Majid Al Futtaim, the leading shopping mall, communities, retail, and leisure pioneer across the Middle East, Africa, and Asia, today launched MAF My Summer, its first integrated summer campaign, bringing together experiences, dining, entertainment and retail offers from across its brands and destinations at Mall of the Emirates through the SHARE app.
The campaign is inspired by new insights from Majid Al Futtaim’s proprietary consumer insights platform, The Happiness Lab, which found that almost one in two UAE residents (47%) plan to remain in the country this summer, while 72% identify malls as their preferred place to spend their free time. The research also highlights a shift in spending priorities, with family activities ranking highest (58%). Among those staying in the UAE, 43% point to the rising cost of overseas travel as the primary reason, while 39% say they simply enjoy everything the country has to offer during the season.
Designed in response to these evolving preferences, MAF My Summer transforms Mall of the Emirates into a single connected destination where visitors can unlock exclusive rewards, discover curated experiences across the Group’s portfolio, and collect digital stamps through the SHARE app. Those who collect five stamps by participating in selected activities and promotions will be entered into a draw to win the Ultimate Cool Escape, valued at more than AED15,000.
Running from 10 July to 31 August, the campaign spans exclusive shopping, dining and entertainment offers, alongside community events and family experiences with three winners announced throughout the campaign one every two weeks. The Ultimate Cool Escape prize includes:
- A one-night stay in a Kempinski Aspen Chalet
- AED5,000 to spend across Majid Al Futtaim Lifestyle stores
- Tickets to Ski Dubai and VOX Theatre
Throughout the season, visitors can enjoy a packed calendar of exclusive events, collaborations and rewards, only at Mall of the Emirates.
Wellness & Community
- Pacsun x Ski Dubai – Freestyle Night (16 & 17 July):Push your limits and take your skills to new heights on the slopes, with prizes from Pacsun.
- Ski Dubai x lululemon x CRANK – Spin & Snow (18 July):A first-of-its-kind fitness experience combining an energising CRANK ride with wellness sessions in the snow.
- LEGO Certified Stores – World Cup Make & Take (until 19 July):Build an exclusive World Cup model in-store and capture the moment at the LEGO photo opportunity for a chance to be featured on Instagram.
- Dubai Mallathon:Enjoy the Mallathon walking track daily from 6:00am–10:00am throughout the season.
- Dubai Mallathon Pro Race (25 July):Powered by lululemon, with prizes for winners and an exclusive 25% discount on full-priced lululemon purchases for participants.
- lululemon x Girls Who Walk (26 July):Begin with a guided breathwork session followed by a community wellness walk. Finish in-store with the chance to win a AED 1,500 lululemon outfit, enjoy 15% off purchases, and complimentary protein smoothies from Cinnamood UAE.
- Shiseido – Beauty Masterclass (31 July):Personalised skincare consultations and Japanese beauty masterclasses led by Shiseido beauty experts.
- Crate & Barrel – Host the Summer (7 August):A curated matcha masterclass celebrating the art of summer hosting with beautifully styled tablescapes and seasonal inspiration.
- Shiseido x Girls Who Walk (9 August):A community wellness walk through Mall of the Emirates, followed by exclusive beauty experiences and complimentary protein smoothies from Cinnamood UAE.
Family & Entertainment
- Ski Dubai – Dinner with the Penguins:Enjoy an unforgettable evening with Ski Dubai’s resident penguins, available daily at 7:00pm.
- Ski Dubai – Snow Daycation:Escape the summer heat with exclusive Snow Daycation packages for the whole family.
- Ski Dubai – Kids Summer Camp:Action-packed indoor summer camps filled with snow adventures, games and learning.
- VOX Cinemas – FIFA World Cup:Watch every match live on the big screen with dedicated FIFA World Cup screenings.
- Carrefour – Bright Bites Academy:Interactive workshops featuring cooking, gaming and hands-on activities designed for children throughout the summer.
Shopping & Dining
- THAT Concept Store – Summer Beauty Offer:Receive a complimentary summer blow-dry when spending AED 500.
- AllSaints – Personal Styling Experience:Spend AED 1,500 or more and unlock access to a complimentary Personal Styling appointment in store.
- Psycho Bunny, LEGO, Tartine et Chocolat, AllSaints & Pacsun:Enjoy exclusive gifts with purchase across participating brands.
- LEGO Certified Stores – World Cup Promotion (19 July):Enjoy 15% off LEGO World Cup sets for one day only.
- Carrefour – Summer Travel Giveaway:Spend AED 250 for the chance to win a AED 5,000 travel voucher through the SHARE gamified promotion (available until 27 July).
- Kempinski Hotel Mall of the Emirates & Sheraton Mall of the Emirates Hotel:Enjoy buy-one-get-one-free dining offers at participating restaurants.
- 20X SHARE Points:Earn 20X SHARE Points on every eligible spend throughout the campaign, making every visit even more rewarding.
- SHARE Millionaire:Spend AED 300 at Mall of the Emirates for the chance to win 1 Million SHARE Points. The more you shop, the more entries you earn.
- SHARE – Digital Mall Gift Card Cashback:Enjoy 5% cashback when you load AED 500+ onto a MAF My Summer Digital Mall Gift Card.
- SHARE – Digital Mall Gift Card Prize Draw:Purchase a MAF My Summer Digital Mall Gift Card and be entered into the draw to win 100,000 SHARE Points.
Download the SHARE app to explore participating offers, collect digital stamps and be in with the chance of winning the Ultimate Cool Escape.
