Dubai Mall is gearing up for a significant expansion at the start of Ramadan, announcing a brand-new section that will house 65 exclusive brands alongside a curated selection of food and beverage outlets. This development, disclosed by Mohamed Alabbar—the founder of Emaar Properties and Eagle Hills—in a widely shared Instagram post, signals a strategic push to elevate the luxury retail and experiential mix for visitors during the holy month. In tandem with this expansion, Emaar announced a major upgrade plan for the Dubai Fountain, which involves a temporary closure starting in May to undertake a comprehensive modernization. The fountain upgrade is expected to span about five months, after which the attraction will resume performances with enhanced capabilities designed to captivate audiences even more vividly than before.
A strategic expansion aligned with Ramadan priorities
Ramadan represents a period of heightened consumer activity in Dubai, characterized by family-facilitated shopping trips, festive dining experiences, and a heightened appetite for premium brands and curated experiences. The Dubai Mall’s decision to inaugurate a new section at the outset of Ramadan reflects a deliberate alignment with these seasonal dynamics. By introducing 65 exclusive brands, the mall is signaling a commitment to offering a highly selective retail environment where shoppers can access premium labels and distinctive concepts under one roof. The emphasis on exclusivity suggests a focus on premium fashion, luxury lifestyle, fine jewelry, designer accessories, and other high-end categories that appeal to a discerning international visitor base, in addition to a well-curated line-up of food and beverage outlets.
Within this strategic framework, the Dubai Mall is not merely expanding its retail footprint; it is enhancing the overall experiential proposition for guests. The inclusion of food and beverage outlets within the new section indicates an intent to create a seamless, all-encompassing shopping journey—where visitors can explore high-end retail offerings and savor culinary experiences without leaving the precinct. This holistic approach is increasingly common among leading global malls, which understand that the Ramadan period is not solely about shopping, but about social gatherings, family time, and multi-sensory experiences that keep visitors engaged for extended durations.
The timing of the announcement, reinforced by Alabbar’s Instagram message, underscores the importance of social media-driven communications in modern retail branding. The message from a prominent founder tied to the developer reinforces credibility and signals to investors, tenants, and shoppers that the project is moving forward with clear leadership and vision. This form of direct, publicly accessible communication helps to manage expectations, generate buzz, and build anticipation among potential shoppers who may be planning Ramadan visits to Dubai and the surrounding emirates. It also aligns with a broader trend of corporate leaders personally signaling milestones to a global audience, thereby strengthening brand credibility and market visibility.
Beyond the brand mix and timing, the expansion reflects a broader trend toward integrating luxury retail with experiential hospitality. The Dubai Mall has consistently pursued strategies that weave brand milieu with experiential zones, digital interactivity, and premium services. The new section appears designed to contribute to this ongoing narrative, offering a curated collection of exclusive brands that can attract fashion-forward consumers, collectors, and enthusiasts who seek not just products but a story and a lifestyle associated with the brands on offer. The strategic emphasis on exclusivity may also be aimed at differentiating the Dubai Mall from other regional and international retail complexes, creating a compelling reason for high-opportunity visitors to allocate time for a multi-hour, even multi-day, shopping and leisure itinerary.
In addition to the retail expansion, the move aligns with Dubai’s broader positioning as a premier global destination for luxury retail and immersive experiences. The city’s reputation for world-class hospitality, architectural grandeur, and high-end consumer experiences dovetails with the Dubai Mall’s ambitions to deliver a destination within a destination. The new section could contribute to extended dwell times, higher average spend per visitor, and increased cross-traffic with nearby attractions and outlets within and around the mall precinct. Such outcomes would support the mall’s and the developer’s longer-term goals of sustaining growth in footfall, elevating brand partnerships, and reinforcing Dubai’s status as a magnet for affluent travelers and locals alike.
The overarching narrative emerging from these developments is one of deliberate elevation—the mall’s owners crystallize a vision to offer a premium, integrated experience that satisfies the refined tastes of Ramadan shoppers while continuing to attract a diverse audience throughout the year. By combining exclusive brands with a thoughtfully curated F&B assortment, the new section is positioned not only as a shopping hub but as a social and cultural space where guests can engage, discover, and linger. The emphasis on quality, curation, and curated experiences resonates with international retail trends, where the consumer journey is increasingly seen as a cohesive experience rather than a series of discrete transactions.
