Ferco Seating x REEL CINEMA, DUBAI MALL

Elevating Cinematic Luxury at Reel Cinemas - The Dubai Mall

Our client, Reel Cinemas, sought to enhance the seating experience for its audiences by introducing a premium seating option that had never been used before in the United Arab Emirates (UAE) at their latest opening in The Dubai Mall. The Dubai Mall aims to offer visitors a luxurious and unique cinematic experience that complements its iconic setting.

Situated by the iconic Burj Khalifa, Reel Cinemas - The Dubai Mall offers a range of cinematic experiences.

The cinema has two Dolby Cinema screens and a ScreenX, making it the first in UAE to offer various screen options, solidifying its commitment to providing a premium cinematic experience.

Reel Cinemas chose Ferco's Premium Rex seats, marking the first installation of this option in the UAE after a thorough consultation with Ferco. The Paragon 755NB was replaced by the Premium Rex, signalling a shift towards elevating the standard cinema seats to a more luxurious and comfortable option. Ferco installed 1,377 No seats in 2023.

The chosen fabric for the Premium Rex seats was Leatherette Biella, adding a touch of sophistication and durability to the seats. This choice aims to ensure a luxurious feel while maintaining practicality and ease of maintenance.

Two additional features of the Premium Rex are its curved panel design and new side-opening cup holder, which can accommodate mugs with handles and is easier to clean.

Currently operating five cinemas in Dubai, Reel Cinemas plans to expand further, with upcoming locations in central Dubai and key regional cities.

The opening of Reel Cinemas in Dubai Mall raised the bar for luxury cinema experiences in the UAE.