Dubai: The final piece in Abu Dhabi’s grand strategy to turn itself into a year-round destination is all set to fall into place. And it is not just a random piece, given that it will take the form of a substantial 235,000 square metres of gross leasable area and the second largest mall in the UAE (and 35th in the world).
Yes, that is just what the Yas Mall — now confirmed with a March 26, 2014 opening date — will do for Abu Dhabi. It is expected to be a magnet for “north of” 25 million visitors in the first year and then put in more numbers thereafter.
“Anyone within an 8-10 hour flying time to Abu Dhabi is a potential future visitor,” said Talal Al Dhiyebi, director of planning and infrastructure at Aldar Properties and the mall’s developer. “With all of the components at Yas Island — and that includes the race track, Ferrari World, waterparks, hotels, golf course, the beach that opened recently plus the Mall — our focus is not on a visitor of a few hours.
“Instead, they should be spending 3-4 days on the Island with enough avenues available to each member of the family. That would make Yas the leisure and entertainment destination of the region.
“What the Mall brings is a complementary effect to create a much bigger destination — it’s not for nothing that the Mall is connected to Ferrari World, the largest indoor theme park in the world.”
As to becoming an all-year destination, the Mall’s role will be that of the “enforcer” towards that end.
Role in gameplan
While it was always clear that as Abu Dhabi’s first super-regional shopping destination, Yas Mall was not short of expectations from the day it was announced. But it is only now — with the final stretch ahead of the opening day clearly visible — that its significance in the overall gameplan manifests itself.
“I do not think Ferrari World is particularly season-specific but its attendance will reflect regional holiday patterns,” said Andrew Goodwin, director of real estate at Cornerstone Investment & Real Estate. “The published objectives of Yas Island are for it to continue growing its attractions and for these to be used in a more ‘collective’ way throughout the year with crossover of visitations by tourists and the catchment.
“Yas Mall will be the first, true all-year round attraction not governed by seasonal patterns; [it] will no doubt follow promotional trade patterns in January and the summer as well as holiday periods to promote shopping through the year in the same way as the larger Dubai malls. The Mall’s connection with Ferrari World should encourage more crossing over of the visits between shopping and leisure.
“The retail and public spaces created by Yas Mall will be of such a large scale in comparison with the existing retail in Abu Dhabi that it will have a considerable impact on the retail and social scene of Abu Dhabi and the catchment’s shopping habits. The Mall will have a programme of activities from opening to encourage people to become acquainted with each element.”
Anchor stores
To put the shopping and leisure equation in context, the Dubai Mall had 65 million visitors in 2012, having started with 35 million in its first year. More than 60 per cent (63 per cent to be precise) of the leasable space at Yas Mall has been signed up. The mall management is closing on confirming the two anchor stores (these will be taking up between 10,000 to 20,000 square metres over multiple levels) during summer.
Overall, the design emphasises the cluster approach, where retailers offering similar wares and services are grouped together. (There is scope for further expansion at a later date if need be.)
“In terms of design, it is not radically different to the established mall concept; the difference will be reflected in the tenant mix and how comfortable retailers are to stay here,” said Al Dhiyebi. “On the look, we have made an effort to use natural materials rather than the shiny, glossy stuff you see a lot of.”
