SOCO UAE - Centre Mirdif

Majid Al Futtaim is one of the Middle East's leading developers and operators of shopping malls and entertainment destinations. Located at City Centre Mirdif, SOCO is a 2,700 sqm indoor social gaming and dining destination designed as a vibrant Social Jungle. Combining competitive play, immersive entertainment, quality dining and bold storytelling, SOCO creates a high-energy environment where guests come together to play, connect and compete.

The challenge was to create an F&B concept that could match the scale and energy of the entertainment offer. From bowling, racing simulators and AR darts to karaoke, arcade games and social gaming experiences, the food and beverage proposition needed to become an integral part of the guest journey—supporting everything from casual visits and family outings to celebrations and corporate events.

Conceptional supported the project from its earliest stages, shaping the F&B strategy, concept development, storytelling and business case. Our work focused on translating SOCO's social gaming DNA into a cohesive food and beverage experience, developing a shareable, globally inspired menu direction and helping identify the right partners to bring the concept to life. The result: an immersive eatertainment destination where food, drinks and play work seamlessly together to create memorable social experiences.