Dubai to host world's first 'Discovery Shark Week' exhibition

Emaar Entertainment, a subsidiary of Dubai’s Emaar Properties, has partnered with Discovery Consumer Products, the licensing arm of Discovery Communications.

The initial project in the new partnership is the new flagship Discovery Channel store at Dubai Aquarium & Underwater Zoo in The Dubai Mall.

The next initiative is an embodiment of one of Discovery’s cult franchises, the now- iconic ‘Shark Week’.

Opening to the public in Summer 2016, this new addition to Dubai Aquarium & Underwater Zoo will be the world’s first official ‘Discovery Shark Week’ exhibit, offering guests access to the underwater world of the sharks, through an interactive experience.

“One of the most effective ways to promote environmental awareness and conservation initiatives is to instil a sense of real-life engagement with these activities in the minds of the public. The Discovery Channel store’s elaborate tie-ins with charitable entities, enables people not only to learn more about the aquatic world but also participate in making a difference. This is a unique model of ‘responsible retail’ that underlines our commitment towards conservation,” said Maitha Al Dossari, CEO of Emaar Entertainment.

“Our partnership with Discovery and their world-recognised brands reflects our vision of connecting our guests with the natural world, and is also a part of Emaar Entertainment’s mission to continually strive to enhance the visitor experience,” said Paul Hamilton, General Manager and Curator of Dubai Aquarium & Underwater Zoo.

“Discovery has been satisfying curiosity for more than 30 years, providing on-screen experiences that entertain, inspire and educate audiences across the world. Through our new partnership with Emaar Entertainment and the opening of the Discovery Channel store, we can take the best of Discovery off-screen and provide a fun, innovative and interactive brand experience for our local audiences,” said Amanda Turnbull, VP Country Manager, Discovery Networks Mena.

The new Discovery Channel store located on the second floor of Dubai Aquarium & Underwater Zoo is a first for the region. The storefront is suspended over an aquarium linked directly to Dubai Aquarium, offering an integration of digital and reality. The storefront is developed from huge LG LED screens, featuring footage of marine life.

There will be products from Discovery Channel and Animal Planet, including books, apparel, outdoor gear, scientific toys, animal figurines and plush toys, as well as a number of DVD titles, allowing local fans to take home a piece of Discovery for the first time and be immersed in an interactive world.