Playnation, Mirdif City Centre, Dubai, UAE

Concept Development and Client Representation for concept & schematic design of Playnation for Mirdif City Centre for Majid Al Futtaim

  • Appointed by Majid Al Futtaim
  • 20,000 sqm site on the 1st floor of the 200,000 sqm Mirdif City Centre community shopping mall development
  • Scope was for concept development and Client Representation to manage concept & schematic design for the leisure offers, including space planning for the mall base build, and undertake contract negotiations for the 3rd party licenses for iFly, Soccer Circus and Little Explorers
  • Estimated project cost US$ 90 million
  • Components included a Magic Planet FEC, Yalla Bowling Centre, twin iFly skydiving wind tunnels, Little Explorers edutainment centre for 2 – 7 year olds (based on a Citie des Enfants concept at Cities des Sciences in Paris), Soccer Circus (an interactive football experience), 3 number 5-a-side pitches, party rooms, a Johnny Rockets restaurant and a café
  • Playnation opened in May 2010 and now attracts over 1 million paying visitors p.a.
  • Key achievements were
    • the creation of a visually strong entrance and hub to draw passersby in the mall in to the leisure space, off which all the attractions can be readily accessed,
    • positioning of the skydiving tunnels at the centre of the space to entertain spectators and
    • the incorporation of an adventure ropes course at high level to vertically activate the centre and maximize use of the space
Visitor Attractions

Project examples include:

  • Singapore Flyer - Operational planning in support of a bid to acquire the Singapore Flyer
  • Operations Manuals - Drafting of a full suite of Operating Manuals for the Middle East's largest theme park & FEC operator
  • Great Wheel Dubai - Land use & feasibility study for the development of a giant wheel by the Great Wheel Company on a site in Dubailand
  • Children's Play Centre, Dubai, UAE - Concept review and feasibility study for a standalone children's play centre attraction
  • Children's Restaurant, UAE - Feasibility study for the development of a children's restaurant & play centre in the UAE

FECs & Shopping Mall Entertainment

Project examples include:

  • Magic Planet FEC Roll-out, GCC - Design development, Client Representation and project management for the fit-out of Magic Planet FECs in Sharjah, Bahrain, Kuwait (The Avenues) and Dubai
  • Parc 1 Shopping Centre, Seoul, Korea - Leisure component strategy and concept study
  • Shopping Mall Attractions, Riyadh, KSA - Market review and leisure ideas study as part of the site acquisition due diligence for a regional shopping mall development
  • Shopping Mall Attractions, Baku, Azerbaijan - Market review and leisure ideas study as part of the site acquisition due diligence for a regional shopping mall development
  • Adventure Golf Centre, Dubai, UAE - Feasibility study for the development of an adventure golf centre in a shopping mall in Dubai
  • Playnation, Mirdif City Centre, Dubai, UAE - Mixed leisure concept development, Client Representation and operational consulting for Playnation at Mirdif City Centre in Dubai.
  • Gold Class Cinema, Dubai, UAE - Feasibility review for the development of a Gold Class Cinema concept at an existing shopping mall in Dubai
  • Kids Connection, Wafi City, Dubai, UAE – Concept idea, feasibility study, project direction & design management of a 650 sqm children's indoor playground

Snow Centres

Project examples include:

  • Snow Play Centre, Syria - Concept development & feasibility study for a 12,000 sqm snow centre in a shopping mall
  • Ski Egypt, Cairo, Egypt - Peer review
  • Ski Centre, Moscow, Russia - Concept review & operational design consultancy
  • Snow Centre, Guangzhou, China - Preliminary market review and concept workshop
  • Snow Play Centre, India - Concept review and feasibility study for the addition of a snow play centre to an existing shopping mall
  • Doha Festival City, Qatar - Ideas search, feasibility study and concept design for 30,000 sqm of mixed, indoor and outdoor leisure attractions, including an indoor snow play area
  • Snow Play Centre, Abu Dhabi, UAE - Concept & feasibility study for the development of an indoor snow play centre as part of a proposed regional shopping centre
  • Snow Play Centre, Riyadh, KSA - Space planning and drafting of a development brief for a snow play centre for a major shopping mall development in Riyadh, KSA

