MAF Shopping Malls is partnering with DSS for the 10th consecutive year.

MAF Shopping Mall's flagship centres - Mall of the Emirates and Deira City Centre - are working closely with the DSS office on all aspects of the event, promotional and advertising programme to ensure that their festival calendar provides the maximum entertainment and excitement for its customers.

Both malls will also participate in a city-wide sales promotion where customers will get the chance to win substantial cash prizes each week over the 10 weeks of Dubai Summer Surprises Furthermore it is expected that many retailers in the centres will use DSS to go on sale and offer great prices to visitors.

'MAF Shopping Malls aims to combine entertainment with education and awe-inspiring shows with travelling exhibitions thereby creating an array of family events in addition to top-class shopping. We feel that these programmes give something back to the residents around our centres who have shown such loyalty over the years. We are committed to providing our consumers with the best experience we can, and we are very happy to partner with DSS.' said Fareed AbdelRahman, vice president, Deira City Centre.

The landmark centres will focus on an exciting events programme that underlines the surprise concept developed by DSS. Deira City Centre, which has been partnering with DSS since 1998, will focus on 3 core themes and will be launching 6 weeks of exclusive events & entertainment. These exciting events will include 'The Magical Garden' which will take visitors on a fantasy journey through the beauty of nature and the 'Superheroes in the City Show' which will be jam packed with action, acrobatics and humour. The Centre will also host Carrot and Pickle the crazy clowns, The Musical Kitchen and an exclusive photography exhibition.

Following the success of last year's festival Mall of the Emirates is hosting a plethora of events ranging from a High Dive show which will include dives from a 27m tower in the Galleria to a Fairytale Ice show, a performance art display from one of the world's leading artists, David Mach and a hair raising educational exhibition on the sources and power of lightning.

'We are confident that this year's events will be even more successful than previous years. In the same period last year, over 9.5 million customers visited the two malls and we predict this record number to increase significantly. We look forward to welcoming residents and visitors to beat the heat and enjoy the MAF Shopping Malls experience,' added AbdelRahman.-TradeArabia News Service