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Entertainment quotient rises in DSF's 23 edition

Saeed Al Falasi, Executive Director, Retail and Strategic Alliances, Dubai Festivals and Retail Establishment, reveals all in store at one of the world’s most recognized and longest running themed shopping and entertainment events

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  • Saeed Al FalasiImage Credit: Supplied
GN Focus

When it comes to unique selling points in retail spins, the Dubai Shopping Festival (DSF) probably has no global peer. Having constantly reinvented itself in its approach towards providing visitors amazing shopping experiences for more than two decades, DSF has been there, done that. The quest therefore for the team at the Dubai Festivals and Retail Establishment (DFRE), organisers of DSF, is to better previous editions and try and bring in still more people to participate in the shopping extravaganza.

“We have seen an increase in retailers participating in the upcoming edition of Dubai Shopping Festival, which is reflective of the positive effect the festival has had on Dubai’s economy over the past few years, and as a result, we have worked closely with our partners to increase the winning opportunities to reward shoppers during DSF,” says Saeed Al Falasi, Executive Director, Retail and Strategic Alliances, DFRE.

This year’s DSF, therefore features even bigger and better retail activations, themed under the Beauty and Perfume, Gold and Jewellery and Apparel and Fashion platforms. Spectacular fireworks displays, celebrity appearances, and free-to-attend family-oriented activities such as light shows and parades aside, DSF also has a few value adds to up the entertainment quotient this year.

DSF Pass

“This is a flexible citywide pass that offers all Dubai residents up to 65 per cent off top attractions,” says Al Falasi, So, from riding the slides at Aquaventure Waterpark at Atlantis to taking a spin at being a pizza maker at Kidzania, DSF promises heaps of fun for the entire family at a knockout price with its DSF Pass. 

Fireworks and fantasy shows

There’s also a fantastic line-up of firework displays each Thursday and Friday for families to enjoy at Al Seef, La Mer or The Beach at JBR. Al Seef will be creating a mesmerising light and musical atmosphere with shows such as The Lighting Fairies and Light Umbrella to keep kids entertained, while The Outlet Village will be taking families on a fantasy journey with shows including The Nutcracker and Gold Illusions.

New beachside destination La Mer creates a Caribbean atmosphere at its venue with stilt walkers and fiesta troop, while The Beach brings the carnival spirit to Dubai with exciting street performers, including drummers and plate spinners. 

Mall hopping

Dubai’s famed malls join the party with Mall of the Emirates, Mirdif City Centre and Deira City Centre delighting little ones with dancing shows throughout the festival featuring top gymnasts and musical waiters. Dubai Mall will be filling the aisles with a musical extravaganza, laying on its Dynamic and Classic series featuring modern music with an 18th century twist. 

Reinventing the key

Constant evolution, emphasises Al Falasi, holds the key to DSF’s success. “Over the years we’ve worked closely with retailers on the local and global stage to bring out the very best of Dubai’s culture and create a thriving retail hub. We plan to continue evolving across the next 10 years to ensure an increase in retailers and visitors to the festival.”

Part of that evolution is the mammoth 12-hour sale today (December 26) that kickstarts the DSF edition this year. “This new addition to the DSF calendar gives customers further discounts ranging between 25 per cent to 90 per cent at Mall of the Emirates, City Centre Mirdif, City Centre Deira, City Centre Me‘aisem, City Centre Barsha and City Centre Al Shindagha,” says Al Falasi. Additionally, the all-new Friday Surprise will offer people incredible shopping deals each Friday throughout DSF, starting December 29.

From incredible fashion to bold beauty, Friday Surprise will give bargain-hunters the chance to snap up an incredible offer on an exclusive retail product/product range at a specified shopping location each week. With the eagerly-anticipated deals being revealed only 24 hours beforehand, DSF promises suspense and thrills.