As this expansion unfolds, stakeholders—tenants, visitors, investors, and the local community—will be closely watching the execution, the caliber of the brands selected, and how the new section integrates with the mall’s existing layout. The logistics of seamlessly connecting the new section with other retail clusters, entertainment zones, and dining precincts will be critical to maximizing visitor flow and ensuring that the experience remains both convenient and compelling. The mall’s capacity to manage crowds, lines, and peak-period demand during Ramadan will also be tested as the new section contributes to a dense, dynamic environment that is characteristic of the season.
What the new section promises: brands, experiences, and culinary diversity
The newly announced section will host 65 exclusive brands, a hallmark of carefully curated retail that prioritizes unique offerings and elevated shopping experiences. While the specific list of brands has not been disclosed in full, the designation of “exclusive” signals a portfolio that will likely emphasize designer labels, limited-edition collaborations, flagship concepts, and possibly regional or internationally renowned brands with a presence that is selective and strategically positioned within the Dubai Mall ecosystem. Such a lineup is designed to attract shoppers who seek distinctive products and are willing to travel to experience curated shopping environments that offer more than just merchandise.
In addition to the brand roster, the section will feature other food and beverage outlets. The inclusion of dining options is a deliberate design choice to ensure that visitors have ample opportunities to take breaks, socialize, and savor high-quality food and beverages as part of their overall journey. A premium shopping experience is increasingly defined not only by the products on shelves but by the ability to enjoy thoughtfully curated dining experiences that complement the retail atmosphere. The co-location of luxury retail with premium dining creates a cohesive environment where guests can enjoy a full-spectrum, day-long outing—shopping, dining, and socializing—without needing to traverse multiple venues.
The experiential possibilities associated with 65 exclusive brands extend beyond mere storefronts. The section is likely to include immersive storefronts, interactive product displays, and service-forward concepts that enhance shopper engagement. This could involve personalized customer service, expert product specialists, and exclusive in-store events designed to deliver a sense of hospitality that aligns with the luxury positioning of the brands. The combination of exclusive retail and experiential dining is consistent with a trend in high-end shopping districts where retailers partner with hospitality brands to create synergetic experiences that encourage longer visits and higher conversion rates.
From a culinary perspective, the variety of food and beverage offerings within the new section is expected to contribute to a well-rounded dining ecosystem. Visitors will have access to a curated mix of eateries and beverage venues that complement the retail atmosphere, supporting different dining preferences and time allocations. For families, friends, and business travelers alike, the ability to integrate shopping with a diverse culinary experience—ranging from quick-service options to more leisurely dining concepts—enhances the overall value proposition of the Dubai Mall during Ramadan and beyond. The culinary strategy is integral to sustaining engagement, encouraging repeated visits, and appealing to a broad audience with varied tastes.
The design and layout of the new section will play a crucial role in shaping the visitor experience. A well-planned space can facilitate easy navigation, intuitive wayfinding, and comfortable movement even during busy periods. The architecture and interior design will likely reflect the mall’s overarching aesthetic—an environment that blends luxury with modernity, with careful attention to lighting, materials, and spatial rhythm. The balance between boutique-style storefronts and experiential zones is essential to ensure that shoppers have a fluid and enjoyable journey from entrance to exit, with moments of discovery, contemplation, and spontaneous purchases woven throughout the path.
In addition to the tangible brands and dining concepts, the section is expected to leverage digital and experiential technologies to enhance engagement. Interactive displays, augmented reality experiences, and digital concierge services could enrich the way shoppers explore the collection and engage with brand narratives. The integration of technology with high-end retail is a growing trend in premier shopping destinations, enabling brands to tell their stories more vividly and enabling visitors to personalize their shopping journey. The Dubai Mall’s approach appears to embrace this trend by prioritizing a tech-enabled, immersive, and highly curated environment that resonates with contemporary consumer preferences.
The 65 exclusive brands and the accompanying F&B outlets will also be positioned to complement the broader lifestyle and tourism ecosystem of Dubai. As an internationally recognized destination, Dubai attracts visitors who are seeking premium experiences across fashion, jewelry, wellness, beauty, home decor, and more. The new section is designed to cater to this sophisticated audience, offering a curated set of brands and experiences that align with global luxury standards while also appealing to regional preferences. This strategic combination is likely to contribute to higher dwell times, increased cross-traffic between retail and dining areas, and a more vibrant overall visitor experience.
