Wafi is to embark on a major, multi-phase, multi-million dirham re-development programme

On the brink of its impressive transformation, Wafi now aims to attract more tenants and more visitors by significantly enhancing the social component of its offerings. This will be witnessed through the introduction of several new developments through successive phases.

Phases one and two, to be completed by the end of this year, will see the creation of a wide variety of new food and beverage outlets, along with family entertainment areas, to cater to the emirate’s multi-cultural society.

Wafi Mall’s Group Marketing & Property Director, Richard Billington, says Wafi is regarded by many of Dubai’s long term resident population as ‘an institution’. But in keeping with the city’s fast-paced development, he recognises the importance of ensuring the mall remains relevant and an attractive destination to residents and visitors alike.

“In the first phase of the development programme scheduled for completion at the end of this year, we are investing heavily in the creation of a new traditional food court, housing many of the world’s leading fast-food brands, in a new location. This will act as a mini anchor and as part of the redesign, it will drive people into what is presently a quiet area of the mall.

“Moreover, a large entertainment area will also be created adjacent to the food court, housing an 8,000 square foot, indoor mini Golf Centre.”

The second part of the development, also scheduled for completion at the end of 2012, will see the creation of the UAE’s first Café Court, adjacent to Salam Stores. The Café Court will significantly enhance Wafi’s already renowned reputation as a fine dining destination for connoisseurs of gourmet cuisine and vintage beverages.

“The concept will deliver a melting pot of people, tastes and experiences. The unique design and decor will provide a setting ideal for a quick chat over coffee, or a family dinner,” said Billington. “The Café Court will fulfil a variety of appetites and taste buds. From a latte to a lemonade, sushi to spaghetti, you’ll find it here – a culinary escape in the heart of the city.

“We are very confident that the unique concept of Café Court will attract a high number of customers making the leasing and retail opportunities surrounding the area, very attractive to existing and prospective new tenants.

“And in keeping with our desire to make this a family destination, another entertainment area for younger children will be created adjacent to the Café Court, which will mimic a traditional park,” he continues.

While the main focus of activity will be the development of these new social components, Billington says the opportunity is also being taken to modernize a number of other areas, such as alleyways, which were part of the original design nearly 20 years ago, so as to open up the mall and create more bright areas, while also enhancing the pedestrian traffic flow.

Billington is confident that these enhancements will not only help modernize the look and feel of the mall but significantly improve the ‘pull’ factor of Wafi, and quickly return it to a position of being one of Dubai’s most popular shopping and entertainment destinations.

“We recognize that we cannot compete with the likes of mega malls such as The Dubai Mall or Mall of the Emirates,” says Billington. “But at the same time, we know that not everyone enjoys the ‘mega’ experience, and we will fill that void. Building on our legacy, as we lay the foundation to a new era for Wafi, we don’t intend to stop here. The feasibility study for a second phase of development has already been completed. This will include some novel retailing concepts; will be completed by the end of 2013.”