Global contractors and vendors using cutting-edge technologies to create “The stores of future”. What are your thoughts on this?

Global contractors and vendors using cutting-edge technologies are reshaping retail into what we now call the “stores of the future” — not just spaces for transactions, but destinations powered by Emotelligence, where emotion meets intelligence. These stores integrate advanced digital systems that anticipate customer needs, while design elements are crafted to evoke feelings of comfort, identity, and belonging. Technology becomes invisible but essential, enabling seamless, personalized journeys. At the same time, emotional storytelling through space design ensures that each visit is memorable and meaningful. The result is a new generation of retail that connects on a deeper human level, enhances loyalty, and delivers lasting brand value. This shift is especially visible in Saudi Arabia, where the 5th Generation of real estate development is leading globally. Here, the future of retail is no longer about what we sell, but how people feel — and Emotelligence is the new competitive edge driving that transformation.

What’s your take on mall construction and management when we say “Sustainability is becoming a non-negotiable”?

“ When we say “sustainability is becoming a non-negotiable,” mall construction and management must fundamentally shift from cost-driven planning to purpose-driven development. It’s no longer enough to build efficient structures — malls must now deliver long-term environmental, economic, and social value.

Sustainability must be embedded across the entire lifecycle: from sourcing local materials and integrating energy-efficient systems to enabling adaptive reuse, mobility access, and smart building operations. But true sustainability also means relevance — designing malls as mixed-use, community-driven, emotionally engaging destinations that stay vibrant over time.

In this new era, successful malls are not just green — they are Emotelligent: human-centered, technologically integrated, and culturally rooted. They reduce waste, optimize energy, but also connect with people’s values and behaviors. Saudi Arabia’s 5th Generation development model is leading this shift — proving that sustainability is not a constraint, but a catalyst for innovation, longevity, and stronger investor confidence.

Share your thoughts on “Vision 2030” in terms of mall management.

“Vision 2030 is redefining mall management in Saudi Arabia — transforming malls from traditional shopping centers into dynamic lifestyle, leisure, and cultural destinations. Under this vision, malls must do more than drive footfall; they must deliver experiences aligned with national goals of quality of life, tourism, innovation, and economic diversification.

This means rethinking mall management to integrate hospitality, entertainment, wellness, smart systems, and cultural programming. It’s about creating spaces that are not only profitable but purposeful — emotionally resonant, technologically seamless, and community-driven.

Vision 2030 also demands higher standards of efficiency, sustainability, and localization, pushing mall operators to adopt cutting-edge practices in digital engagement, ESG, and tenant curation.

In this context, malls must become Emotelligent — blending emotion, intelligence, and identity to attract, retain, and inspire. Mall management is no longer about leasing space — it’s about curating a living, evolving destination that serves people, aligns with Vision 2030, and performs over time.”

What’s the biggest challenge you see for customer experience when aligning their expectations with your transformation?

Exactly, this challenge sits at the heart of 5th Generation (GEN 5) development.

GEN 5 is not just about innovation in design or technology — it’s about transforming how people feel in spaces. But to succeed, we must align this transformation with customer expectations, which are often shaped by past experiences and conventional formats.

When customers are used to transactional environments, introducing emotionally driven, culturally rooted, and tech-integrated destinations requires more than architecture — it requires emotional onboarding. We’re not just redesigning malls; we’re redefining their meaning.

The real challenge is to ensure that this evolution feels intuitive, not intimidating. That’s why GEN 5 is built on Emotelligence, blending emotion, intelligence, and identity to ensure that innovation doesn’t alienate, but invites.

Because in GEN 5, the goal isn’t just to impress the customer, it’s to connect with them, guide them, and ultimately, belong to them.

How would you think attendees will benefit by attending MENA MALL SUMMIT?

Attending the MENA Mall Summit offers a rare opportunity to engage directly with the principles of 5th Generation (GEN 5) real estate; a model that’s redefining malls from retail hubs into emotionally intelligent, culturally resonant destinations.

Participants will explore how malls can evolve beyond function to embrace Emotecture (design that evokes emotion), Culturability (identity-driven spaces), Destinature (leisure as a magnet), and X-Estate (intelligent, tech-embedded environments). These are not abstract ideas; they’re real strategies shaping the most forward-thinking developments in the region.

The summit will connect attendees with global best practices, regional success stories, and the minds leading this transformation. Whether it’s aligning with Vision 2030, enhancing tenant experiences, or unlocking new ROI through customer-centric innovation, GEN 5 offers a clear blueprint.

This is more than a conference — it’s a live immersion into the future of mall management, where attendees don’t just learn, they help shape what’s next.