Mall of Egypt Unveils ELMNT33° as a New Lifestyle Destination, Backed by EGP 457 Million Investment
Majid Al Futtaim, a leading pioneer in shopping malls, communities, retail, and leisure across the Middle East, Africa, and Asia, has unveiled ELMNT33° at Mall of Egypt, backed by a total investment of EGP 457 million.
Designed around the concept of “In Your Element,” ELMNT33° brings together curated dining experiences, lifestyle offerings, and flexible co-working spaces within one integrated destination, building on the company’s enduring legacy of creating great moments and delivering world-class experiences, while further strengthening its commitment to investing in and shaping Egypt’s evolving retail and lifestyle landscape.
The launch of ELMNT33° reinforces Majid Al Futtaim’s commitment to redefining the retail landscape by developing destinations that go beyond shopping and integrate entertainment, culture, lifestyle, and community experiences within one connected environment.
Spanning 5,250 square metres, ELMNT33° marks another milestone in the company’s long-term strategy to create vibrant destinations that evolve with changing customer expectations and enrich everyday experiences.
Commenting on the launch, Khalifa Bin Braik, CEO of Majid Al Futtaim Asset Management, said: “We are taking a new approach to how we shape dining and lifestyle destinations across our portfolio, in line with how consumer preferences and lifestyles continue to evolve.
ELMNT33° brings this vision to life through a curated mix of local and international dining concepts, lifestyle offerings, and flexible workspaces, creating a distinctive proposition that reflects the diversity and dynamism of Egypt’s dining scene.
More than an expansion of our F&B offering, ELMNT33° reflects our ambition to introduce differentiated concepts that strengthen our portfolio and create lasting value for our customers and the communities we serve.”
Rasha Azab, Managing Director – Shopping Malls, Egypt and Lebanon at Majid Al Futtaim, added: “Since opening in 2017, Mall of Egypt has established itself as one of Cairo’s leading lifestyle and entertainment destinations, bringing together a distinctive mix of experiences under one roof.
ELMNT33° builds on this established position by adding a new dimension to the mall and further enriching its overall offering for visitors.
As part of our continued investment in Egypt, ELMNT33° reflects our confidence in the market and our commitment to evolving Mall of Egypt by introducing new experiences that respond to the opportunities we see across the country.”
ELMNT33° redefines the destination experience at Mall of Egypt by bringing together dining, lifestyle, and co-working under one dynamic concept.
At its heart is a diverse F&B offering featuring leading local and international concepts, including Aubaine, Joe & The Juice, Al Beiruti, Nuwa, Koffee Kulture, Ozel, Tabali, MOKO, CAF, Nude, Don Eatery, and Bascota.
Alongside its culinary offering, the destination introduces flexible co-working spaces and a range of lifestyle activations, creating an environment where Gen Z, millennials, families, and professionals can dine, work, connect, and discover new experiences.
Majid Al Futtaim continues to invest in West Cairo through destinations that bring together work, retail, dining, entertainment, and lifestyle experiences.
This vision is reflected in JUNCTION Business Park, a mixed-use destination connected to Mall of Egypt and pursuing LEED Gold certification, reinforcing the company’s focus on sustainable, future-ready development. Since opening in 2017, Mall of Egypt has established itself as a landmark destination, spanning 165,000 square metres and housing 356 stores alongside leading entertainment and leisure attractions, including Ski Egypt, VOX Cinemas, and Magic Planet.
Building on this established proposition, ELMNT33° is the latest addition to Mall of Egypt, further enriching the destination’s offering and reflecting Majid Al Futtaim’s continued investment in creating distinctive experiences in Egypt.