Within this context, the collaboration between tenants and the mall’s management will be critical. Effective tenant coordination, marketing synergies, and event planning can amplify the impact of the new section. The mall’s leadership will likely coordinate launch events, limited-edition collaborations, and exclusive promotions to generate interest and drive initial footfall. Such initiatives are often complemented by social media campaigns, influencer partnerships, and experiential marketing activities designed to maximize reach and engagement with a global audience.
The anticipated outcome of this section is to create a magnet effect—drawing local residents, regional travelers, and international guests to the Dubai Mall, particularly during Ramadan when families plan longer visits and seek varied experiences within a single destination. By offering a premium, multi-faceted experience, the mall positions itself to capture a larger share of the lucrative Ramadan shopping window and to reinforce its status as a premier destination for luxury retail and dining experiences.
The Dubai Fountain upgrade: a five-month transformation to heighten spectacle
In parallel with the retail expansion, Emaar announced a comprehensive upgrade to the Dubai Fountain, with a planned temporary closure to commence in May. The renovation is expected to take about five months to complete, after which the fountain will resume its performances. The renovation aims to elevate the fountain’s existing appeal by implementing a suite of enhancements designed to deliver more spectacular and immersive shows for visitors who have long enjoyed the fountain’s performances.
The upgrade is described as focusing on three core areas: advanced technology, improved choreography, and enhanced sound and lighting systems. Each of these components plays a pivotal role in elevating the overall fountain experience, from technical precision to artistic interpretation and sensory impact.
First, the advanced technology dimension suggests the introduction of more sophisticated control systems, water projection capabilities, and possibly new automation features. Advanced technology could include upgraded water jets with greater precision, dynamic water choreography that enables more complex sequences, and improved synchronization with accompanying musical scores and lighting cues. The upgraded technology would allow operators to execute more intricate displays, enabling longer, more varied, and more compelling performances that can adapt to different themes or events.
Second, improved choreography indicates a broader and more nuanced approach to the fountain’s routines. Choreography is the artistic backbone of the fountain show, translating music and mood into water movement, timing, and spatial patterns. With enhanced choreography, audiences can expect more intricate formations, synchronized sequences with variable tempo, and creative transitions that maintain heightened engagement throughout each performance. The evolution of choreography can also facilitate more seamless transitions between scenes, ensuring a cohesive narrative arc that resonates with spectators of all ages.
Third, the enhanced sound and lighting systems are poised to deliver a richer audio-visual experience. Upgraded sound systems can deliver clearer, more powerful acoustics that captivate audiences without overwhelming surrounding spaces. When paired with improved lighting—potentially including LED configurations, dynamic color palettes, and synchronized effects—the fountain’s performances will appear more vivid, dramatic, and immersive. California-style light shows or daylight-friendly displays can be adapted to different show lengths and themes, offering flexibility for events, holidays, and seasonal programming.
The overarching aim of these upgrades is to sustain and elevate the Dubai Fountain’s status as a world-class attraction that draws visitors year after year. By investing in technology, choreography, and audiovisual enhancements, the fountain can deliver more captivating experiences that align with the Dubai Mall’s broader mission to provide memorable, immersive entertainment experiences for a diverse audience. The upgraded fountain will continue to display breathtaking performances, with even more dazzling displays that can be enjoyed by families, couples, tourists, and local residents alike.
From an operational perspective, the fountain renovation will require careful project management, scheduling to minimize disruption to daily operations, and ongoing maintenance planning to ensure long-term reliability of the upgraded systems. Coordinating the renovation with Ramadan crowds and peak visitation periods will necessitate meticulous planning to reduce impact on guest experiences while ensuring the construction work progresses smoothly. Once the upgrade is completed, the fountain’s enhanced capabilities will be integrated into the mall’s programming, potentially including new show times, seasonal themes, and special events that capitalize on the refreshed spectacle.
The upgrade also holds implications for the broader visitor experience at the Dubai Mall. The fountain’s enduring appeal is closely tied to the mall’s identity as an entertainment-oriented destination. By refreshing the fountain with cutting-edge technology and compelling choreography, the mall can maintain a compelling narrative that blends retail, dining, and spectacle. The refreshed fountain can become a centerpiece for major events, light-and-water shows, and family-friendly experiences that complement the new retail section and the mall’s existing entertainment offerings.
