Thursday, September 13, 2007 Feasting on Dubai’s Shopping Fest By Ann Laarni E. Arizo
TWO weeks prior to the slated schedule, the famous Al Maktoum Bridge was already adorned with banners beckoning an upcoming celebration. Firefly lights were twined and crafted into decorative designs in every roundabout, bridge and road tunnel of Dubai.
Five days before Christmas, the adornments were completed, and by night, the tiny bulbs were lit and astounding fireworks sparkled across the starless skies. After the releasing of balloons on that wintry morning, the shops unlocked their doors to welcome eager shoppers from different corners of the globe. That day hallmarked the first day of the 2006-2007 Dubai Shopping Festival.
Every year, Dubai celebrates the shopping festival under the same theme, “One World, One Family, One Festival”. It all began in 1996 when the emirate, in its stance to reinforce its retail trade industry, conceptualized an event to gather all retailers together and sell their respective products to consumers at discounted prices.
With the concerted efforts of both the public and the private sectors, the event made waves and drew visitors to the emirate. In the years that followed, the organizing committee tagged the event as the Dubai Shopping Festival (DSF) with one main goal: to promote Dubai as the preferred shopping capital and the leading tourist destination in the Middle East.
Year after year, creative ideas and innovations are hatched to improve each year’s event-trappings.
Donning our most comfortable shoes, my friends, Tess, Mavic, Malou, Denny and I marched into the malls on the first day, our faces beaming with excitement.
We were amazed to find that most shops selling both local and international brands marked down their prices up to 75%. Nine West in Al Ghurair City was tempting.
Eye-catching bags in pastel shades were sold at very reasonable prices. Upstairs, Esprit and Naturalizer offered close to 50% off on most shoes.
A number of times, we dashed off to City Centre, one of Dubai’s biggest malls.
New Look, a spacious fashion shop was a perfect place to go. With their slashed prices, nobody wanted to leave the store empty handed. Within the shopping season, we visited a number of malls whose hours were extended until 12 midnight. We meandered along their crowd-studded halls and lanes.
Reef Mall, Burjuman Center, Lamcy Plaza, Mall of the Emirates, Ibn Battuta, we invaded them all.
Aside from the incredible discounted prices, the outlets had other “come ons” and shopping incentives. There were “buy-one-take-one-", “buy-two-take-three-”and “special-price-for-two-” offers as well as special gifts for customers whose purchases reached a certain amount or when they bought a particular brand or item. Raffles were also held by outlets owned by the festival’s principal sponsors. Fabulous prizes such as luxury cars and gold bars were up for grabs. In all malls, there were performers showcasing local dances.
Even though we could not relate to them, our eyes lingered awhile.
Never ending
All throughout the festival, there was a night souk (market) stationed at Dubai Creek. Fireworks were thrown to the clouds nightly. I was with my best friend, Kumar, and it was the night of all nights. Approaching the Creek, magical fireworks flashed before the glass window of the car where we watched on like little children. Perched on the side street were mobile shops showcasing a blend of goods—footwear, textiles and garments, bags, perfume, household items, electronics and knick-knacks— all sold at low prices. There were food booths on every corner and a playground filled with children where rides made them scream and laugh at the top of their lungs.
Up a stage, performers from different countries showed off their skills and talents. That night, Kumar and I went home wishing the merriment would never end.
Bombarded with people was Dubai’s Global Village, the event’s key site. With an entrance fee of 5 dirhams (approximately P65), one could view the pavilions showcasing products and delicacies of the different countries around the globe.
The pavilions were built based on each participating country’s architectural heritage. Every night, each country had performers put on a show of native dances or songs, giving the audience a bird’s eye view of their culture. Food stalls sold their wares like hot cakes. Kids were enjoying their fun rides.
Fetching find
In selected areas of Dubai, rides and food booths were also visible making the festival a family and entertainment event as well, instead of a pure shopping bonanza. Hotels, travel agents, tour operators, restaurants and entertainment centers did their part too in promoting the event locally and worldwide by offering affordable packages to residents and tourists alike.
As the cold climate heightened, the shopping fest concluded, wrapping up the 43-day family-amusement-shopping extravaganza, I walked away from Reef Mall, satisfied with the cheapest designer shoes I ever bought, my hands reaching heaven with a “two thumbs up” sign.
