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Mall of the Emirates announces an Out of this World schedule of shopping, entertainment and winning experiences for Dubai Shopping Festival (DSF) 2017

Mall of the Emirates—Majid Al Futtaim’s flagship lifestyle and luxury shopping destination—is hosting an ‘Out of this World’ 22nd edition of Dubai Shopping Festival (DSF)


  • Headline ‘Fashiontainment’ event featuring international celebrity appearance  
  • A lucky shopper will win a Lamborghini Huracan 2017
  • Opportunity to win AED 5000 daily as shoppers are invited to play digital guessing game
  • Shop this DSF and pay later with NAJM card, only at Majid Al Futtaim’s malls in Dubai
  • Luxury shopping destination set to host exclusive ‘12-hour sale’

Mall of the Emirates—Majid Al Futtaim’s flagship lifestyle and luxury shopping destination—is hosting an ‘Out of this World’ 22nd edition of Dubai Shopping Festival (DSF), featuring unique world-class entertainment, performances from international celebrities, fashion shows, and thrilling promotions and prizes to win, from Dec 26, 2016, to Jan 28, 2017.

On Dec 26, 2016, Mall of the Emirates will launch the ‘Out of this World’ campaign, in which one lucky visitor who shops for AED450 or more during the month will take home a Lamborghini Huracan 2017. Furthermore, visitors will have the opportunity to win instantly when they play the fun ‘Out of this world’ game. From Jan 5 to 14, 2017, visitors spending AED 450 in the mall can redeem tokens to play the digital game where one winner daily will walk away with AED 5000 when guessing the picture.

Along with City Centre Deira, Mirdif, Me’aisem, Al Shindagha and My City Centre Al Barsha, Mall of the Emirates will host the UAE’s only 12-hour sale concept which will be held on Jan 1, 2017. For 12-hours, only, participating retailers will offer specially-selected items at deeply attractive discounts of up to 90% off. In addition, visitors of Majid Al Futtaim malls in Dubai will receive tokens when shopping at any retailer in the mall which will automatically allow them to enter a draw for a chance to win the grand prize of AED 50,000 to be announced on Jan 1, 2017 at midnight at Mall of the Emirates.

From Jan 19 to 21, a highlight weekend in Mall of the Emirates’ DSF 2017 calendar is ‘Fashiontainment’, which comes alive through a series of exciting glittering fashion shows with a celebrity appearance, brands in-store presentations and pop-up activations of their latest collections, showcasing the latest style trends for 2017.

“Dubai Shopping Festival provides Majid Al Futtaim with an ideal platform to create great moments for everyone, everyday. For more than two decades we have worked in partnership with Dubai Festivals and Retail Establishment to execute a unique schedule of first time experiences with special focus on luxury, fashion and winning opportunities at Mall of the Emirates.” said Fuad Mansoor Sharaf, Senior Director – Property Development, Shopping Malls for Majid Al Futtaim.

He also added, “The 22nd edition of DSF at Mall of the Emirates is a must-visit event as we continue to uphold our reputation for highly anticipated Fashiontainment events, where fashion and celebrity entertainment collide, as well as family entertainment and in-store activations. Looking ahead, 2017 will kick-off to a great start for shoppers with an exclusive experience only available at Majid Al Futtaim’s malls in Dubai as we host the region’s only 12-hour sale along with our City Centre malls.”

As a popular destination for families, from Dec 26 to Jan 21, 2017, mall visitors will be treated to a world premiere in Dubai with the “Out of this World” aerial stage show featuring live musicians, ballet performances and roaming entertainment.

Lastly, via Majid Al Futtaim’s partnership with NAJM, visitors can now shop with ease. If a shopper spends using their NAJM card anytime throughout the festival, they will have the option to shop now and pay in March 2017. For more information, visit:

Further details of Mall of the Emirates’ celebration of DSF 2017, including international entertainment for the entire family, games and chance to win thrilling prizes, can be found on the mall’s online platforms:,, or