Latest News


Mr. SMILE is back to spread joy among shoppers at City Centre Deira


  • Step into the interactive smiley booth to win prizes
  • Guaranteed Mall Gift Cards and incredible instant prizes for all shoppers

Majid Al Futtaim – the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia – is set to put smiles on the faces of its customers with the return of its most rewarding SMILE campaign at City Centre Deira where every shopper will have the chance to be a winner until May 15.

“Being happy and positive has a direct impact people’s physical health and mental wellbeing. Our SMILE campaign has been developed to spread cheer among our customers and supports the UAE government’s efforts to create one of the world’s happiest societies, while bringing a smile to their faces by creating great moments for everyone, everyday,” said Majed Al Fahim, Senior Mall Manager at City Centre Deira.

“After a resounding success last year’s SMILE campaign has returned bigger and better with many more winning opportunities and interactive games that can be enjoyed together with family and friends.”

Three Reasons why City Centre Deira makes us smile

Everyone is a Winner  

Guaranteed prizes await shoppers at City Centre Deira until May 15. Customers who shop from AED 500 and 1,500 will receive an AED 100 Mall GiftCard or prizes, while those who shop for AED 1,501 and above will receive an AED 300 Mall GiftCard or prizes. 

Step into the Smiley Booth
Leave your worries behind and put on your biggest smile to win instant prizes at the mall. An
interactive smiley booth has been set up in the Centre Court with a giant ‘smile-o-metre’ which will fill up as the participant’s smile grows. They must hold that smile for a photo in the booth and redeem their prize, which will include Mall GiftCards to VOX Cinemas tickets, from the vending machine. Participants can double their happiness by sharing this on their social media channels and receive a delicious chocolate bar.

Grab all the hot offers of the season
Shoppers can look forward to a month of big offers across brands at the mall,
too. From their homeware and new smartphone needs to trendy outfits and accessories, customers can save on the latest collections by finding out more about deals on