Dubai, UAE — 31 December 2025 –  As a cornerstone of the 31st edition of the Dubai Shopping Festival (DSF), e& MOTB (Market Outside The Box), the region’s leading open-air retail and lifestyle event, returns from 1 January to 11 January 2026 at the iconic Dubai Design District (d3) Waterfront. Now in its 13th edition, e& MOTB unveils its most ambitious transformation yet, introducing a redesigned layout, immersive futuristic activations, expanded retail and F&B offerings, and a dynamic entertainment programme for all ages.

With free entry, extended operating hours, and a curated selection of more than 95 retail and F&B brands, e& MOTB continues to champion homegrown talent while delivering world-class experiences that celebrate innovation, creativity, and Dubai’s vibrant winter culture.

Over 90 F&B and Retail Brands: Championing Homegrown Talent

e& MOTB continues its legacy of spotlighting Dubai’s thriving SME landscape alongside international newcomers, offering a diverse mix of fashion, beauty, wellness, lifestyle, collectibles, and street-food concepts.

Highlights include:

• F&B: The Yard, Slice 45, Oma Bakery, RHRN, Bond Matcha, Eat BTWN, TRD Tacos, Wok The Wok, Mihbash, Dizi Café, Bar Baar, Noodle Box, Amoodi’s Creamery, Misto Café, Roll’d, Little Pinch, The Cut by Maitha and more.
• Retail: Terribly Real, Sugar Lab, Hype Selection, Cre8, Oud Cady, Kool Kaos, Ashri        Skin, By Farida & Co, Office Thirteen, Shabab Edition, Tuffy Cosmetics, Ryoko, Unshown DXB, Palmeira, Komusta, Jonquille, Naksha, Not Friends, Gateway Collection, Swirly Wirly, Lamita Jewels, Elise Wear, Razfa, Sxill Lab, SNGLZ, Ego Sustainable, Ryoko and others.

More than 85% of MOTB vendors this year are SMEs under five years old, reaffirming the platform as one of the UAE’s most influential creative incubators. Of this, nearly 50% of this year’s brands are homegrown, reaffirming MOTB’s role as a platform for emerging UAE talent.

Dynamic Entertainment: DJs, Live Musicians, and Dance Battles

The 2026 entertainment programme delivers a vibrant array of performances, spanning acclaimed DJs, talented live bands, energetic dance troupes, and engaging community showcases.

Headline Concert: On 2 January 2026, Belgian-Moroccan superstar DYSTINCT takes over the main stage with his global Afrobeats and R&B sound.

Entertainment includes:

• DJs: Jevanni Letford, DJ Hanna, DJ RiQQ
• Live Musicians: Marvin Lee, Maria Flamek, Dan Moores, Tydee, Charlie Ryan, Ada, Zain Malik, Chasing Embers, Sonix Band, Back to Back, Saving Sara
• Stage Performances: Urban Pirouette, Dance of the Future, Boombox Beats, Urban Battle, The Metallic Era, Nextwave Dancers
• Community Partners: Melodica, B Club Artist Showcase, DCT Youth Program, Afrofit fitness classes
• Dance Battle Stage: A two-weekend competition featuring auditions, semi-finals, and finals, expertly curated by Hiphop Cardio.

The Glow Bloc: Premium Brands and Elevated Experiences

Returning for its second successful year, The Glow Bloc serves as MOTB’s premium zone for established regional and international brands. Designed in contrasting orange hues, this exclusive space hosts immersive installations, glow-up activations, and bespoke beauty experiences.

Confirmed brands include:

• Kayali – fragrance layering bar
• MAC – backstage beauty studio
• NARS – editorial artistry arena          
• Dyson – futuristic styling lab

Complementing this premium retail offer, F&B experiences include ’t Pareltje (European gourmet fries), Caviar Kaspia and Nama Yoso by Chef Reif Othman.

Immersive Hero Activations: Journey into the Future

e& MOTB invites visitors on captivating journeys through innovative, interactive experiences:

• Journey to 2126 (Sponsored by Nescafé): A multi-room immersive attraction transports guests through the Dubai of the future, featuring:
  • An Infinity Feed mirror room
  • An interactive doodle room
  • An upside-down train cabin photo moment
  • A futuristic sampling lounge This 10–15 minute walkthrough stands as one of the key highlights of the 2026 edition.
• Emarat Station – “100 Years Forward”: A futuristic reimagining of a petrol station, complete with a 360° video booth, a gamified loyalty activation, and stylised fuel-dispenser installations.
• New for 2026, a live beauty masterclass led by renowned makeup artist Ghaliah Al-Nassar offers visitors backstage-style tutorials and content-friendly glam moments.
• Workshops & Glitter Zone: Visitors can create personalised pieces at 11 hands-on workshops;
  • Slime Workshop
  • Rings & Things
  • Tote Bag Customisation
  • Phone Case Customisation
  • Denim Patch Jackets
  • Embroidery
  • Clay Jewellery Trays
  • Lip Gloss Making

