City Centre Deira’s new pop-up retail and food hall concept ‘INDOORS’

Explore, Feast, Snap, and Share at City Centre Deira’s new pop-up retail and food hall concept ‘INDOORS’

⦁ Enjoy 16 mouth-watering street food concepts and five innovative homegrown brands
⦁ Stylish urban concept – a place to socialize, engage and discover

Dubai, United Arab Emirates: Majid Al Futtaim, the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia, invites residents and tourists to its new, innovative and exciting must-visit attraction ‘INDOORS’ at City Centre Deira.

‘INDOORS’ is a destination of discovery with everything from tantalising street food and distinctive locally-created brands to dynamic daily entertainment and plenty of hashtag-able great moments with family and friends.

The mall has transformed 1,300 sqm area on Level 2, next to Sharaf DG, into an eclectic hangout where residents and tourists can explore new retail brands, nosh at some of the most innovative UAE-based street food stalls, and spend hours playing arcade games and screening movies on beanbags in the entertainment zone.

“Majid Al Futtaim is known as an entertainment innovator and a launch platform for some of the world’s most well-known brands. ‘INDOORS’ at City Centre Deira is a compelling new destination to discover the latest homegrown brands in retail and dining while participating in multi-sensory entertainment, from live performances including karaoke to workshops for our younger guests. ‘INDOORS’ is our latest innovation in creating great moments for everyone, everyday,” said Fuad Mansoor Sharaf, Managing Director for Majid Al Futtaim – Properties, Shopping Malls (UAE, Bahrain & Oman).

Among the most engaging concepts at City Centre Deira’s ‘INDOORS’ destination are:


An innovative restaurant that whips up modern street food with refined and locally sourced quality ingredients. Their menu at ‘INDOORS’ includes juicy sliders, mac and cheese burgers, the flavoured masala fries, cookies, mocktails and much more.

25”55 – burgers

With an attention-grabbing name, 22”55 is one of the trendiest hangouts for millennials now. The name of this shack comes from the latitude and longitude of Dubai which is 25″55″ and they serve up finger-licking burgers and refreshing lemonades and mocktails.

Filli café – karaak & sandwiches

Nothing beats the heady aroma and strong flavours of a karak chai. UAE-based Filli café has a pop up at ‘INDOORS’ to serve up their famous zaafran tea and other unique blends paired with the perfect munchies.

Koshari Point

A modern and chic concept by young Emirati entrepreneurs who have given Egyptian street
food a contemporary twist. Their tangy Koshari – called the working man’s dish in Egypt – is made of silky rice, pasta and lentils and topped with a rich tomato sauce. This modern take on a modest dish is sure to please.


At Bulba, you will want to take an Instagram video for your followers first before slurping the numerous fruity concoctions and tapioca milk teas. This quirky bubble tea corner serves up drinks in colourful bulb shaped containers, which also light up, making them the talk of the town.

Wheel 35

Head to Wheel 35 where you’ll see your pasta swirled around in a massive Parmesan Cheese Wheel with their signature Truffle and Porcini or White Cream Sauce. Another great Instagram moment at #INDOORSatCCDeira.

Jelly Belly Ice Cream

Serving their gourmet ice creams and sorbets out of a mini car, Jelly Belly Ice Cream brings smiles on the faces of kids and adults alike. Inspired by fuzzy memories and adventure, their flavours surprise and delight.


Taste the best American BBQ in chargrilled goodness, fried and smothered in mouthwatering sauce. Smokin’ Texas BBQ, New Yorker Buffalo, Sizzlin’ Californian Sriracha and Jammin’ Louisiana Mango recipes creates finger-licking wings with a distinct southern taste. Top it all off with a heaping pile of cheesy fries for a flavorful tour of classic Americana.

Magic Planet

There are plenty of hands-on activities to keep kids occupied with a separate zone within ‘INDOORS’ for carnival and arcade games powered by Magic Planet. There are plenty of challenges to keep teenagers and young kids on their toes, from skill games and VR billiards to baby foot tables.