In addition to the technical upgrades, there is potential for expanded storytelling through the fountain shows. The enhanced choreography and technology may enable themes linked to regional culture, seasonal celebrations, or global artistic collaborations. The ability to craft varied shows tailored to Ramadan, holidays, and other occasions can transform the fountain into a dynamic stage for culturally resonant performances, while still appealing to a broad audience. The result could be a more dynamic, diverse, and inclusive slate of performances that attract repeat visitors who want to experience something new with each visit.
The timing of the fountain upgrade aligns with the same window in which the new section is scheduled to debut, creating a synchronized upgrade of the Dubai Mall’s two signature attractions. When both initiatives come online, visitors will experience a more integrated, multi-sensory environment that blends premium retail experiences with visually stunning and sonically immersive entertainment. The combined effect is expected to reinforce the mall’s status as a premier destination during Ramadan and beyond, attracting high-intent shoppers and entertainment-seekers who value a holistic, destination-style experience.
From a branding standpoint, the upgraded fountain reinforces the mall’s image as a sophisticated, forward-looking destination that prioritizes innovation and high production values. The combination of exclusive brands and a state-of-the-art fountain aligns with Dubai’s global reputation for luxury, innovation, and hospitality excellence. By delivering a refined, technologically advanced, and artistically compelling fountain show, Dubai Mall can reinforce its position at the forefront of premium retail and experiential development.
Timelines, expectations, and the visitor experience
The timeline for the fountain upgrade specifies a May start date with an anticipated five-month duration. This schedule suggests that the upgrade will be completed by late September or early October, depending on the exact date and any potential adjustments. During this period, visitors may notice temporary changes in fountain operations, including the possibility of intermittent viewing opportunities or modified show times, as the renovation proceeds. The renovation is designed to be managed in a manner that minimizes disruption to daily mall activities while ensuring that the upgrades remain on track for a successful relaunch.
For visitors, the phased return of the Dubai Fountain is expected to be accompanied by enhanced shows that leverage the upgraded technology, choreography, and audiovisual systems. Guests who have previously enjoyed the fountain’s performances can anticipate more sophisticated and varied displays, with new sequences and lighting effects that add depth and drama to the water artistry. Families, couples, and solo visitors alike may find the refreshed fountain a more compelling centerpiece to their mall experience, encouraging longer visits and more opportunities for photography and social sharing.
Retail tenants and experience partners within the Dubai Mall are likely to prepare for a heightened level of activity around the fountain’s relaunch. Marketing teams may coordinate campaigns that tie the fountain performances to the broader Ramadan promotions and the new section’s brand lineup. Such integrated campaigns can amplify foot traffic and create synergies across retail, dining, and entertainment zones, reinforcing the mall’s ability to deliver comprehensive experiences that extend beyond traditional shopping.
The upgraded fountain also has the potential to host special events and performances linked to seasonal happenings, religious holidays, or global celebrations. By leveraging the programmable capabilities of the upgraded system, organizers can craft unique, venue-specific performances that resonate with a wide audience. This flexibility opens opportunities for partnerships with cultural institutions, artists, and brands seeking a distinctive platform to showcase their work in an iconic setting.
To maximize the impact of the fountain upgrade, it will be essential for the mall to communicate the changes effectively to visitors. Clear messaging about the timeline, the nature of the upgrades, and the anticipated relaunch period can help manage expectations and encourage planed visits. A well-executed communications strategy—supported by signage, digital displays, and social media updates—can help visitors anticipate the fountain’s relaunch and align their Ramadan plans with the enhanced experience.
Beyond the immediate visitor experience, the fountain upgrade contributes to the broader cultural and artistic landscape of the city. The Dubai Fountain has long been celebrated as a signature landmark, drawing photographers, families, and tourists who visit specifically to witness its performances. By elevating the fountain through technological and artistic enhancements, the Dubai Mall can further enrich the city’s repertoire of public spectacles and create enduring memories for visitors who seek awe-inspiring experiences within a retail environment. The upgraded fountain’s refined capabilities are expected to set new benchmarks for water-based performances within large-scale shopping and entertainment complexes, inspiring other venues to pursue similar upgrades and adopt more ambitious display technologies.
