Thinkwell Group Congratulates Majid Al Futtaim on the Opening of the New Mall of Egypt, Featuring Two Thinkwell Attractions

The new flagship shopping complex in Cairo includes two anchor entertainment attractions designed by Thinkwell Group: Ski Egypt Snow Park and Magic Planet

Thinkwell Group, a global experience design and production agency, congratulates Majid Al Futtaim on the grand opening of the Mall of Egypt, which includes two new major attractions designed by Thinkwell in collaboration with Majid Al Futtaim. Ski Egypt and Magic Planet are among the key family leisure attractions at the Mall of Egypt, which hosts a variety of other retail, dining, and entertainment destinations, filling more than 165,000 square meters in the mega-mall.

The Snow Park at Ski Egypt – Africa’s first indoor skiing and snow park – was designed by Thinkwell, beginning with the creative vision, concept, and theme. Thinkwell also provided all attraction show control, lighting, audio system, interactive, and graphic design elements. The Thinkwell team utilized their expertise as the world’s leading experts in indoor snow play environments, having created the world’s first snow play area for Ski Dubai in 2005.

The Ski Egypt experience brings snow play to the forefront of the attraction, with a variety of activity-based adventure zones and play areas integrated into the 20,000-square-meter space. The Ski Egypt Snow Park invites guests to discover a snow-covered world in a massive themed environment that offers a thematic style developed specifically for the project, “Snowpunk.” A fun and playful combination of organic structures, made of ice and snow, mixed with mechanical features, like custom play structures, a themed train, and the central Tundra Towers, bring the themed environment to life. With the help of a programmable lighting system and special effects, the different areas of the Snow Park can be transformed throughout the day.   

The Ski Egypt Snow Park combines real snow and ice features with interactive play areas, a penguin encounter, tubing tracks, and additional themed spaces for group events. “It is very rewarding to work on a project in collaboration with a partner like Majid Al Futtaim,” says Chris Durmick, Principal, Attractions & Museums at Thinkwell. “They appreciate the power of storytelling in their snow parks and how it enhances the visitor experience and forms shared memories for the entire family.”

The Mall of Egypt retail complex also features a new Magic Planet, the leading family entertainment center brand in the Middle East, designed by Thinkwell. Majid Al Futtaim tasked Thinkwell with developing a new concept, design, and story for Magic Planet across multiple locations, and the Mall of Egypt’s Magic Planet is the first location to introduce Thinkwell’s new creative storyline and theme. This new design and site invites guests of all ages on an engaging experience that brings the dynamic story to life with fun characters, high-energy rides and games, interactive technologies, and immersive graphics that fill two floors. 

Stepping into the attraction, guests find themselves in a futuristic cityscape filled with sleek, space-age designs and playful robots. The entrance greets guests with an iconic, interactive globe that reacts to nearby guest activity, immediately pulling visitors into the interstellar world of the new Magic Planet.  The interactive technologies and themed play spaces throughout the experience allow guests to chart their own galactic adventures with rides, games, activities, and characters.

Thinkwell is proud to have worked in close partnership with Majid Al Futtaim to bring Ski Egypt and Magic Planet to life. “We are extremely honored to share this success with our partners at Majid Al Futtaim,” says Amin Rashmani, Managing Director, Thinkwell EMEA. “For years, our collaborative partnership on numerous projects has been enhanced by the utmost dedication and immersion of Majid Al Futtaim’s team into our process, starting from strategizing and defining metrics of success, to the close collaboration throughout the design stages and flawless execution of each project. We look forward to continuing this partnership and delivering more world-class attractions with them in the near future.”

About Thinkwell Group

Founded in 2001, Thinkwell is a global experience design and production agency specializing in the creation and master planning of theme parks, destination resorts, major branded and intellectual property attractions, events & spectaculars, museums & exhibits, expos and live shows around the world. The award-winning company has become a leader in experiential design by bringing a unique holistic approach to every creative engagement, delivering extraordinary results to notable clients over the years, including Fortune 500 companies, movie studios, museums, theme parks and destination resorts. For more information, visit:

About Majid Al Futtaim

Founded in 1992, Majid Al Futtaim is the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia.

A remarkable business success story, Majid Al Futtaim started from one man’s vision to transform the face of shopping, entertainment and leisure to ‘create great moments for everyone, every day.’ It has since grown into one of the United Arab Emirates’ most respected and successful businesses, spanning 15 international markets, employing more than 35,000 people, and obtaining the highest credit rating (BBB) among privately-held corporates in the region.

Majid Al Futtaim owns and operates 21 shopping malls, 12 hotels and three mixed-use communities, with further developments underway in the region. The shopping malls portfolio includes Mall of the Emirates, Mall of Egypt, City Centre malls, My City Centre neighbourhood centres, and four community malls which are in joint venture with the Government of Sharjah. The Company is the exclusive franchisee for Carrefour in 38 markets across Middle East, Africa and Asia, and operates a portfolio of more than 175 outlets in 15 countries.

Majid Al Futtaim operates 284 VOX Cinema screens and 30 Magic Planet family entertainment centres across the region, in addition to iconic leisure and entertainment facilities such as Ski Dubai and Ski Egypt, among others. The Company is parent to the consumer finance company 'Najm,' a fashion retail business representing international brands such as Abercrombie & Fitch, AllSaints, lululemon athletica, and Crate & Barrel; and a healthcare business that operates City Centre Clinics. In addition, Majid Al Futtaim operates Enova, a facility and energy management company, through a joint venture operation with Veolia, a global leader in optimised environment resource management. The Company also owns the rights to The LEGO Store and American Girl in the Middle East and operates in the food and beverage industry through a partnership with Gourmet Gulf.

For more information, visit:

Media Contact:
​Katherine Mitchell

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Source: Thinkwell Group


Categories: Entertainment, Tourism, Family Travel, Amusement and Theme Parks, Skiing, Destinations

Tags: Experiential Design, Immersive Design, Magic Planet, Majid Al Futtaim, Mall of Egypt, Ski Dubai, Ski Egypt, Snow Park, Thinkwell EMEA

About Thinkwell Group

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Thinkwell is a global design and production agency that creates custom, content-driven experiences for companies and brands in the physical world.

Katherine Mitchell
Director, Marketing, Thinkwell Group
Thinkwell Group
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