By Staff writer
British chef will launch new Vox ThEATre concept in September; first roll-out planned at Mall of the Emirates
British celebrity chef Gary Rhodes has teamed up with UAE-based Majid Al Futtaim Cinemas to launch Vox ThEATre by Rhodes in Dubai.
Rhodes, who has five restaurants around the globe and a number of Michelin stars, will have a hand in every detail from “staff training to kitchen set up, cutlery design and menu preparations”, according to a statement.
The new concept when it launches as part of the fresh Vox Cinemas development, in Majid Al Futtaim’s Mall of the Emirates extension in September.
He said: “Vox Theatre by Rhodes is an exciting new marriage and challenge that we hope to turn into a culinary taste that blends and compliments the movie experience Vox Cinemas has always been known to offer and now adding a new venture that I feel proud to be part of.”
Cameron Mitchell, CEO at Majid Al Futtaim Cinemas – VOX Cinemas, added: “The new VOX Mall Of The Emirates cinema will be the largest cinema in the Middle East, featuring all of the world’s most innovative cinema concepts including an IMAX laser projection system (the first in the Middle East), the region’s largest 4DX cinema (exclusive to VOX Cinemas) and two VOX Kids cinemas, the only cinemas designed especially for the younger fans.”
Last month, Majid Al Futtaim Cinemas, the cinema arm of mall developer Majid Al Futtaim, announced a total investment in its VOX brand of AED1 billion ($272 million).
The company said it has significantly increased its investment in the business from an initial AED750 million announced in March 2014.
The funds will facilitate the ongoing enhancement of existing cinemas in current markets, while supporting the company’s expansion plans to open new locations in existing and new MENA markets, to attract a further 50 million customers over the next five years.