Economic and social implications: boosting footfall, tourism, and brand value
The combination of a new exclusive-brand section and a refreshed Dubai Fountain presents a compelling value proposition for both domestic and international audiences. From an economic perspective, the introduction of 65 exclusive brands alongside premium dining options has the potential to increase average transaction values and elevate the perceived value of a Dubai Mall visit. Shoppers who are drawn to exclusive label experiences often exhibit higher engagement with a destination, spending more time exploring curated shops, attending events, and savoring dining experiences as part of a holistic day out. When visitors are willing to dedicate extended time, the likelihood of cross-purchasing across categories rises, contributing to a more robust overall retail performance.
Tourism dynamics also stand to benefit from these developments. Dubai’s position as a premier global destination for luxury retail experiences is reinforced by sections that combine curated brand assortments with world-class entertainment. The new section adds to the city’s reputation as a place where luxury, design, and hospitality converge in a way that appeals to high-net-worth travelers and fashion-conscious visitors. By offering exclusive brands and a curated F&B lineup within a single, accessible location, the Dubai Mall can become a preferred stop for travelers seeking curated experiences, premium shopping, and memorable dining in a single extended visit.
In practical terms, the upgrade to the Dubai Fountain can heighten the attractiveness of the mall as a family-friendly, evening or post-dining destination. The fountain shows—especially when enhanced by improved technology and choreography—offer a scalable entertainment option that can be timed to coincide with peak dining hours or post-shopping strolls. The ability to present more dynamic and compelling performances can influence visitor behavior, encouraging longer evening visits and more opportunities for social sharing and word-of-mouth promotion. The fountain’s continued success and its refreshed presentation contribute to the mall’s ability to attract repeat visits, which is essential for long-term retail health in a competitive urban landscape.
From a brand-management perspective, the exclusive-brand section and the fountain upgrade collectively raise the prestige and appeal of the Dubai Mall in the eyes of potential tenants. Prospective retailers may be attracted to an environment that is not only attractive for shoppers but also consistently updated with new experiences and major attractions. This dynamism can translate into stronger negotiations with premium tenants who seek a prestigious, high-footfall location with proven guest appeal. The value proposition for both the mall and its tenants strengthens as the ecosystem evolves to deliver an integrated, high-quality experience.
The social dimension of these changes should not be overlooked. Ramadan is a time of family gathering and community celebration, and a premium shopping destination that offers exclusive brands, premium dining, and a world-class fountain show can become a focal point for social activity. Families may plan visits to enjoy the seasonal ambiance, while solo shoppers and couples may seek out the refined retail atmosphere and the opportunity to explore limited-edition items. The social experience—captured through moments of awe at the fountain, shared photos, and conversations around new brands—becomes a source of intangible value that complements the tangible retail and dining sales.
As the Dubai Mall continues to evolve, the interplay between retail, dining, entertainment, and public spectacle will be closely watched by market analysts and industry observers. The ability to execute large-scale expansions while maintaining a high standard of guest service is a key determinant of long-term success in the competitive luxury retail sector. The Dubai Mall’s approach, which combines exclusive brands with enhanced fountain performances, demonstrates a strategic commitment to delivering a multi-dimensional, immersive experience that resonates with a broad audience. The impact on brand value, consumer perception, and overall market positioning will become clearer as the new section opens, the fountain reopens, and guest feedback starts to shape subsequent iterations of the experience.
Operationally, the project will require robust project management, cross-functional coordination, and careful risk mitigation. The timeline for the fountain upgrade, the schedule for introducing the new section, and the orchestration of promotional events will require alignment across numerous departments, including retail leasing, marketing, events, facilities management, and guest services. Effective communication with tenants and visitors will be essential to ensure a smooth user experience during construction and ultimately at relaunch. The combined effect of these investments, if executed successfully, will bolster the Dubai Mall’s reputation as a leading destination for luxury, culture, and entertainment in the region.
Additionally, the development aligns with broader urban and economic objectives in Dubai. The city has consistently pursued diversification of its tourism and retail sectors, seeking to attract high-value visitors who contribute to the economy while enriching the cultural landscape. The Dubai Mall’s expansion and fountain upgrade contribute to this strategy by enhancing the city’s flagship retail and entertainment assets, further reinforcing Dubai’s positioning as a shopper’s paradise and a hub for premium experiences. The initiatives may also encourage neighboring businesses to invest in surrounding areas, creating a ripple effect that strengthens the broader retail ecosystem in the city.
