The Backyard Family Pop- up Concept at City Centre Me’aisem …

The Backyard Family Pop- up Concept at City Centre Me’aisem is back, now bigger and better

⦁ Visitors can buy handmade and artisanal products at Ripe Market Tuesdays
⦁ Daily engaging edutainment, science, music and fitness classes for kids
⦁ Parents can pick up new skills in painting and craft workshops
⦁ Get active for Dubai Fitness Challenge with Yoga and Pilates classes daily

Dubai, United Arab Emirates, November 19, 2018: Start your morning with a calming yoga class, followed by a hearty poke bowl for breakfast before joining a cake decoration session. You can also get your weekly haul of artisanal products from Ripe Market every Tuesday. Now your family can do all of that under one roof at City Centre Me’aisam. Back by popular demand, the community-oriented lifestyle destination’s hugely successful leisure and F&B pop up ‘The Backyard’ will open on November 15 and run until December 15.

Reminiscent of a warm, relaxing outdoor oasis, ‘The Backyard’ will be a lively space at the mall where families and friends can gather for a good time and riveting conversations over comfort food, shopping, exciting workshops, buzzing markets and kids’ activities.

The mall has transformed a 470 sqm space into a fun picnic spot with an eye-catching design. Artificial grass, communal tables, exciting pop up eateries, and evocative murals and installations of bicycles and butterflies bring the outdoors indoors, giving visitors great hashtag moments for social media. Every day for a month, ‘The Backyard’ will come alive with a food fiesta, cake decoration, and fitness classes for adults; edutainment workshops and a soft playing zone for kids, as well as a Ripe Market on Tuesdays. The pop up also aims to expand the retail offerings for the community, through collaborations with exciting new retailers, such as French furniture and home décor company Maison du Monde and children’s doll brand American Girl.

Ripe Market Tuesdays
Majid Al Futtaim has launched the popular community initiative Ripe Market for the first time at its mall as part of ‘The Backyard’. The craft and artisanal goods market will lay out the unique handcrafted products made in the UAE for the community every Tuesday until December 15.

Unlimited play time for kids
There is never a dull moment for the mall’s young visitors at ‘The Backyard’. A special kids’ corner has been designed with slides and a playhouse, colourful seating, and attractive motifs. Parents can drop off their kids carefree in the supervised area for one of the several exciting edutainment sessions that will be scheduled throughout the month. From martial arts and robotics classes to plant potting, drumming and pizza making classes by 800 Degrees Pizza, ‘The Backyard’ is the perfect free-to-attend after-school club to keep them engaged.

Learn a new skill in workshops for parents
Spend some quality time with your best friends while learning the art of cake decoration by GOSSIP Café and Desserts or learn the basics of baking bread and desserts only at ‘The Backyard’ this month. The mall will be hosting activities for parents to make their mornings special, including painting and floral arrangement classes and upcycling sessions where participants can turn their unwanted products and material into environment-friendly decorative pieces and wall hangings.

Get fit for free
If you are participating in the Dubai Fitness Challenge, then get daily active minutes at ‘The Backyard’ this month. The mall has organised yoga and Pilates sessions for participants to stay active and energised all day.

Sample new food trends
The food bowl trend is here to stay. ‘The Backyard’ has brought this Instagram-able rage in collaboration with the famous Poke Poke restaurant. This Hawaiian-inspired healthy salad bowl can be customised with your choice of protein with rice and vegetables, along with their signature recipe, which includes truffle infused mixes and spiced nuts.

Freshii will also be offering a menu of salads, burritos, wraps, rice bowls, yogurts and breakfast for ‘The Backyard’ visitors to munch on after one of their workshops or fitness classes.

Dessert lovers will be drawn to the milk cakes and buttercream at GOSSIP Café and Desserts. Offering a visually exciting dining experience, the café puts an Emirati twist to contemporary American dishes, using only the highest quality natural and organic ingredients.

New retail experience
Visitors can shop at exciting new stores for a limited period at the ‘The Backyard’. Expanding the retail offerings for the community for a month, City Centre Me’aisam has collaborated with French furniture and home décor company Maison du Monde and doll company American Girl to provide selected pieces from their latest collections at the pop up.

Don’t forget to tag #citycentremeaisem to all your ‘The Backyard’ experiences on social media.

For more information, please visit City Centre Me’aisem’s digital and social media platforms: http://www.citycentremeaisem.com, http://www.instagram/citycentremeaisem,
http://www.facebook.com/CityCentreMeaisem.

Ends
Media Contact:
Wallis PR
mafp@wallispr.com
+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 Me’aisem
City Centre Me’aisem is a community-oriented shopping, lifestyle and entertainment destination located in the Me’aisem area of International Media Production Zone (IMPZ) in Dubai. Strategically situated at the intersection of Al Khail Road and Sheikh Mohammad Bin Zayed Road, the mall covers over 23,850sqm of retail space, and is home to 53 international brands, some of which are making their debut in the UAE.

With a focus on delivering an efficient, accessible and personal retail experience, City Centre Me’aisem provides services for the surrounding and neighbouring community with convenient amenities such as Carrefour hypermarket, services in banking, beauty salons, fitness and mobile operators. The mall features City Centre Clinic, a wellness destination addressing the primary healthcare needs of the community. Familiar outlets such as Magic Planet, a diverse range of fashion and lifestyle brands, as well as dining and entertainment venues are also on offer.

Opened in 2015, City Centre Me’aisem is the sixth City Centre mall in the UAE, and twelfth in the region. 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: http://www.citycentremeaisem.com

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 44,000 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 Middle East, Africa and Asia, and operates a portfolio of more than 243 outlets in 14 countries.

Majid Al Futtaim operates 355 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 Maisons 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.

http://www.majidalfuttaim.com

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