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Wed 11 Nov 2009 06:18 AM

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Ski Dubai creators set up new entertainment brand

Majid Al Futtaim Leisure launch Playnation, first project will be in Mirdif City Centre mall.

Ski Dubai creators set up new entertainment brand
COLD FACTS: The successful Ski Dubai at Mall of the Emirates.

The creators of Ski Dubai have launched a new leisure umbrella brand in Dubai in a bid to develop more innovative entertainment projects and attract overseas leisure concepts to the region.

Majid Al Futtaim Leisure (MAFL) has created the Playnation brand and its first project will be the 12,000 square metres area at the upcoming Mirdif City Centre mall.

MAFL’s portfolio under the new Playnation umbrella includes Magic Planet, which is in currently in 9 locations around the region and will be expanded to a tenth next year. The Mall of the Emirate’s Ski Dubai, which has already been replicated in Madrid and New York, may also be developed further.

Craig Hart, vice president of Majid Al Futtaim Leisure, told Arabian Business that the company was currently evaluating opportunities to expand the Ski Dubai concept around the region.

The anchor attraction at Mirdif City Centre will be iFLY Dubai, an indoor skydiving centre brought to the region from the US.

Other attractions already launched include Soccer Circus, a football skills concept; Cite des Enfants, a French-designed interactive learning experience created in conjunction with one of the most visited science museums in the world; and Aquaplay, a water based interactive centre for children.

The latest brand announced is Yalla! Bowling, a 12 lane cosmic ten pin bowling attraction featuring advanced video simulation and video games.

In terms of future growth, Hart said the MAFL was currently evaluating “a couple” of concepts around the world and was looking at “bringing some exciting products to the region”.

“I’d love to do a theme park but… the heat, climate and environment are very important factors,” he added.

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