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Sun 21 Dec 2008 11:10 PM

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Dubai Marina Mall to target local residents

Emaar Mall's latest development will be 'all about effortless living' - brand consultant.

The Dubai Marina Mall, which opens on Monday, will be targeting local residents who want to avoid traffic jams and Dubai's loud super-malls, at a time when consumer spending in Dubai looks set to slow.

Emaar Malls' latest project will be opening in what could be described as the perfect storm for the city's trademark shopping centres: consumer confidence is wavering at a time and tourist spending is on the slide, while the amount of retail space is growing.

But the Dubai Marina Mall is hoping that local residents will want to avoid traffic jams and opt for a local alternative.

"It's not somewhere you have to plan to get to," said Michael Hughes, executive director at the Brand Union, which is responsible for the new mall's branding.

"Mall of the Emirates and Ibn Battuta aren't that far away, but it's certainly a lot more convenient to get to."

A presentation of the brand says that the Marina Mall will be "far away from the hustle and bustle of the maddening crowd" and "all about effortless living".

Still, the new mall may have to deal with some hustle and bustle of its own as retailers complete fitting-out operations ahead of next month's Dubai Shopping Festival.

Attractions to open soon include the UAE's second Waitrose supermarket and a 930sqm children's entertainment zone.

"The majority of specialty stores will be open by early 2009 in time for Dubai Shopping Festival," Emaar Malls said in a statement.

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