Visitor Attractions

Client:Dubai Holdings and Colliers International

Brief:Concept Development, IP and Market Reasearch in support of 'The Mall of the World' a proposed major indoor visitor theme park and theatre district targeted to open in 2022, Dubai.

What was undertaken?

Part of Dubai’s overall strategy to double tourism revenues by 2020, the Mall of the World is an incredibly ambitious development of a scale never seen before. In a nutshell, the aim of the project is to develop the world’s largest mall, largest indoor park, cultural theatres and wellness resorts with a capacity to host over 180 million visitors annually.

We were commissioned to provide conceptual and market research for exciting proposals for an indoor theme park (the largest in the world) and a destination theatre district modelled on Broadway.

Extensive research was undertaken with similar large scale operations in the EU, Asia and US supported by the development of detailed case studies. Extensive research was also undertaken into key intellectual properties (IP) in the entertainment, comic and video gaming arenas. The purpose of the work was to examine both existing and potential applications in a theme park context and to shortlist suitable properties which would fit the global remit for the Mall of the World.

The outcome

A positive case for development identified, providing the basis for negotiation with potential operation partners and major IP holders.