Reem Mall strives for digital innovation with appointment of Digital Experience Manager

22 July 2018, Abu Dhabi | UAE

Reem Mall strives for digital innovation with appointment of Digital Experience Manager

Milat Sayra Berirmen, Harvard-alum and one of the business innovation industry’s most respectable strategists, has been appointed as Digital Experience Manager for Reem Mall, Abu Dhabi’s up and coming retail, dining, leisure and entertainment destination.

The move underpins Al Farwaniya Property Developments’ ambition to place the US $1.2 billion Reem Mall project at the forefront of digital innovation in the retail industry.

With a career spanning over 11 years across strategy and business innovation for some of the world’s leading business conglomerates such as Godiva, Groupon and Northstar Innovation (Yildiz Holding), Sayra will be responsible for developing business strategies, assessing and analysing relevant digital technology providers, developing comprehensive ecosystems pertinent to the application of digital technologies and supervising the overall execution of the strategy.

Prior to joining Reem Mall, he was in charge of developing multi-national strategy formulations, creating incubation centres and spearheading the implementation of digital. Through his experience, Sayra is set to bring a range of innovative immersion techniques to Reem Mall through efficient and practical e-commerce models.

Shane Eldstrom, Chief Executive Officer of Al Farwaniya Property Developments said, “Our vision is to be the first fully digitally enabled mall in the world, and Sayra will play a key role in making this happen. He is a highly accomplished and innovative digital thought leader and will be deeply rooted in pulling together pertinent partners from across the globe to take our digital ambitions to the next level.”

”For us, digital is all about adopting a forward-looking strategy that involves the emergence of digital products and technologies, helping us embrace customer needs and proactively producing innovative solutions in these dynamic times.”

Construction on Reem Mall began in late 2017 and is anticipated to be complete by late 2020. The retail, dining and leisure destination will offer 2 million sq. ft. leasable area comprising of 450 stores, including 85 dining options and a range of entertainment activities such as Snow Park Abu Dhabi, a destination snow park attraction.

Commenting on his recent appointment, Milat Sayra Berirmen said, “There are many business pains within retail that can be alleviated by application of technology, from seamless shopping experience to the amalgamation of brick and mortar with e-commerce, there are immense opportunities. It is a thrilling endeavour that Reem Mall will be the foremost entity that will drive the digitalization of shopping malls.”

Reem Mall is being developed by Al Farwaniya Property Developments, a partnership between Agility, Agility affiliate United Projects for Aviation Services (UPAC), and National Real Estate Company (NREC). The project is located in the Najmat District on Reem Island, the residential and commercial master development by Reem Developers. Reem Island is planned to have a population of 200,000 at completion.

Latest News


UPAC Holds it AGM for the Financial Year Ending 31st December 2023

United Projects for Aviation Services Company (UPAC), a commercial real estate and facilities management company, held its Annual Ordinary General Assembly Meeting on Thursday, with a quorum of 96.808%.

Read More

UPAC Reports Q1 2024 Financial Results

United Projects for Aviation Services Company (UPAC), a commercial real estate and facilities management company, announced today its financial results for the first quarter of 2024.  The company reported net profits of KD 649 thousand up 3.2% from 2023, or 1.63 fils per share, with revenues of KD 2.24 million down 13.8% from 2023.

Read More

UPAC Announces 2023 Financial Year-End Results

United Projects for Aviation Services Company (UPAC) announced its full year 2023 revenue of KD 10.14 million up 2.6% from 2022, with a net profit of KD 1.61 million up 133% from 2022, or 4.06 fils per share.

Read More

United Projects for Aviation Services Company

UPAC is a leading player in commercial projects that foster development and growth in the region’s real estate sector. We offer fast decisions, minimal bureaucracy and maximum dependability and we use our expertise to provide Kuwaiti government agencies the consultancy required to achieve long-term projects.