DUBAI, UAE — As the crown jewel of the 31st Dubai Shopping Festival (DSF), e& MOTB (Market Outside The Box) announces its highly anticipated return to the iconic Dubai Design District (d3) Waterfront. Running from 1 to 11 January 2026, the 13th edition of the region’s premier open-air lifestyle experience unveils a transformative vision, merging avant-garde retail with immersive futuristic artistry.
The Midnight Obsidian Aesthetic
This season, e& MOTB debuts a sophisticated “Midnight Obsidian” theme—a sleek, monochromatic aesthetic that redefines the festival’s identity. The design seamlessly blends cutting-edge digital artistry with architectural evolution, transitioning effortlessly from daytime vibrancy to an after-dark, obsidian-toned sanctuary. It is a visual tribute to Dubai’s rise as a global epicenter for creativity and youth culture.
A Curated Retail & Epicurean Journey
True to its legacy as a creative incubator, e& MOTB champions over 95 hand-picked brands, with nearly 50% being homegrown UAE talent.
- The Artisanal & The Avant-Garde: Discover unique collections from Terribly Real, Sugar Lab, Lamita Jewels, and Ego Sustainable.
- The Glow Bloc: A dedicated premium sanctuary featuring immersive beauty installations from global powerhouses MAC, NARS, Dyson, and a fragrance layering bar by Kayali.
- Gastronomy Elevated: The culinary offerings transcend traditional street food, featuring gourmet concepts like Caviar Kaspia, Nama Yoso by Chef Reif Othman, and the refined European flavors of ’t Pareltje.
Future-Forward Activations
Visitors are invited to step into the future through high-concept “Hero Activations”:
- Journey to 2126: A multi-sensory immersive attraction that transports guests through a futuristic reimagining of Dubai, featuring an “Infinity Feed” mirror room and a digital sampling lounge.
- The Futuristic Atelier: Beauty enthusiasts can engage in exclusive masterclasses led by renowned artist Ghaliah Al-Nassar, offering a “backstage” look into the next era of glam.
Rhythm of the Waterfront
The 2026 entertainment program is headlined by two major concerts that bridge the gap between global soundscapes and local energy. On 2 January, Belgian-Moroccan superstar DYSTINCT brings his signature Afrobeats to the d3 stage, followed by Turkish rap sensation Lvbel C5 on 10 January.
An Architectural Evolution
The festival site has been reimagined with a flowing V-shaped layout and elevated terraces that offer panoramic sunset views over the d3 Waterfront. From the dramatic tunnel-style entrance to the two-story lifestyle hubs by Odela & Co. and AW Rostamani, every touchpoint is designed for the discerning guest who seeks comfort, style, and a moment worth capturing.
Experience e& MOTB 2026
- Location: d3 Waterfront, Dubai Design District
- Dates: 1 January – 11 January 2026
- Admission: Complimentary
- Operating Hours: * Mon–Thu: 4 PM – 10 PM
- Fri: 4 PM – 12 AM
- Sat–Sun: 12 PM – 12 AM
For more information, visit mydsf.ae or follow @dubaifestivals.
