December 2019

Mall of the Emirates collaborates with ELEVATE to put regional and local designers in the spotlight

Mall of the Emirates collaborates with ELEVATE to put regional and local designers in the spotlight

The month-long fashion and design concept will host celebrated Lebanese-American designer Rami Kadi on December 10

ELEVATE is taking place exclusively during the month of December as part of the mall’s festive season celebrations

Dubai, United Arab Emirates, 10 December 2019: Majid Al Futtaim’s flagship luxury destination, Mall of the Emirates has collaborated with ELEVATE, a unique pop-up fashion and design concept, bringing to life an exclusive platform that provides creators with a springboard to develop their business and reach dynamic new markets in the region. Organised for one month only until December 30, 2019, ELEVATE invites style-focused shoppers to discover special pieces and collections from a selection of the most exciting local, regional and international creators.

Celebrating the festive season in a uniquely stylish way this December, Mall of the Emirates will see more than 50 designers from the Middle East reveal at ELEVATE their compelling designs of clothing, handbags, shoes and accessories, home décor and jewellery. Not only that, the socialised shopping experience will host additional talks, media and influencer collaborations, styling sessions, interviews, and sponsor-led activations. Through these sessions, creators are expected to maximise their revenues and brand reach through networking opportunities and interaction with buyers.

Mall of the Emirates collaborates with ELEVATE to put regional and local designers in the spotlight

The first high-profile name to make an appearance at the ELEVATE space will be illustrious couturier Rami Kadi, whose creations have graced Paris Fashion Week. The Lebanese-American designer will play mentor to up and coming designers, and discuss the fashion trade as he hosts a talk on Tuesday 10 December at 3 pm. Further enriching the experience for visitors will be a host of other prominent industry names throughout the month, including Zeynab El-Helw, popularly known as the Fashion Pirate.

Nada Abou Saab, Majid Al Futtaim – Director, Marketing East Region, Shopping Malls commented: “We are thrilled to host the innovative ELEVATE concept for a limited time only as we underscore Mall of the Emirates’ status as an original platform for local talent to showcase their creative design artworks. As a provider of a truly premium customer experience, we are committed to create unique engaging concepts for our community, and ELEVATE is one such authentic initiative that we are proud to organise, as we continue to inspire, encourage and empower talented designers from the region to shine and grow.”

ELEVATE is the creation of Pierette Yammine and Nadine Kabbara, who have transformed their shared passion for art, design and fashion into a project that supports creators trying to find a foothold in the industry.

Nadine Kabbara, Co-founder of ELEVATE Middle East, said: “We have a firm commitment to support creators and reinforce the impact of design on culture in the Middle East. We therefore produce unique experiences by curating content that inspires the public and celebrates the value of design. At ELEVATE, we aim at building a stronger relationship between creators and their audiences in order to help them generate business opportunities. We engage, we inspire, we ELEVATE.”

Running exclusively from 1 to 30 December 2019, ELEVATE can be found on the second floor of the mall’s vibrant Fashion Dome.

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 43,000 people, and obtaining the highest credit rating (BBB) among privately-held corporates in the region.

Majid Al Futtaim owns and operates 26 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 a number of markets across the Middle East, Africa and Asia, operating a portfolio of more than 280 outlets.

Majid Al Futtaim operates more than 400 VOX Cinemas screens and 36 Magic Planet family entertainment centres across the region, in addition to iconic leisure and entertainment facilities such as Ski Dubai, iFly 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.

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