Emaar Retail joins hands with Emirates airline to offer real-life airline environment at KidZania® edu-tainment centre Children can enact up to 70 different roles from daily life at KidZania® Features airplane body replicating Emirates aircraft and an airport counter Kids can dress up in original Emirates wardrobes as pilots and cabin crew All aspects of the establishment designed to exact Emirates standards Establishment staff specially trained by Emirates, to ensure the experience is as realistic as possible Dubai, UAE; October 7, 2009: Emaar Retail has joined hands with Emirates airline, Dubai’s international airline company, to introduce children to the thrills of an aviation-related career in a real-life airline environment experience at KidZania®, the Middle East’s unique edu-tainment attraction at The Dubai Mall. KidZania® is an award-winning children’s edu-tainment concept that is being introduced to the region for the first time at The Dubai Mall. Opening shortly, it is an 80,000 sq ft interactive mini-city featuring life-sized streets, buildings and shops scaled down to a smaller, child-friendly size. KidZania® allows children to dress up and role-play by performing realistic tasks in a fun and meaningful way. Children can choose from 70 different real-life roles ranging from doctors, teachers, construction workers, artists and mechanics. His Highness Sheikh Ahmed bin Saeed Al-Maktoum, Chairman and Chief Executive, Emirates Airline and Group said: “KidZania® will be a remarkable destination and an excellent addition to The Dubai Mall’s expanding entertainment precinct when it opens shortly. For Emirates, our partnership with Emaar Retail represents our mutual desire to help the younger generation get excited about their futures through stimulating, educational activities. “Pilots and cabin crew have long been an iconic representation of the dream job, travelling the world and experiencing new and exciting destinations on a daily basis. It is our hope that through this partnership, children who visit KidZania® will now see and understand for themselves how rewarding and varied a career in aviation can be.” His Excellency Mohamed Alabbar, Chairman, Emaar Properties, said: “Dubai continues to be at the forefront of innovation, creativity and execution. This is highlighted by the impressive success of Emirates airline, which reiterates the visionary zeal, ambition and determination of the city to make a global imprint in every aspect the city undertakes. “Emaar Retail has already set global benchmarks with the opening of attractions such as Dubai Aquarium & Underwater Zoo, SEGA Republic, Reel Cinemas and Dubai Ice Rink at The Dubai Mall. The partnership of Emaar Retail and Emirates airline is a perfect example of sharing synergies and competencies for the overall benefit of the society. Emirates will further enhance the edutainment centre’s appeal to children, and with this, we are ensuring that our future generations get the best professional role play experience that will help them tremendously in the long-run.” Through the partnership with Emirates, KidZania® will offer children the opportunity to enact their dream roles as pilots and cabin crew. A highlight is the fuselage of an actual aircraft fitted out complete with realistic flight simulators. Emirates check-in desks are also set up as the main entrance point to KidZania®, where children can “check-in”, get their boarding passes, go through the make-shift x-ray machines and enter the new city - KidZania®. All designs as well as various activities recreate the real life environment of working for Emirates. For example, children can work as pilots and fly from Dubai to KidZania® in flight simulators. Meanwhile, other children can act as cabin crew offering a mock trolley service and making realistic in-flight PA announcements while their parents can look on from the spectator viewing window. Emirates will also provide wardrobes and training programmes to KidZania® that are in line with its actual work standards. Mr Adel Al Redha, Emirates’ Executive Vice President, Engineering and Operations said: ‘At Emirates we are extremely passionate about our commitment to service and quality. We want all children who visit KidZania® to receive as realistic an experience as possible, which is why we have enlisted the support of our experienced trainers to instruct the KidZania® staff. We firmly believe that Emirates' product and service is unlike any other offered in the industry, and we are confident that this will resonate through to the KidZania® experience.” Mr Arif Amiri, Chief Executive Officer, Emaar Retail, said: “KidZania® is all set to offer an unparalleled leisure attraction for children that will greatly appeal to parents for its edutainment value. This is part of the commitment of Emaar Retail to bring in wholesome leisure experiences to The Dubai Mall. We work with the best in the industry and our association with Emirates brings in a global dimension to KidZania®, which children from around the world can enjoy on visits to Dubai.” KidZania® will also feature offices, schools, a fire station, race track, radio station, pizzeria, hospitals, a bank, ATM machines, theatre and fashion ramps, all scaled