The spectacular nature of the retail "adventure" being created at City of Arabia in Dubai will be revealed in detail for the first time tomorrow (Thursday) by one of the world’s leading visitor attraction experts.

Top American designer Jack Rouse will tell an audience of retail industry professionals in London that Mall of Arabia, one of the world’s largest malls and a key feature in the US$5 billion City of Arabia development, is to use a stunning edutainment experience to help drive business into its 1,400 retail outlets.

Rouse, who has developed some of the world’s most unique entertainment projects, said Mall of Arabia’s star attraction, the US$300 million Restless Planet, was "the most exciting concept that I have ever seen for a mixed-use shopping centre development."

Part theme park, part earth science museum, and part planetarium, he said Restless Planet will establish Mall of Arabia as "an attraction city offering something for every age and culture," drawing thousands of visitors and sending waves of extra shoppers into the mall.

Rouse is speaking at the RLI Global Opportunities Conference 2008: Embracing Global Retail, at Wembley Stadium, London. City of Arabia is the platinum sponsor of the two-day international retail industry event.

His company, Jack Rouse Associates, has been hired as designers and executive producers for Restless Planet by Ilyas & Mustafa Galadari Group, owners of the 20 million square foot City of Arabia project which lies at the gateway to Dubailand.

Restless Planet will feature the world’s largest collection of animatronic dinosaurs, as well as a variety of spectacular, themed rides, including a river raft journey back to the Mesozoic era through the Triassic, Jurassic and Cretaceous periods.

Rouse will illuminate his conference address with a video which, for the first time, reveals the dramatic nature of main attractions designed to draw more than 10,000 visitors per day.

And he is telling retail industry leaders and decision-makers that inside City of Arabia visitors and residents will find an exceptional urban community with office towers, schools, apartments, galleries, medical clinics, and recreation centres.

He said the main elements include 34 commercial and residential towers, and Wadi Walk, a water front community consisting of stylish apartments, outdoor cafes and attractive retail outlets set alongside an 8km long canal.

But it is the combination of Mall of Arabia and Restless Planet which Rouse says will be City of Arabia’s biggest asset, providing irresistible visitor appeal and delivering a steady flow of shoppers with money to spend.

Said Rouse: "We have been developing unique international entertainment projects for over two decades, and whether it’s for Universal Studios, LEGO, Paramount or Procter & Gamble, Dolly Parton or the Green Bay Packers, our focus is always on the guest and on creating a memorable and repeatable experience.

"In Mall of Arabia, our job is to help create extensive footfall from both residents and tourists by providing world-class entertainment. From a retailer’s perspective it is all about creating footfall and differentiation. We firmly believe that Restless Planet will do just that. Attractions are not just for the moment. They’re also about people talking about what they’ve experienced after they leave Mall of Arabia."

Rouse added: "Coupled with the unique and diverse retail options of Mall of Arabia, the Ilyas and Mustafa Galadari Group is creating a true retail adventure. With its thrilling rides, state-of-the art exhibits, multi-dimensional dome show and cutting edge film attractions, Restless Planet offers an unrivaled blend of education and entertainment.

"In designing Restless Planet, we wanted to create a great attraction, but we are also ever mindful of the fact that the real reason we are there is to help retailers sell more products and make more money.

"That’s what we’re going to do. Restless Planet is certainly going to be a wild ride and it will create a roaringly successful retail experience."

Phase one of the Mall of Arabia component is now 89% contracted and reserved. Anchoring the four million square feet gross leasable area (GLA) spread across the twin level first phase will be many of the leading brand names managed by two of the Middle East’s biggest retail organisations, Landmark Group and Azadea Group.

Between them, they have signed up for a total of more than 800,000 square feet of retail space in the first phase. Phase two will have a further six million square feet of GLA.

Integral infrastructure works have been completed on the 20 million square foot City of Arabia site and super-structure work will start soon on the project’s main components.

Planned to link with the Dubai Metro, the City of Arabia monorail will provide a comfortable and convenient link to all the major theme parks and shopping areas. City of Arabia will have a phased opening starting towards the end of 2010.

With more than 1,400 retail outlets, each offering diversity and variety, two rooftop hotels, point of entry and departure for the Restless Planet dinosaur theme park, and waterfront al fresco dining and entertainment experiences for the entire family, Mall of Arabia is a unique retail resort and one of the four main elements of City of Arabia.

City of Arabia is a 20 million square foot development lying at the gateway to Dubailand and serves as its main residential and retail centre. With business and administrative offices, schools and clinics, supported by luxury apartments, shops, galleries, restaurants and unique attractions, City of Arabia will become a key destination and urban community within the new Dubai. The project will have a phased opening starting towards the end of 2010.

Launched under the umbrella of Tatweer, a member of Dubai Holding, Dubailand is the world’s most ambitious tourism, leisure and entertainment project, catering to the needs of the entire family. The unique 3 billion sq. ft. development is projected to attract millions of tourists annually from around the world once fully operational.

A number of Dubailand projects are currently up and running, including Al Sahra Resort, Dubai Sports City and the Dubai Autodrome. The diverse projects under Dubailand include theme parks, eco-tourism projects, shopping malls, restaurants and residential units. Projects are being developed by a variety of dynamic investors from the UAE, GCC and overseas.

The Ilyas and Mustafa Galadari Group is a highly regarded, multi-faceted organisation based in Dubai. Its diversified business portfolio includes real estate development, agencies for overseas companies, hospitality, food storage, gems and jewellery, luxury yachts, automobiles and transport.

- Lindsay Johnston, Total Communications Dubai also photo -