The dates for the 23rd edition of Dubai Summer Surprises (DSS) have been announced. The DSS will begin on 9th July and will conclude on 29th August, the organizers have announced.
The Dubai Festivals and Retail Establishment (DFRE) has announced a series of exciting festival campaigns including the DSS, Back to School (BTS) and the Eid Al Adha. The DFRE has also lined up a series of entertainment, events, promotions, and digitally-led initiatives this year.
The CEO of DFRE, Ahmed Al Khaja said “This year, more than ever, we look forward to welcoming back the city's residents and visitors to Summer in Dubai, while ensuring their health and safety remain our highest priority. Through additional safety measures put in place across malls and retail stores, Dubai will once again be the place to be this summer season, and we look forward to another successful and safe edition of the DSS, alongside the other summer festivals. As the city thrives, we will bring back our popular events and promotions over the course of seven action-packed weeks, and welcome new elements that will allow shoppers everywhere to participate in the festivities.”
Over the past 23 years, the DSS has led the way for shopping festivals across the globe, proving that it can evolve with the changing time and trends. And this summer is no different, as the city opens up to showcase the best of retail and entertainment, along with a range of innovative virtual and physical elements to keep one and all entertainment all summer, Al Khaja said.
The DSS also comes with opportunities to win prizes, have family fun, new experiences and entertainment to create a memorable summer.
From 10th to 29th July, and from 9th to 26th August, customers get to explore the city through the DSS ‘Deal of the Day’, a range of exclusive promotions available only for a day, in a single location. Each day’s offer will only be revealed 24-hours in advance, so check out DSS social media pages to know the best bargains in town.
More than 700 major brands will offer discounts ranging from 25 percent to 75 percent across 3000 outlets from 9th July.
To celebrate the Dubai Summer Surprises, more than 200 palm trees will be decorated with special DSS lighting. Moreover, 10 installations at 10 locations will provide opportunity to click photographs for visitors from 30th June to 30th August. These magnificent installations can be view at Airport Road, Dubai World Trade Centre Roundabout, Satwa Roundabout and other locations across the city.