Unique Homegrown Brands

Visitors will also get to shop for exciting and stylish homegrown brands, with 5 different UAE-
based entrepreneurs offering their high-quality homeware, fashion accessories, beauty
products and kids’ essentials every two weeks at ‘INDOORS’.

Entertainment Unlimited

Don’t be shy, walk up to the karaoke corner and have a face off with family and friends to the latest chartbusters. Shoot a fun video of your challenges and post them on social media with #INDOORSatCCDeira. ‘INDOORS’ will also host musicians and free movie screenings every day for families, including Jumanji, Despicable Me 3, The Lego Movie, Charlie and the Chocolate Factory, The Lion King, The Jungle Book and Frozen.

It’s Selfie Time

Visitors can also enjoy plenty of instagrammable moments to share with friends from City Centre Deira’s ‘INDOORS’ right from the glowing entrance to every decorated corner of the

Quirky murals and statement walls enliven the interiors and social media users can get creative here by creating memorable hashtag moments and tagging the mall with #INDOORSatCCDeira.

For more information, please visit: or or or


Media Contact:
Wallis PR
+971 4 449 0600

Note to the Editor: The legal name of this company is “Majid Al Futtaim” and should not be shortened or replaced by an acronym to avoid confusion with another business entity.

Disclaimer: All facts and figures in this release are accurate at the time of issuance.

About City Centre Deira

City Centre Deira is the region’s first flagship shopping mall to offer an integrated shopping, lifestyle and entertainment experience, attracting nearly 22 million visitors annually. With 123,028 sqm of retail space, City Centre Deira has more than 371 international brands with a broad range of fashion, lifestyle and electronics stores, including Carrefour hypermarket, Debenhams, Marks & Spencer, H&M, and Sharaf DG. The mall’s leisure offer is highlighted by more than 60 dining outlets, a 20-screen VOX Cinemas, a Magic Planet, a Fitness First facility, and the adjoining Hotels Pullman Dubai Creek City Centre and Aloft City Centre Deira Dubai.

In 2014, City Centre Deira received three Gold Awards for Marketing, Sales and PR excellence at the Middle East and North Africa Shopping Centre and Retailer Awards. City Centre Deira opened in 1995, and is located in the heart of Deira. The mall is owned and managed by Majid Al Futtaim, the leading shopping mall, retail, and leisure pioneer across the Middle East and North Africa.

For more information, please visit: or or or

About Majid Al Futtaim

Founded in 1992, Majid Al Futtaim is the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia.

A remarkable business success story, Majid Al Futtaim started from one man’s vision to transform the face of shopping, entertainment and leisure to ‘create great moments for everyone, every day’. It has since grown into one of the United Arab Emirates’ most respected and successful businesses spanning 15 international markets, employing more than 43,000 people, and obtaining the highest credit rating (BBB) among privately-held corporates in the region.

Majid Al Futtaim owns and operates 23 shopping malls, 13 hotels and four mixed-use communities, with further developments underway in the region. The shopping malls portfolio includes Mall of the Emirates, Mall of Egypt, City Centre malls, My City Centre neighbourhood centres, and four community malls which are in joint venture with the Government of Sharjah. The Company is the exclusive franchisee for Carrefour in 38 markets across the Middle East, Africa and Asia, and operates a portfolio of 243 outlets in 14 countries.

Majid Al Futtaim operates 331 VOX Cinema screens and 37 Magic Planet family entertainment centres across the region. In addition to iconic leisure and entertainment facilities such as Ski Dubai, Orbi Dubai and Ski Egypt, among others. The Company is parent to the consumer finance company ‘Najm’, and a Fashion and Home retail business representing international brands such as Abercrombie & Fitch, AllSaints, lululemon athletica, Crate & Barrel and Maison du Monde. In addition, Majid Al Futtaim operates Enova, a facility and energy management company, through a joint venture operation with Veolia, a global leader in optimised environment resource management. The Company also owns the rights to The LEGO Store and American Girl in the Middle East and operates in the food and beverage industry through a partnership with Gourmet Gulf.

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