UAE’s Majid Al Futtaim to bring VOX cinemas and global brands to Diriyah Square
Partnership strengthens Saudi-UAE collaboration in retail and entertainment innovation
DUBAI – Diriyah Company has announced a landmark partnership with UAE-based Majid Al Futtaim Holding, marking the Emirati conglomerate’s entry as the first major lifestyle and entertainment partner at Diriyah Square.
The collaboration will introduce a world-class VOX Cinemas multiplex and seven leading international retail brands to the iconic development, positioning Diriyah as one of the Middle East’s most dynamic lifestyle and entertainment destinations.
The partnership will see a total Gross Leasable Area (GLA) of 13,167.41 square metres, comprising 7,632.93 square metres for the VOX Cinemas and 5,534.48 square metres for the seven retail stores. Together, these openings will enrich the precinct’s mix of global fashion, beauty, and home brands.
What’s coming to Diriyah Square?
The partnership brings a line-up of world-renowned names including lululemon, Crate & Barrel, CB2, AllSaints, Shiseido, Abercrombie & Fitch, and Hollister. Among them, Japanese beauty brand Shiseido will open its first standalone store in Saudi Arabia, while lululemon, Crate & Barrel, and Abercrombie & Fitch will launch flagship locations at Diriyah Square. Complementing them will be AllSaints, CB2, and Hollister, known for their modern lifestyle appeal.
A next-generation VOX Cinemas complex will serve as the entertainment anchor, offering the latest cinematic innovations and luxury viewing experiences. The concept reflects Majid Al Futtaim’s signature approach to combining leisure and retail under one immersive environment.
The agreement was formalised at Diriyah Company’s headquarters in Riyadh, with Jerry Inzerillo, Group Chief Executive Officer of Diriyah Company, and Ahmed Galal Ismail, Chief Executive Officer of Majid Al Futtaim Holding, signing the deal in the presence of senior leadership teams from both sides.
Jerry Inzerillo described the partnership as a milestone in Diriyah’s retail evolution. “We are enormously proud to partner with Majid Al Futtaim, one of the region’s giants in lifestyle and entertainment,” he said. “Their decision to bring this exceptional portfolio of brands to Diriyah, including three flagship stores, is a testament to the confidence the retail community has in our vision. Diriyah Square will be a place of discovery and delight, and this partnership is a foundational step in creating an unparalleled shopping and entertainment destination for residents and visitors alike.”
Majid Al Futtaim’s CEO, Ahmed Galal Ismail, emphasised the alignment with Saudi Vision 2030, stating, “Diriyah is poised to become a global beacon of culture, heritage, and innovation, and we are proud to contribute to this transformative national project. With our diverse brand portfolio, world-class VOX Cinemas, and immersive lifestyle concepts, we are confident in helping shape Diriyah Square into a vibrant, pedestrian-first destination that blends modern retail with the Kingdom’s rich traditions.”
When will Diriyah Square be ready?
Diriyah Square is being developed as a pedestrian-friendly luxury precinct that merges culture, leisure, and retail within an authentically Saudi urban landscape. Once complete, it will host over 400 premium retail brands, fine-dining venues, and boutique experiences designed to attract both domestic and international visitors.
The Majid Al Futtaim partnership follows the recent $600 million (SAR 2.249 billion) construction contract awarded to Salini Saudi Arabia Co. Ltd. for building Diriyah Square. The destination will be constructed above one of the world’s largest underground car parks, offering more than 10,500 parking spaces.
A key element of the Public Investment Fund (PIF) giga-projects portfolio, Diriyah is expected to contribute approximately $18.6 billion (SAR 70 billion) to Saudi Arabia’s GDP and create nearly 180,000 jobs. The wider development will eventually accommodate around 100,000 residents, positioning Diriyah as a fully integrated historical, cultural, and residential hub.
Just a 15-minute drive from Riyadh’s city centre, Diriyah is recognised as the birthplace of the Kingdom, dating back to 1727. The 14-square-kilometre district is being developed into an authentic Najdi-style mixed-use community, blending heritage architecture with modern design.
At its heart lies At-Turaif, a UNESCO World Heritage Site inscribed in 2010, which showcases the original capital of the First Saudi State. Around it, key attractions like Bujairi Terrace, featuring over 20 global and local restaurants with views of At-Turaif, and Bab Samhan, a Luxury Collection Hotel, already embody Diriyah’s promise of cultural sophistication.
Majid Al Futtaim
Founded in 1992, Majid Al Futtaim is one of the UAE’s most prominent diversified conglomerates, with operations spanning retail, real estate, entertainment, and hospitality across the Middle East, Africa, and Asia. The company owns 29 shopping malls, including Mall of the Emirates, Mall of Egypt, and Mall of Oman, and manages several mixed-use communities such as Tilal Al Ghaf in Dubai and Al Zahia in Sharjah.
With more than 41,000 employees, an annual customer base of 600 million, and assets valued at $19 billion, Majid Al Futtaim holds the highest credit rating (BBB) among privately held companies in the region. Its participation in Diriyah Square reflects both the company’s strategic growth in Saudi Arabia and its commitment to shaping world-class lifestyle destinations across the region.