging). They learn how to build walls and figure out how gears, levers and bridges work. They can even construct a small-scale version of Dubai or try to outdo the Burj Khalifa in LEGO. The experience fosters imagination and provides a rich, active play-learn experience.
Dig It is geared at children aged 3-10 years. They can clamber aboard a real digger or explore a huge climbing frame with tunnels, swings and slide. A broad range of educational and interactive activities include a driving school with pedal-powered tractors. There’s a brick conveyor, bucket hoist and brick chute to foster construction site skills. Young drivers can manoeuvre remote-controlled mini diggers or can build their dream racer with LEGO and compete against others on the race track.
An AR sandbox allows young imaginations to run wild as they move virtual sand to create new landscapes. Or experiment with Draw Joey, a huge interactive drawing tablet.
Various categories of ticket are available. The Dig & Play ticket costs AED75 for an hour’s play (parents stay with their children). The Drop & Dig ticket (from AED100) lets children play for 1.5-2 hours with trained staff while their parents are free to shop at the Springs Souk. The Diggers Club loyalty programme offers one free “Dig & Play” entry for every four paid entries.
Two hour birthday parties are priced at AED 145 per child for a two-hour session (minimum of ten children). The party comprises 90 minutes of play time and games with a host. The last half hour is spent in the party room for light refreshments and snacks (included in the price).
Dig It also runs a range of workshops. The Dig It Café offers a range of appetising food and beverage options.
Emaar Entertainment is the leisure and entertainment subsidiary of Emaar Properties. Emaar Malls, which owns The Springs community and The Spring Souk, is also a subsidiary of Emaar Properties. Other developments under Emaar’s control include the Dubai Mall, Dubai Marine Mall, Souk Al Bahar and Gold and Diamond Park.
Emaar Entertainment is keen to promote Dubai’s position as “a pioneering entertainment destination” according to CEO Damien Latham.
The company recently opened VR Park in the Dubai Mall. It also operates the Reel Cinemas megaplex and KidZania, amongst other attractions.