Communication, assurance, and stakeholder engagement
The public announcements regarding the new section and fountain upgrade come from Emaar’s communications channels, including statements attributed to the company through its official channels and the founder’s social media presence. The messages emphasize a clear and ambitious plan to deliver a new retail experience while upgrading a landmark attraction that has long been synonymous with Dubai’s identity. This approach reflects a strategic emphasis on transparency and public engagement, ensuring that stakeholders have access to timely information about project milestones, timelines, and expected outcomes.
The involvement of a prominent figure like Mohamed Alabbar in sharing updates adds weight to the announcements, underscoring the importance of leadership visibility in large-scale development projects. The social media posts serve not only to inform but also to create a sense of anticipation among potential visitors and brand partners. For tenants and investors, such communications signal ongoing commitment and momentum, which can influence leasing decisions, brand alignment, and long-term planning. For shoppers, the information helps set expectations about upcoming changes and the enhanced experiences they can anticipate when the new section opens and the fountain reopens.
In addition to formal announcements, proactive stakeholder engagement will be vital to ensuring a smooth transition during construction and activation of the upgrades. This includes maintaining open lines of communication with tenants to coordinate store operations, promotions, and events with construction schedules. It also involves engaging with local authorities, tourism bodies, and community groups to address any concerns and to maximize the positive impact of the new development on tourism and local economy. Stakeholder engagement is essential for addressing issues that may arise during construction, such as access, crowd management, and safety considerations, and for ensuring that the upgrades deliver the anticipated benefits to all parties involved.
From a marketing perspective, the new section and fountain upgrade can be leveraged as a unified narrative that highlights the Dubai Mall’s evolution into a premier destination for luxury retail and immersive experiences. Campaigns that showcase the curated brand lineup and the refreshed fountain show can be designed to attract global audiences, as well as domestic visitors who are seeking upscale experiences during Ramadan and beyond. The synergy between retail and spectacle offers opportunities for cross-promotion, partnerships with luxury brands, and collaboration with hospitality and travel partners to create integrated travel-and-shopping packages that elevate the overall visitor experience.
As the project advances, ongoing evaluation and measurement will be important to assess its impact and success. Key performance indicators may include footfall, dwell time, conversion rates, average transaction value, and the performance of specific brands within the new section. Visitor satisfaction, social media engagement, and press coverage will also be important indicators of the initiative’s effectiveness in elevating the mall’s reputation and strengthening its competitive position. Feedback mechanisms, such as guest surveys and real-time analytics, can provide actionable insights that help refine the experience and guide future enhancements.
The Dubai Mall’s approach to expansion and enhancement through the introduction of exclusive brands and a high-caliber fountain upgrade reflects a holistic strategy that prioritizes guest-centric experiences. By combining curated retail, premium dining, and world-class entertainment, the mall is positioning itself to deliver a comprehensive, multi-sensory journey that appeals to a wide range of visitors. As the Ramadan season unfolds and the fountain renovation progresses, stakeholders will be watching closely to evaluate the extent to which these investments translate into stronger brand perception, improved visitor satisfaction, and sustained economic vitality for the mall and the wider Dubai retail ecosystem.
Conclusion
The Dubai Mall’s upcoming launch of a new section featuring 65 exclusive brands, paired with a carefully curated food and beverage offering, represents a bold step in enhancing the retail and experiential landscape during Ramadan. This strategic expansion reflects a broader commitment to delivering high-quality, immersive experiences that resonate with discerning shoppers, tourists, and local residents alike. In parallel, the temporary closure and comprehensive upgrade of the Dubai Fountain—emphasizing advanced technology, improved choreography, and enhanced sound and lighting—aims to elevate a landmark attraction to new levels of spectacle and engagement. Together, these developments underscore a concerted effort to reinforce Dubai Mall’s status as a premier destination for luxury retail, dining, and entertainment, anchoring the city’s ambition to remain at the forefront of global consumer experiences during Ramadan and throughout the year. The combined impact is expected to boost foot traffic, heighten visitor satisfaction, and strengthen the mall’s value proposition for tenants, visitors, and investors as it continues to evolve into an integrated, multi-dimensional experience that captures the imagination of audiences from around the world.