Emaar set the benchmark for 21st Century retail with Dubai Square

Dubai Holding and Emaar Properties have announced the launch of Dubai Square at Dubai Creek Harbour, a new “disruptive” high-tech retailtainment hub that blurs the boundaries of online and in-mall shopping

Dubai Square is set to push the boundaries of retail space. It will stretch over the area of more than 100 football pitches and will offer over 750,000 sq m of gross floor retail space. To put it in context, it will have nearly more than double the gross leasable area of The Dubai Mall.

The vast new development will spread over three levels, each offering a different experience for customers. It integrates indoor and outdoor with greenery providing a natural counterpart to state-of-the-art facilities and tech. LED technology provides interactive backdrops.

The future of retail

Emaar claim the new space will blur the boundaries of online and in-mall shopping. It is aimed specifically at the new breed of consumer – connected, digital and tech-savvy. The company believes it will set the benchmark for 21st century retail.

Dubai Square will be in the heart of Creek Harbour, the mega-development set near Dubai International airport. The whole of Dubai Square will include hospitality and residential alongside retail, and will stretch over a total of 2.6-million sq m.

“Dubai Square is our new retail and leisure destination, and with this we aim to actually redefine the shopping experience by introducing a variety of innovative concepts,” said Abdulla Al Habbai, chairman of Dubai Holding.

“Dubai Square disrupts the traditional mall and retail experience,” added Mohamed Alabbar, chairman of Emaar Properties. “Dubai Square is where technology meets the human touch, and retail meets next-generation entertainment.”

Dubai Square will contain an eclectic mix of styles and references, with inspiration being drawn from leading world cities such as London, Paris, Milan, Tokyo, Madrid and Beverly Hills, Los Angeles.

An underground extension will link the new area with the Dubai Creek Tower. A plaza at the base of the tower will feature palm trees and water features.

Omnichannel retailing

“Omnichannel retailing” will offer customers a seamless blend of shopping via desktop, mobile or physical store. Stores will act as showrooms for their online counterparts. Digital innovation includes custom-designed apps, quick checkout solutions, search and barcode scanning apps, radio-frequency identification technology, click and collect services and mobile payment.

High tech retailtainment

Dubai Square is also set to raise the bar on retailtainment. It offers a variety of spaces for people to socialise as well as enjoy experiential retail in “an authentic city atmosphere”. It will also include a futuristic amphitheatre with 3-D projection mapping, high wire rigging and theatrical sound and lighting. This will host live concerts and theatrical shows and exhibitions.

Various sports facilities are included in the plans, including an ice rink and waterpark. There will be a state of the art Cineplex and a VR and gaming park. Family-friendly activities include edutainment and adventure facilities. Live entertainment zones and pop-up stores and interactive product sessions will keep the space lively with ever-changing experiences.

The news comes hot on the heels of Emaar Properties announcement that it would be building a Chinatown at Dubai Creek Harbour.

Image: Emaar Properties