Landmark Leisure introduces new FEC brand in the Arabian Gulf

Landmark Leisure, a division of retail and hospitality conglomerate, Landmark Group, is to introduce a new entertainment brand, Fun Works, at its new family entertainment centre at Abu Dhabi’s Yas Mall.

The new brand, which will launch when the new FEC opens in November, will augment Landmark Leisure’s existing Fun City and Fun Ville operations. The new FEC will be a first-of-its-kind indoor entertainment centre in the Middle East, spanning over 6,500 metre2 with a focus on playful learning. It will also feature new attractions that incorporate ‘augmented reality’ and another where children can have their images projected onto a kaleidoscope.

In an interview with Gulf News, Landmark Leisure Chief Operating Officer Silvio Liedtke explained “we have used augmented reality to enable children to create their own image in a design they choose.”

Landmark Leisure has 50 locations in the Middle East and India, aims to double the number of locations over the next three to four years with an investment of more than Dh400 million (US$108 million), Liedtke added

Established in 1999, Fun City is present in community malls in the United Arab Emirates, Oman, Qatar, Bahrain and India. Fun Ville, launched last year, is currently present in the UAE and Qatar.

Meanwhile, Landmark Leisure plans to take Fun City and Fun Ville to Saudi Arabia and Kuwait in the next 12 months.

The Landmark Group is also the Fitness First franchisor in the Middle East.

Liedtke estimates that the attractions market in the UAE is valued at Dh1.2 billion (US$360 million) a year.

24th April 2013 - FAMILY ENTERTAINMENT CENTRE COMPLETED AT ABU DHABI’S YAS MALL

10th August 2012 - LANDMARK GROUP EXPANDS FITNESS FIRST OPERATIONS IN DUBAI