Setting the IMAX Luxury Benchmark: The VOX Cinemas, Mall of the Emirates Refurbishment
VOX Cinemas, part of the Majid Al Futtaim group, set a new global standard with the launch of the IMAX experience at Mall of the Emirates. Recognized as the world's most innovative to date, this refurbishment represents a key strategic accomplishment in VOX's mission to offer the market's most immersive and luxurious cinema environment.
Verona Zero Wall: The Ōma Pod Experience
The most innovative feature is the world-first integration of Ōma Cinema® premium pod seating within the IMAX auditorium. This patented design, developed by renowned French architect Pierre Chican, represents a strategic break from traditional cinema architecture and is the core of the new luxury benchmark.
Our premium Verona Zero Wall with Cocoon Enclosure Panel was selected as the seating choice within these seven viewing pods. The seat was designed to integrate seamlessly with the Ōma Pod structure, ensuring precise viewing angles, uncompromising luxury, and optimal comfort within the pod's semi-private, enclosed space.
The Verona Recliner with Cocoon Enclosure offer an unparalleled level of luxury, creating a personal comfort space for a focused, immersive movie experience. Guests are treated to signature amenities, including plush pillows, blankets, and seats that integrate features like a heating system for personalized thermal comfort and dedicated lumbar and headrest motors for precise ergonomic positioning.
Crucially, the experience includes full waiter service, allowing guests to enjoy a specially curated gourmet menu delivered straight to their seats—a service first introduced inside an IMAX auditorium. Each seat also provides reading lights, swivel tables for dining, and built-in wireless chargers. Furthermore, pod patrons gain exclusive access to the THEATRE Lounge, offering a private space to relax before or after their screening.
The seven exclusive Ōma pods successfully merge the shared spectacle of the IMAX experience with the luxury private viewing box, utilizing 14 sets of Verona Recliners to deliver an ultra-exclusive, personalized experience for up to 35 guests.
Milano Glide: Optimized Comfort for Every Seat
For the main floor seating area, 130 units of Milano Glide seats were installed. This selection offers patrons a premium alternative to the ultra-luxury pods: if a customer desires the ultimate in high-end exclusivity, they choose the Verona Recliner, but for those seeking a casual and elevated IMAX experience, the Milano Glide delivers.
These seats feature plush thick foam headrest padding, which provides additional support while the removable padding facilitates easy maintenance. The smooth glide mechanism ensures effortless adjustments, while the integrated smart swivel table with a built-in cupholder maximizes armrest space and offers convenient drink placement.
The Strategic Shift: A Luxury Template for PLF Success
This refurbishment vividly demonstrates VOX Cinemas' commitment to innovation and its vision to create extraordinary moments for every customer. The strategic deployment of the Verona Recliner for unmatched exclusivity and the Milano Glide for elevated comfort ensures every guest receives a high-value, and customer-focused experience.
Ultimately, the Ōma architecture provides a powerful, tangible differentiator; its semi-private pods inspired structure allow VOX to offer these unique, tiered service levels unmatched by traditional cinema designs. This sets a new global benchmark for cinematic luxury and future-proofing the venue's proposition against evolving audience demands.
