Snow Park, ‘phygital’ store: $1.3 billion Reem Mall opens in Abu Dhabi
The highly anticipated Reem Mall, a $1.3 billion project in Abu Dhabi, officially opened its doors on Wednesday, marking the culmination of nearly a decade of development. The mall, which features Abu Dhabi’s first indoor snow park, aims to offer innovative and unique services to its visitors.
The inauguration was officiated by Sheikh Nahyan bin Mubarak Al Nahyan, UAE Minister of Tolerance and Coexistence. Bruce von Kaufmann, the mall's director, reflected on the journey from the groundbreaking ceremony to the grand opening, noting that the COVID-19 pandemic had caused significant delays. However, key sections of the mall, such as Carrefour, opened in February 2022, with the entire precinct becoming operational last year.
Von Kaufmann anticipates an annual footfall of 16-18 million visitors. The mall, developed by Al Farwaniya Property Developments—a partnership between Agility Global, United Projects for Aviation Services Company (UPAC), and the National Real Estate Company (NREC)—offers 186,000 square meters of gross leasable area. Among its 400 retail units, including 80 food and beverage options, the Snow Park Abu Dhabi stands out as a major attraction.
In addition to the Snow Park, the mall houses various high street brands such as Zara, Nike, Adidas, and Bloomingdale’s, as well as dining options like Eataly and New Shanghai. The Vox Cinemas, which feature private rooms, add to the leisure offerings. Later this year, a family entertainment center will also be introduced. To celebrate the opening, the mall has launched a summer carnival featuring fun activities, live shows, music, and entertainment.
Reem Mall is set to introduce several innovative services by the end of the year, including a phygital store and a cloud space. The phygital store concept merges physical and digital shopping experiences, allowing customers to see, touch, and feel products before ordering them for home delivery or locker pickup. This omni-channel platform will also enable international retailers, who are not physically present in the UAE, to test their products in the local market.
Another significant feature is the new mall app, launching next month, designed to help visitors locate their cars in the parking lot, which offers 6,400 spaces spread over multiple floors. Von Kaufmann explained that the parking is designed to ease traffic flow, with different levels designated for visitors coming from various directions.
With these unique offerings, Reem Mall aims to set a new standard for shopping and leisure in Abu Dhabi, combining innovative technology with traditional retail experiences to enhance customer satisfaction and convenience.
By: Sahiba Suri
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