The largest LEGO® festival the Middle East has ever seen kicks off at Dubai Festival City Mall

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  • 12,500 visitors attended the opening and were the first to watch the all-new LEGO® NINJAGOTM themed IMAGINE show and witness the spectacular fireworks that followed
  • Festival visitors can meet their favorite LEGO® characters and enjoy seven diverse LEGO zones offering unique experiences and activities until 14th March 2020
  • The outdoor Asian markets will offer delicious street food stalls and pop up stores

Dubai: In collaboration with LEGO® Middle East, Dubai Festival City Mall launched yesterday it’s much anticipated LEGO® Festival in celebration of Dubai Shopping Festival’s 25th anniversary. The LEGO festival, which is the biggest festival to ever be organized by the LEGO Group to date in the Middle East, offered an array of exciting family friendly activities to thousands of LEGO® fans who were keen to be the first to watch the all-new LEGO NINJAGO IMAGINE show.

The festival was officially inaugurated by Steven Cleaver, Director of Malls at Al-Futtaim, Dubai and Urszula Bieganska, Head of Marketing, LEGO Middle East & Africa where a fireworks display lit the sky of Festival Bay to mark the occasion.

Steven Cleaver, Director, Shopping Centers Dubai, Al-Futtaim Malls said: “We are very excited with the turnout tonight and to see this many LEGO fans get together under one roof. At Dubai Festival City Mall we are passionate about creating memorable family moments and watching the children’s excitement as they watch the LEGO IMAGINE show and meet their much loved characters makes us know we’ve hit the mark. Launching this festival in celebration of the 25th Anniversary of Dubai Shopping Festival is the perfect start to the new year.”

Urszula Bieganska, Head of Marketing, LEGO Middle East and Africa, added: “We are delighted to partner with Dubai Festival City Mall to bring this one-of-a-kind experience to the region, and to begin this celebration during the 25th anniversary of Dubai Shopping Festival. With unique themed zones as well as the exciting LEGO NINJAGO show, there truly is something for everyone – and we look forward to welcoming LEGO fans across all ages over the next few weeks to discover what we have in store for them.”

On the launch day, 12,500 visitors got to see first-hand the new LEGO NINJAGO show and its characters battling against the powerful sorceress, Aspheera. The LEGO NINJAGO IMAGINE show took a period of 12 months to develop and over eight months to be produced by the talented Los Angeles based animators of the NINJAGO series at Cartoon Network. The lasers, lights and fire jets of the record-breaking IMAGINE made Kai’s blazing fires, Nya’s water powers, and Lloyd’s green energy come to life through a truly unforgettable experience.

Little ones and their parents also got to enjoy the seven LEGO® zones: LEGO® City, LEGO® Friends, LEGO® Duplo, LEGO NINJAGO, LEGO® Technic, LEGO® Architecture, LEGO® Shadow Runner and LEGO® Jungle. With each of the zones celebrating a popular LEGO® brand, families got to take part in multiple LEGO inspired activities such as building life-sized sculptures, trains, snow men, fire engines and Burj Khalifa. The all mighty NINJAGO characters had also taken over the Festival Bay area where they greeted visitors wandering around the outdoor Asian market that offers delicious street food and pop up stores.

The LEGO® Festival will run at Dubai Festival City until the 14th of March 2020. Shoppers can also take advantage of the Dubai Shopping Festival offers and deals available across popular brands at the mall. Not only is the mall offering up to 50% discount, but shoppers are up for a chance to enter the draw to win a new 2020 Lexus RX Hybrid if they spend more than AED 300. 

About Dubai Festival City Mall

Dubai Festival City Mall is one of the major shopping destinations in Dubai. With over 400 outlets, the mall is home to Dubai’s only IKEA, renowned fashion brands like Zara, H&M, Coach, DKNY, Kate Spade and for the first time in the Middle East, luxury Singaporean department store, Robinsons. The dining destination offers iconic waterfront Dining on Festival Bay, 56 restaurants and cafés, the largest Food Court in Dubai and is first to market F&B concepts like Sugar Factory, Tortilla, and the Middle East’s only Hard Rock Café. The entertainment venue offers a 7-star 18-Screen Novo Cinemas with 4D IMAX, Fabyland, a 70,000 sq. ft. family entertainment centre and Festival City’s newest addition, the global attraction IMAGINE.

IMAGINE, the two-time record-breaking visual and sensory extravaganza, plays live every night on the iconic Festival Bay and is free for all visitors. The truly unforgettable experience promises to enthrall every time, combining lasers, light, fire and water to tell remarkable, emotive stories. The state-of-the-art show seamlessly fuses technology and art and has earned two Guinness World Records for the largest water screen projection and the largest permanent projection mapping. IMAGINE uses surround sound to deliver a 360-degree story to emotionally connect with audiences and produce a show like never seen before. The multi-sensory, iconic, unmissable show must truly be seen to be believed, leaving a long-lasting impression on all that experience it and live the feeling that is IMAGINE. 

Festival Bay offers the ‘most instagrammable sunset in Dubai’ and takes in the waters of the historic Dubai Creek. With over 15 waterfront dining options at Festival Bay including Cheesecake Factory, Eataly, Turkish Village and authentic Emirati cuisine at Al Fanar, there is truly something for everyone. 

Dubai Festival City Mall visitors will discover over 7,000 parking spaces, valet parking services, two taxi ranks, VIP Valet, personal styling, and the traditional dhow cruises. The Mall has full accessibility via water being located in Dubai Creek Harbour, with RTA Water Taxis departing every hour from Festival Bay. 

For more information on Dubai Festival City Mall, please visit http://www.dubaifestivalcitymall.com/  

About Al-Futtaim

Established in the 1930s as a trading business, Al-Futtaim today, is one of the most diversified and progressive, privately held regional businesses headquartered in Dubai, United Arab Emirates.

Structured into four operating divisions; automotive, financial services, real estate and retail; employing more than 42,000 employees in more than 20 countries in the Middle East, Asia and Africa, we partner with over 200 of the world’s most admired and innovative brands.

Al-Futtaim’s entrepreneurship and relentless customer focus enables the organisation to continue to grow and expand; responding to the changing needs of our customers within the societies in which we operate.

By upholding our values of respect, excellence, collaboration, integrity; Al-Futtaim continues to enrich the lives and aspirations of our customers each and every day. For more information, please visit: www.alfuttaim.com 

About the LEGO® Group

The LEGO® Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO® System in Play, with its foundation in LEGO® bricks, allows children and fans to build and rebuild anything they can imagine. 

The LEGO® Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”. 

Today, the LEGO® Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 140 countries worldwide. For more information: www.LEGO®.com 

For further inquiries, please contact:

Sarah Al Shawa
T 97150 8365163
Email: dubaifestivalcity@ipn.ae
LEGO® Middle East
T 971 56 409 6572
Email: LEGO®MiddleEast@Edelman.com 

© Press Release 2020

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