Dubai Hills Mall came alive on 2 and 3 February as Season of Wulfa marked Hag Al Leila with a vibrant, heritage-led activation that blended tradition with contemporary retail experiences. Organised by the Dubai Festivals and Retail Establishment (DFRE) in partnership with Dubai Hills Mall, we joined the the two-day celebration that welcomed families and visitors for a free, immersive programme honouring one of the UAE’s most cherished cultural traditions.
Running from 10:00am to 11:00pm across both days, the activation transformed the mall into a hub of cultural engagement. At the heart of the experience were guided children’s tours, which ran daily from 10:00am to 7:00pm. Dressed in traditional Emirati attire, children took part in supervised group walks through participating retailers, collecting treats in a modern interpretation of the traditional door-to-door custom that defines Hag Al Leila. The initiative not only preserved the spirit of generosity and sharing but also introduced younger generations to the cultural significance of the occasion in an accessible and engaging way.
A central activation hub served as a gathering point for families, featuring heritage-inspired installations, interactive activities, and character appearances throughout the day. Modesh & Dana delighted young visitors, while meet-and-greet moments with the beloved Freej characters added a nostalgic and distinctly local dimension to the festivities. The atmosphere across the mall reflected a collective sense of anticipation for the Holy Month of Ramadan, reinforcing the values of connection and blessing that define the Season of Wulfa.
On 3 February, Emirati heritage researcher Mama Habiba joined the programme, engaging with families between 11:00am and 2:00pm through storytelling and community dialogue. Her presence underscored the importance of safeguarding intangible heritage and passing traditions on to future generations, anchoring the celebration firmly in authenticity.
Fifteen retailers across Dubai Hills Mall participated in the activation, including Matter, Early Learning Centre, Hamleys, Roxy Cinemas, Bath & Body Works, Starbucks, Centrepoint, Geekay, Skechers, Barakat, Toys“R”Us, Mothercare, Claire’s and other family-focused brands. Through curated gifts, interactive moments, and family-friendly engagement, each retailer contributed to the shared spirit of Hag Al Leila.
As part of the wider Season of Wulfa initiative, led by Her Highness Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, the Dubai Hills Mall celebration demonstrated how traditional Emirati occasions can be thoughtfully reimagined within modern urban spaces—strengthening community bonds while preserving cultural continuity across generations.
