TOTAL LICENSING
play a significant cultural role in the magnificent celebration of Arab cul-
overall development of the Dubailand ture and history. This has truly never
Destination. been done before,” commented Mo-
The FREEJ Park will be developed over hammed Saeed Harib. “The FREEJ
a four million sq ft area, including a 1.2 brand has come to represent our
million sq ft open space area and two culture and it transformed the Arab
themed hotels with entertainment at- audience’s perception of animation.
tractions spread over 2.9 million sq ft Today, we have taken this further and
of land. developed a theatrical production that
Set in Dubailand next to Universal is unlike any traditional show about
City, innovative rides, breath-taking Arab culture. Together with JBM, Lam-
attractions and fun-filled experiences mtara wants to redefine the theatre in
based on the FREEJ characters will the Arab world the way it redefined
be the park’s main features and, over- animation on television with FREEJ.”
all, the area will re-create the feeling The production is a journey that takes
of Old Dubai, centred by a Middle audiences between times from the
Eastern garden that will connect four present to the past and back again to
zones within the park. The FREEJ main bring to light the myths and legends
characters will serve as ambassadors from the Arab world’s literature and
to each of the four zones, appearing history. The performance, which com-
in attractions and serving as a story- prises seven acts, forms a path to dis-
telling theme in everything from rides covering great historical figures such
to retail and food and beverages. The as Ibn Battuta and unique traditions
all-encompassing theme of the park such as pearl diving.
is ‘Hayakum’ meaning “Come In” and The show runs for 19 performances,
the four zones are entitled FREEJ the eight of which are in English and elev-
Golden Age of Discovery, Window on en in Arabic.
UAE and Myths and Legends. Mohammed Saeed Harib also said the
The park is planned to open in 2013 company would be looking to take the
that was amazingly announced in April show overseas, although he said he
last year. hoped to be able to ‘celebrate first’
But that is certainly not the end of the after the first production.
success story. story. Last November, Lammtara and
“We’d love to take it on tour. We’d love
And the show has attracted a number JBM unveiled FREEJ Folklore, the larg-
to take it to the GCC and, ultimately,
of awards on the way. It was voted est Arab theatrical production in the
we’d love to take it to the West End
by viewers as the number one Ara- Middle East. Under the patronage of
in London and use it as a promotional
bic show on television in 2007 (via Al the Dubai Culture and Arts Authority
tool for Dubai. If people aren’t coming
Khaleej and Emarat Al Youm newspa- and presented by Nakheel, FREEJ Folk-
here, we can take Dubai to them”, he
pers), Mohammed Saeed Harib was lore will be an official Dubai Shopping
explained at a press conference.
voted Young CEO of the Year by CEO Festival 2009 event and will be staged
Lammtara are, without doubt, begin-
Middle East Magazine and the series at the Madinat Jumeriah for a ten day
ning to look outside the UAE. For the
was the winner of the Dubai Inter- period.
first time with a UAE-produced show,
national Film Festival Muhr Award for “FREEJ Folklore is a combination of
Shaun Ollier is looking to appoint
emerging UAE talent in 2007. In addi- dance, music, animation and theatre agents in different parts of the world
tion, it was was awarded the Hamburg that presents the audience with a and sees enormous potential for the
County Award in 2007 for best property on an international
animation. level.
As a result of the power of “FREEJ is very transferable to
the show, Tatweer, owners of markets outside the UAE”, he
Dubailand, announced late last explained. “After all, the con-
year that they will create FREEJ cepts behind it - the strong
Dubailand which will be a story- mothering instinct and the
telling park that celebrates the mix of traditional versus new
accomplishments, legends and - are very universal.
beauty of the Arab world.
FREEJ Dubailand will be the first
From its routes in Arabic
theme park ever to focus on
culture, FREEJ is definitely
Arab culture and creativity, her-
one to watch out for on a
itage and achievement and will
global level.
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