The world’s first ‘Discovery Shark Week’ underwater exhibition will open at Dubai Aquarium & Underwater Zoo in summer this year following a partnership deal between Emaar Entertainment, the leisure and entertainment subsidiary of Emaar Properties, and Discovery Consumer Products, the licensing arm of Discovery Communications.

The initial project in the new partnership is the new flagship Discovery Channel store, opened today at the Dubai Aquarium & Underwater Zoo in The Dubai Mall. The store promotes the concept of ‘responsible retail’ and is first for the region.

The next exciting initiative is the ‘Shark Week’, which will offer guests access to the underwater world of the sharks, through a truly innovative and interactive experience.

Maitha Al Dossari, chief executive officer of Emaar Entertainment, said: “One of the most effective ways to promote environmental awareness and conservation initiatives is to instil a sense of real-life engagement with these activities in the minds of the public. The Discovery Channel store’s elaborate tie-ins with charitable entities, enables people not only to learn more about the aquatic world but also participate in making a difference. This is a unique model of ‘responsible retail’ that underlines our commitment towards conservation.”

Paul Hamilton, general manager and curator of Dubai Aquarium & Underwater Zoo, added: “Our partnership with Discovery and their world-recognised brands, reflects our vision of connecting our guests with the natural world, and is also a part of Emaar Entertainment’s mission to continually strive to enhance the visitor experience. Today’s opening of the new Discovery store at Dubai Aquarium & Underwater Zoo is just the beginning of our partnership and we look forward to sharing the exciting initiatives we have planned for the upcoming months, including the upcoming launch of our exciting new and interactive ‘Shark Week’ exhibit.”

“Discovery has been satisfying curiosity for more than 30 years, providing on-screen experiences that entertain, inspire and educate audiences across the world. Through our new partnership with Emaar Entertainment and the opening of the Discovery Channel store, we can take the best of Discovery off-screen and provide a fun, innovative and interactive brand experience for our local audiences,” said Amanda Turnbull, VP country manager, Discovery Networks Mena.

The new Discovery Channel store located on the second floor of Dubai Aquarium & Underwater Zoo offers a unique mix of must-have merchandise and educational experiences, all with a message of conservation at its core. In a unique first, the storefront is suspended over an aquarium linked directly to Dubai Aquarium, offering a seamless integration of digital and reality. The storefront is developed from huge LG LED screens, featuring awe-inspiring footage of marine life.

There will be products from Discovery Channel and Animal Planet, including books, apparel, outdoor gear, scientific toys, animal figurines and plush toys, as well as a number of DVD titles, allowing local fans to take home a piece of Discovery for the first time and be immersed in an interactive world unlike anything ever seen in the region.

Dubai Aquarium & Underwater Zoo is an integral part of Emaar Entertainment’s diverse portfolio of attractions. Located strategically in the heart of The Dubai Mall, it is one of the largest indoor aquariums of its kind in the world, with the capacity to hold 10 million litres of water. Dubai Aquarium illuminates the marvels of the ocean floor, showcases one of the most diverse collections of aquatic life worldwide and features a 270-degree walkthrough tunnel.  – TradeArabia News Service