PRODUCT Deira City Centre is one of the flagship malls within the MAF Shopping Malls property portfolio and ranks as one of the most successful shopping malls in the world. It remains the region’s most visited destination for both local residents and tourists. Deira City centre is built on three levels with themed precincts to make shopping easier for customers. It has a total built up area of 189,000 square metres and a gross leasable area of 115,000 square metres making it a large mall but one that is manageable for shoppers. The mall comprises over 370 stores and boasts parking for 4,000 vehicles. The retail stores read like a who’s who of all that is best in the world of retail and the mix of retailers is such that Deira City Centre has become a destination for all the family to enjoy whilst its wide range of restaurants and cafes attract a clientelle in their own right. Retail • Debenhams Department Store - 5,178 square metres MARKET Amongst the most memorable are:- • Large-format hypermarket - 16,320 Deira City Centre was the very first true • 2007 ICSC Maxi Award for “DCC Loves YOU” square metres “shopping destination” developed in the United Sales Promotion • Paris Gallery - 4,886 square metres Arab Emirates. It is true that there were other, • 2005 ICSC Maxi Award for DSF “World • Virgin Megastore - 1,513 square metres smaller malls already in existence but Deira City Famous Sale” promotion • BinHendi Avenue - 6,490 square metres Centre was the first mall to encompass all that • DSF Innovation Award for Best Mall Promotion • Studio R – 2,249 square metres we expect to see in a today. It is during Shopping Festival 2005 • Sharaf DG – 3,505 square metres wholly owned and operated by MAF Shopping • Guinness World Records ‘Mass Handshake • H&M – 1,197 square metres Malls - a part of the Majid Al Futtaim Group. Participation’ (February 11, 2005) for largest • NEXT – 2,410 square metres With more than 1,000 retailers within its Mass Participation Handshake in the world • New Look – 1,825 square metres malls, seven operating centres, combined visitor – DSF 2005 • Splash – 1,394 square metres traffic of 85 million • DSF Innovation Award for Best • Thirteen electronics retailers such as Jacky’s shoppers annually Mall Décor during Dubai Shopping Electronics and Jumbo Electronics. and growing, MAF Festival 2004 ‘The World Famous Shopping Malls is Sale’ the leading manager • Gulf Brand of the Decade Award and developer of 2003 shopping centres in • New York Advertising Festival the Middle East and Award for Dubai Shopping Festival North Africa and 2003 ‘Diamond Campaign’ has truly succeeded • ICSC MAXI MERIT Award 2003 in changing the Sales Promotion face of shopping, entertainment and HISTORY leisure in the region. Deira City Centre first opened Driven by the its doors in November 1995. At vision of its founder the time, it virtually redefined the and President, Mr concept of “malls” for the region. Majid Al Futtaim, the As the first large-scale, mixed-use company is part of shopping destination, complete MAF Properties LLC, one of the major operating with shopping, dining, entertainment and hotel, subsidiaries of the Majid Al Futtaim Group. Deira City Centre brought one-stop shopping and entertainment to an entirely new and ACHIEVEMENTS international level for the Middle East. Deira City As is to be expected of such a ground breaking Centre was an outstanding success from the very innovation in shopping, Deira City Centre has won first and even today, over a decade later, it is still many awards and accolades since its opening. setting the pace for other malls to follow.

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040-041_DEIRA CITY.indd 2 1/13/08 10:46:32 AMAM • Opening of the Fashion Precinct area (with international fashion outlets such as Cool Cat, Bershka, Stradivarius, Phat Farm, Pepe Jeans, Club Monaco, GAP, etc.) • Opening of the AED 40-million Ground Floor Extension which houses popular brands such as Splash, Shoemart, Pablosky, Wrangler, Borders, Mandarino, etc. PROMOTION Deira City Centre continuously strives to enhance customers’ experience through special events, promotions and community service initiatives which are implemented all year round Some of these initiatives have been recognised by both local and international industry experts for their excellence. BRAND VALUES Deira City Centre offers visitors a welcoming atmosphere and a family-friendly environment. There is a huge variety of retail offering designed

• Seven sporting retailers such as Sun & Sand, • Executive floor with 50 executive rooms and a Adidas and Puma. Business Centre with exclusive lounge Dining • The Residence features 112 beautifully • 55 restaurants and Café’s furnished fully serviced apartments including • CityWalk – stretch of thirteen restaurants and studios, one bedroom, two bedroom and three cafes such as Chili’s, Coco’s, China Times, Hatam bedroom apartments • International food court with 21 outlets such • Prominent location at the forefront of the Mall as Krispy Kreme, Marble Slab Creamery, KFC, • State-of-the-art fitness facilities with a roof top McDonald’s, Shamiana swimming pool • BinHendi Avenue features a wide range of food and beverage outlets such as Japengo Café, Bella Donna - Italian restaurant, and The Noodle House. Leisure & Entertainment • Magic Planet which is one of the largest family entertainment centres in the Middle East at 3,011 square metres. It features the latest simulators, video games, and theme rides for children of all ages. • Eleven screen cinema multiplex, totaling 5,661 square metres – 3000 seats Hotel • Sofitel City Centre Hotel & Residence, totalling to suit all tastes along with a complete shopping 318 sophisticated guest rooms including a experience ranging from retail through to dining Presidential Suite; six Executive Suites; eight and leisure and entertainment. Junior Suites. Deira City Centre has, from the beginning, been an • Eleven modern meeting rooms industry leader and, through continuous innovation, will maintain that lead over its competitors.

• Six restaurants/ bars • Modern banqueting and catering facilities Things you didn’t know about • Valet parking with 220 car park spaces. DEIRA CITY CENTRE RECENT DEVELOPMENTS Deira City Centre has successfully completed In 2006, Deira City Centre received over 21M visitors its AED350 million redevelopment programme During DSF’07, Deira City Centre was the second designed to keep the facilities completely up to most visited destination, next to Global Village date. Components of this program are the following: More than 45,000 people visit Deira City Centre on • Improvement of Magic Planet and the Food a daily basis during weekdays. During weekends, Court with more offerings more than 75,000 people per day come to • Upgrading of facilities: Entrance façade the mall. improvement and landscaping, flooring and Of all the entries to the ICSC Maxi Awards from the ceiling works, refurbishment of restrooms, entire Middle East, only Deira City Centre, along carparks and taxi rank area, the addition of with another MAF Shopping Mall, received an travelators award for marketing excellence.

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