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Watching the Dubai Shopping Festival blossom through the years has been a real joy for Laila Suhail. The Chief Marketing Officer for DSF remembers when it was just a vision 12 years ago that people did not quite understand.
Today, she sees it as an asset that has put Dubai on the map and one that is likely to attract record numbers of visitors from around the world in the coming weeks.
"It started with a dream and with just a concept to organise a shopping festival," she says.
A brand
"I remember people saying, 'what do you mean by a festival?' From that time to now, it has evolved tremendously and DSF has become a brand that is not only known by the residents of Dubai but by everyone around the world."
Last year alone, DSF attracted 3.3 million people — a figure organisers are expecting to top with an increase of five to 10 per cent this time around.
Exactly how they plan to do this was a subject Laila was only too pleased to elaborate on.
Festive timing
She said: "This year is the longest ever festival since its inception — the first DSF was launched in 1996 for 43 days and then it as reduced to one month. This is the first time it is running for 45 days, combining the 11th and 12th editions of DSF."
By extending the period, organisers have been able to incorporate an added bonus that fits in beautifully with the spirit of the event.
Laila said: "The most exciting thing about this DSF is that it's falling within the festive season and will coincide with Christmas, Eid Al Adha and New Year." Working with the festival's attributes — which are shopping, winning and entertainment — organisers are confident there will be something to suit every man, woman and child in Dubai.
Go buy
Shoppers can indulge in gifts, offers, discounts, part sales and raffles at the 2,700 shopping outlets taking part in DSF.
Meanwhile, a record number of sponsors (23 key and 112 support sponsors) are offering a large number of sensational prizes that are sure to set hearts racing.
And with 120 events tasking place all over Dubai, there is no chance of being stuck for something to do.
Not content to score new heights in DSF's statistic books, organisers have created a whole section dedicated to breaking Guinness World Records.
Record-breaking
Laila reeled off an extensive list of 'firsts' that are planned, including the longest game of Chinese Whispers, the largest buffet in the world comprising 505 dishes, and the globe's largest spoon, to name but a few.
She said: "For visitors to Dubai, the first thing they will notice is the whole city is in a festive, celebratory mood which never usually happens for such a long period of time — for 45 days everyone is having fun. For residents, this is a time when they can just relax and enjoy experiencing something new with their families."
Crowd-puller
As well as being instrumental in helping to make it all happen, Laila loves nothing more than to join the crowds and soak up the amazing atmosphere DSF creates.
"The best part is when you go out and you see the excitement of people and you feel you are part of making these people happy because of what's happening — that really makes you feel proud," she said.
"It is also that you are doing something for the whole city that is really something different."
With the show now well and truly on the road, there's no time like the present to make the most of what DSF has to offer.
Weaving wonders
Industrialisation may have paved the way for mass manufacturing, but nothing can compare to a carpet made by hand using centuries-old techniques.
For a glimpse into the art of weaving Persian carpets, try visiting the Iranian souq at Al Seef Street during DSF. There, you will find people who live for their art and continue to work by hand to preserve the tradition of their forefathers.
Precious artworks
At Isfahan Bazaar, in Al Seef Street —a replica of the famous Iranian souq — visitors can see how precious artworks are weaved creating masterpieces in beautiful hues and traditional patterns.
A slice of Marrakesh
Experience a quintessential Arabian bazaar in Al Seef Street this DSF. As part of the Bazaars of the World programme, the famous Al Samareen Souq of Morocco has been recreated, offering charming knick-knacks against the backdrop of the renowned Marrakesh marketplace, brought to life in the heart of Dubai.
From leather and clay tagines to candies and furniture, you'll find it all at this mini souq of surprises. Breathe in the thick smell of newly-tanned leather as you follow its scent to the traditional Moroccan footwear on sale.
Admire the handcrafted furniture brought in from Marrakesh just for the festival and don't miss the tempting clay pots and brightly painted vessels on sale. There are candles, candle stands, lamps and Moroccan coffee too. And at the gate, you will be greeted by tea sellers dressed in traditional finery to welcome you in.
A taste of Syria
For the best in traditional Syrian handicrafts, get down to the Aleppo Souq, in Al Seef Street.
The replica of the venerated Syrian souq Aleppo, which has been recreated for DSF's Bazaars of the World, offers everything from coffee and perfumes to handicrafts and a slice of Syrian culture. With its maze of narrow passages sheltered by ancient vaulted ceilings, visiting Aleppo Souq is like taking a step back in time.
Animal hides and hand-woven textiles are available aplenty alongside traditional artefacts such as fused glass items, mirrors and other decorative pieces. And you can also buy mosaic art and watch the artisans creating masterpieces right before your eyes.
Learning crafts
Traditions and skills that form part of Dubai's heritage are being passed down to the next generation during DSF. Young adults are learning how to create handicrafts and souvenirs first hand from skilled masters during courses laid on as part of the festival.
Safety first
A campaign to educate people about hidden dangers in everyday life has been organised by Dubai Municipality as part of DSF. An awareness booth located in Zabeel Park, next to the suspension bridge, is offering professional advice on how even the most mundane things can be hazardous if not used properly.
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