A New Design Era: Midnight Obsidian Theme

Season 13 debuts the Midnight Obsidian theme – a sleek, monochromatic aesthetic that seamlessly blends futuristic soundscapes, cutting-edge digital artistry, and architectural evolution. The event transitions effortlessly from daytime vibrancy to an after-dark, obsidian-toned atmosphere, symbolising Dubai’s continuous rise as a global hub for creativity, design, and youth culture.

A Reimagined Festival Site with Major Upgrades

This year, e& MOTB debuts a refreshed festival layout designed to make the experience smoother, more social, and more visually striking than ever.

• Flowing V-Shaped Layout: A new open, V-shaped design makes it easier to explore the different zones, discover new brands, and enjoy seamless movement across the festival.
• New Elevated Terraces: Two beautiful terraces now overlook the entire site — perfect for taking a break, enjoying the sunset, or capturing panoramic photos
• Destination Double-Deckers: Two standout two-storey activations bring an elevated experience to the heart of MOTB, including Odela & Co.’s beauty hub and AW Rostamani’s lifestyle showcase.
• Futuristic Festival Entrance: Guests arrive through a dramatic new tunnel-style entrance — an insta-ready moment that sets the tone for the festival’s futuristic Midnight Obsidian theme.
• Upgraded Retail Touchpoints: Across the festival, refreshed photo spots, shaded seating corners, and upgraded try-on areas enhance comfort and create more moments worth capturing.

Season 13 welcomes its most diverse sponsorship line-up to date, including: e& (Title Sponsor), Emarat, Commercial Bank of Dubai, Mai Dubai, AW Rostamani and Nescafé. These valued brands are seamlessly integrated through immersive zones, sampling experiences, product showcases, and premium viewing decks.

Located at the d3 Waterfront Slab, e& MOTB offers:

• Free entry for all visitors
• Operating hours:
  • Monday–Thursday: 4 PM – 10 PM
  • Friday: 4 PM – 12 AM
  • Saturday–Sunday: 12 PM – 12 AM

A Flagship DSF Experience

e& MOTB continues to be a defining highlight of DSF, bringing together culture, commerce, entertainment, and community in an open-air environment that powerfully showcases Dubai’s creative economy. With new architectural features, engaging activations, and a potent blend of SMEs and global brands, Season 13 delivers an elevated experience from day to night, solidifying its position as a must-visit destination during the Dubai Shopping Festival.

For more information about Dubai Shopping Festival please visitmydsf.ae or follow @dubaifestivals on social media

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DSF Strategic Partners
DSF 2025-2026 is supported by Key Sponsor Commercial Bank of Dubai, and Strategic Partners, including: Al-Futtaim Malls (Dubai Festival City Mall and Festival Plaza), Al Zarooni Group (Mercato Shopping Mall), AW Rostamani Group, DHAM (Souq Al Seef, Bluewaters, Ibn Battuta Mall, Nad Al Sheba Mall, Palm Jumeirah Mall, and The Outlet Village), Emirates airline, ENOC, e&, Majid Al Futtaim (Mall of the Emirates, City Centre Mirdif, City Centre Deira), Merex Investment (City Walk and The Beach JBR), talabat plus more to be revealed

About Dubai Shopping Festival (DSF)
The Dubai Shopping Festival (DSF) returns for its 31st edition from 5 December 2025, to 11 January 2026, transforming the city into a spectacular winter wonderland for 38 days of unparalleled shopping, entertainment, gastronomy, and culture. Organised by Dubai Festivals and Retail Establishment (DFRE), DSF continues its legacy as a landmark event that reflects Dubai’s vision as a leading global destination, offering new experiences, record-breaking shows, and unforgettable prizes for residents and visitors alike.

About Dubai Festivals and Retail Establishment
Dubai Festivals and Retail Establishment (DFRE), an agency of Dubai Department of Economy and Tourism (DET), is responsible for developing Dubai’s retail and festival sectors and supporting the positioning of Dubai as a world-class tourism destination with year-round family entertainment, shopping and events.

For further information, please contact:

Dubai Department of Economy and Tourism (DET)
mediarelations@dubaidet.ae
[+971] 600 55 5559