Theme Parks & Resorts

Project examples include:

  • Turnaround Strategy for a Theme Park, GCC - Operational review and strategic development planning for a distressed theme park in the GCC
  • Theme Park, Tripoli, Libya - Feasibility study for a mixed leisure destination including a theme park, bowling centre, ice skating centre and restaurant complex
  • Theme Park Resort, Doha, Qatar - Concept & feasibility study for a major theme park resort for a 90-hectare site, including production of a 5-minute animated film - View it here
  • Theme Park Anchored Development, Abu Dhabi, UAE - Concept & feasibility study for a 100 hectares European Premier League football branded leisure, sports and residential development
  • Theme Park, KSA - Concept & business modeling advice for a feasibility study for the development of a theme park as part of a new Red Sea Resort

Waterparks & Waterplay

Project examples include:

  • Roll-out for 4 Waterparks, UAE - Feasibility studies and concept reviews for 4 mid-sized outdoor waterparks for sites in Dubai and Abu Dhabi
  • Waterpark, Deira, Dubai - Concept & feasibility study for a waterpark in Deira Dubai
  • Wahooo! Waterpark, Bahrain - Peer review, concept development, Client Representation, operational start-up for a 15,000 sqm indoor waterpark at Bahrain City Centre shopping mall
  • Aqua Play, Mirdif City Centre, Dubai - New concept family entertainment attraction conceived by Team Leisure. Concept development, Client Representation, operational consulting
  • Dubai Marina Waterpark, Dubai - Concept development and Client Representation for negotiations in connection with a beachfront waterpark in Dubai Marina

Zoos, Aquariums & Animal Experiences

Project examples include:

  • Doha Zoo, Qatar - Feasibility, concept and masterplanning study for redevelopment of the 75 hectare site of the existing zoo and the addition of multiple new attractions and public park elements
  • Doha Zoo Redevelopment, Qatar - Development of detailed species list and habitat book for the redevelopment of Doha Zoo
  • Butterfly House, Dubai - Attraction concept & feasibility study for a shopping mall in Dubai
  • Emirates Palace Hotel, Abu Dhabi, UAE - Concept proposal for an innovative, combined marine animal discovery centre and waterpark
  • Indoor Zoo, GCC - Attendance forecast for a unique indoor zoo concept

Museums, Culture & Edutainment

Project examples include:

  • Traditional Pearl Diving Tours, Abu Dhabi - Operational planning & business modelling for the introduction of a range of traditional boat tours for Sir Bani Yas Island
  • Scitainment Centre, Reem Mall, Abu Dhabi - Study 1: Market analysis & ideas study. Study 2: Feasibility study and concept development
  • Natural History Museum, UAE - Operational planning
  • Transport Centre, Abu Dhabi - Concept & feasibility study for a transport edutainment centre in a shopping mall
  • Light & Laser Show, UAE - Economic impact & location study for a major light, laser & fountain show in the UAE
  • Children’s Eco-Discovery Centre, Dubai - Concept review and feasibility study for an Ecotainment children’s play centre in Dubai

Adventure & Sports

Project examples include:

  • Entertainment & Sports Complex, KSA - Leisure advisor for the feasibility, concept and masterplanning study for a 186 hectare leisure & sports anchored development in KSA
  • Adventure Play Centre, India - Concept & feasibility study for an outdoor adventure play centre in a shopping mall
  • Destination Adventure Attraction, UAE - Concept & feasibility study for the development of a mountain top adventure attraction in the UAE

Mixed Use

Project examples include:

  • Office & Residential Portfolio Review, Dubai - Market study for the development of shared health club, spa, and executive club facilities
  • Mixed Use Concept Study, Seoul, Korea - Leisure component strategy, concept study, and masterplanning for a Development Bid for a mixed-use project in Korea

Market Studies

Project examples include:

  • Country Review, Jordan - Market entry review for Jordan for a leading Middle East leisure operator
  • Strategic Planning, GCC - Assistance with the development of a 5-year GCC Roll-out strategy for a leading leisure operator in the Middle East
  • Dubai Market Study - Dubai leisure market review & update as part of an all sector review for the UK Export Finance Department at H.M. Treasury