5 Takeaways From The Mall Development MENA Forum 2024

The Eventagrate team attended the Mall Development MENA exhibition on the 11-12 November 2024, at Le Méridien Dubai Hotel & Conference Centre, Dubai, UAE. The exhibition was the first of its kind in the region and designed to bring the brightest and best minds within the world of mall development and retail into one place. The past, present, and future of malls was discussed with some unique view points and insights being offered.

Full Circle Design

The event started with a bit of a history lesson. To truly understand where we are at with malls and retail, we have to take a look back at why they were created and what the origin of malls were.

The concept of a mall was developed by Victor Gruen. Originally designed to be community centers that fulfilled the many aspects of life for local residents. Education, entertainment, and the daily shopping needs were all built into a hub that would be a focal point.

Sadly, this vision was somewhat hi-jacked, and malls were turned into retail centers that focused solely on shopping and consumerism. With the advent of the death of the high street and online retailers making shopping both far easier and cheaper, malls have faced a grueling battle to stay relevant and attract people to spend both time and money in them.

All is not lost, though. Having spoken to the top minds in mall management and development, we have condensed their expertise into our 5 top takeaways from the Mall Development MENA forum.

1. Malls Have Come Full Circle

Malls simply cannot compete on shopping and retail alone. It's far to cheap, easy and convenient to shop online, and there is infinitely more variety available on the internet. People want more than just shopping outlets. They want a community space that they can spend time with friends and family that offers them entertainment and engagement.

This has become apparent by the addition of non-shopping facilities, like soft-play areas, educational spaces, and entertainment events to name but a few. Mall management and landlords are now realizing that a purely retail environment no longer presents and attractive proposition for people and need to offer more value as a community hub in order to draw people in.

2. The Line Between Retail And Leisure Is Blurred

Who doesn't like to be entertained whilst enjoying a coffee? The strict zoning and placement of stores, shops, and vendor spaces is being blurred. In a physical sense, the placement of seating, shopping, and entertainment spaces is overlapping. Not only this, but the uses of spaces are now more fluid. Malls are beginning to utilize spaces for different experiences that perhaps were only used for one thing.

Malls are increasingly transforming previously single-purpose areas into multifunctional hubs—cafés double as coworking spaces, retail stores incorporate mini-event zones for workshops or live demonstrations, and entertainment venues host pop-up shops or brand activations. This fluidity not only enhances the customer experience but also maximizes the value of every square foot, turning malls into destinations where retail and leisure intersect naturally.

3. Mall Leasing Agreements Are No Longer Fit For Purpose

Traditional leasing agreements are becoming outdated, failing to foster the positive and collaborative relationships needed between retailers and mall landlords. Retailers are increasingly seeking more flexibility and tailored support, while landlords and mall management need to adopt a more cooperative and adaptive approach. Modern leasing agreements should include provisions for regular communication and collaboration between both parties, enabling the exchange of insights and data that benefit everyone involved.

Moreover, leasing agreements need to accommodate a broader spectrum of terms and durations. These could range from ultra-short-term options—such as pop-ups or event spaces leased by the hour (yes, even for just one hour)—to long-term agreements spanning multiple years. Flexibility should be baked into these contracts, allowing retailers to adjust timeframes or increase or decrease their space as their needs evolve. Ultimately, leasing agreements should act as support tools rather than rigid contracts, fostering a sense of partnership and shared success rather than obligation.

4. Values And Morals Need To Be At The Forefront Of Mall Design

Today’s mall-goers want their culture, values, and morals to be deeply embedded in the design and ambiance of the spaces they visit. But what does this look like in practice?

Beyond the occasional nod to religious or cultural festivals, such as Ramadan-themed decor, it means creating environments that resonate with the local community on a deeper level. This could include dedicated facilities, such as private service areas for women in regions where this is a cultural norm, or designing a family-focused mall with play zones, child-friendly amenities, and activities for all ages if families make up the majority demographic.

This connection to local identity should also be reflected in the architecture and aesthetics of the mall, using designs that echo the area's unique geography, heritage, or prominent landmarks. Even the small details, like ensuring signage is written in the primary local language alongside others, can significantly impact how visitors feel about the space.

Ultimately, malls must strive to be more than just shopping destinations—they need to act as community hubs. People want spaces where they feel comfortable, welcome, and at home—places that foster a sense of belonging and reflect their identity in meaningful and thoughtful ways.

5. The Mall Of The Future Is Tech Driven!

Malls are no longer static spaces—they are evolving, organic ecosystems where the success of the mall and its retailers are deeply interconnected. The key to fostering this symbiotic relationship lies in technology. Shockingly, 70% of data collected in mall environments is either unused or misused. By harnessing the power of data analytics and ensuring proper interpretation, both retailers and mall management can make more informed, strategic decisions that drive footfall, sales, and overall engagement.

Technology also plays a crucial role in crafting personalized and customized experiences, uniting all the elements that make modern malls thrive as community hubs. From AI-driven recommendation systems to location-based services that guide shoppers to deals or events, tech can transform the way people interact with mall spaces. Advanced analytics can also help predict trends, manage inventory, and even design mall layouts that respond to shopper preferences in real-time.

When adopted with a top-down, holistic approach, technology can address many of the challenges malls currently face, from tenant relations to customer retention. It can turn malls into vibrant destinations that go beyond shopping—a place where people gather, connect, and immerse themselves in meaningful experiences, redefining the mall as a central pillar of community life.

Conclusion

The Mall Development MENA forum brought into focus the key challenges faced by the mall industry. Whilst in this region, malls still maintain healthy traffic and interaction, they are not immune from outside pressures and changing consumer behaviors.

It was fantastic to see so many great minds coming together to share their insights on how to improve not just the sales and revenue aspects of mall management but how to truly make the mall experience better for the communities that use them.

It certainly seems as though the mall industry is prepared to take on the future challenges and involved the latest innovations that are being made available.