down to a smaller, child-friendly size. Kids can choose a preferred ‘role’ and be provided with costumes and other accessories for the complete real-life like experience. KidZania® is one of the three new leisure attractions at The Dubai Mall, the world’s largest shopping and entertainment destination. SEGA Republic, the 76,000 sq ft indoor theme park; and the 22-screen Reel Cinemas with a seating capacity of up to 2,800 seats, are already open. -ends- Note to Editors About The Dubai Mall: The Dubai Mall is the world’s largest shopping and entertainment destination spread over a total area of 12 million sq ft. With a total internal floor area of 5.9 million sq ft, the mall has 3.77 million sq ft of gross leasable space which hosts 1,200 retail stores including over 160 food and beverage outlets in food courts that have a capacity to seat 3,000. The Dubai Mall offers an unparalleled retail mix combined with world-class dining, entertainment and leisure attractions. The leisure attractions include The Dubai Aquarium & Underwater Zoo, which features the largest acrylic viewing panel in the world and a walk-through tunnel. The Olympic-sized Dubai Ice-Rink is another key leisure attraction and a destination for skating enthusiasts. Fashion Avenue, a 440,000 sq ft fashion precinct dedicated to haute couture, positions the mall as the fashion capital of the region; while the Gold Souk is a sprawling gold and jewellery retail showcase with over 200 stores. The strong family entertainment theme includes KidZania®, an innovative children’s ‘edu-tainment’ concept that is being introduced to the region for the first time; SEGA Republic, a 76,000 sq ft high adrenaline indoor theme park; The Grove, an indoor-outdoor streetscape with fully retractable roof, and the 22-screen Reel Cinemas with a total capacity of up to 2,800 seats. For the convenience of visitors, the mall offers over 14,000 car parking spaces. About Emaar Retail: Emaar Retail is a wholly owned subsidiary of Emaar Malls Group LLC and is the vehicle for all retail operations. Emaar Retail is developing a portfolio of brands in key growth markets and is strategically building new alliances, joint ventures, franchises and licenses for all mall developments under the Emaar Malls Group umbrella. Emaar Retail also manages the business operations for The Dubai Mall’s leisure and entertainment brands including KidZania®, SEGA Republic, the Olympic-sized ‘Dubai Ice Rink’ and Dubai Aquarium & Underwater Zoo. Emaar Retail has also entered into a joint-venture with Cathay Organisation Holdings Ltd in Singapore, to form Reel Entertainment to develop cinemas across the region including the flagship 22-screen cineplex at The Dubai Mall. Emaar Retail was established to drive Emaar Malls Group’s developments in key emerging markets across the Middle East, North Africa and the Indian Sub-Continent through creating the right retail mix for the various markets. About Emaar Malls Group LLC: Emaar Malls Group LLC, is the retail and shopping mall subsidiary of Emaar Properties PJSC. Emaar has announced investments in shopping malls of over US$4 billion (AED 15 billion) with 10 million sq ft of retail property in operation or under development in the emerging markets of the Middle East, North Africa, the Indian Subcontinent and South Asia and is on target to become one of the largest developers of shopping malls in the world. At the forefront of these developments is the flagship The Dubai Mall, the world’s largest mall, in the heart of the Downtown Burj Dubai. Emaar Malls Group also operates two other malls in Dubai; Souk Al Bahar, an Arabesque shopping and entertainment development on The Old Town Island, and Dubai Marina Mall, a lifestyle shopping mall for residents of the Dubai Marina community. Internationally, Emaar Malls Group is actively planning or developing shopping centres in Egypt, Syria, Morocco, Turkey, Jordan and Saudi Arabia and continues to drive the company’s expansion strategy on a global scale. About Emaar Properties PJSC: Emaar Properties PJSC, listed on the Dubai Financial Market, is a global property developer with a significant presence in 36 markets world-wide. Besides building residential and commercial properties, the company also has proven competencies in shopping malls & retail, hospitality & leisure, education and healthcare. For more information, visit www.emaar.com. About Emirates: Emirates is one of the world's most successful international airlines. Since the first Emirates airline flight took off in 1985 the company has spread its wings into every aspect of travel and tourism to become a global corporation of colossal scale. Based in Dubai, it flies a young and modern fleet of 137 aircraft - a mix of Airbus and Boeing passenger planes and nine freighters. Connecting nearly 100 cities on six continents, Emirates has earned a reputation for innovation and top quality service, winning over 400 international awards for excellence across its operations. In the air and on the ground, Emirates is committed to acting sustainably in the interests of its customers, its business, the natural environment, and the nearly 100 destinations it serves worldwide.
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