City Edge, a real estate development company, has signed a partnership with Edrak for Educational Entertainment to launch Be.Kids within Itaba Square Mall in Sheikh Zayed. The partnership, which will run until December 2035, is set to commence operations on December 25, 2026. This collaboration aims to add educational and entertainment activities to the mall, which features a mix of commercial, administrative, medical, and entertainment uses.
Tamer Nasser, CEO of City Edge, stated that the company focuses on developing multi-use projects that offer diverse services and experiences. The partnership with Edrak seeks to introduce a concept that combines entertainment and education within Itaba Square Mall. Nasser emphasized that launching Be.Kids aligns with City Edge's strategy to diversify activities and services in the project by collaborating with specialized companies in entertainment and education.
Ahmed Habib, CEO of Edrak for Educational Entertainment, noted that the partnership with City Edge aims to launch Be.Kids in Itaba Square Mall. He explained that Be.Kids offers activities that combine learning, exploration, and play for children and families. Edrak has been operating in the Egyptian market for over 16 years, designing and managing entertainment and educational experiences.
Edrak owns, manages, and franchises several brands, including KidZania Cairo, KidZania Giza, Kids Station in Egypt and Saudi Arabia, Nutty Scientists, and SkyPark. The company's expertise includes developing and operating entertainment venues and providing consulting services to developers and business partners in areas such as crowd interaction, hospitality, events, and entertainment.
Itaba Square Mall, located in Sheikh Zayed, spans 14 acres with a total built-up area of approximately 114,000 square meters. The mall features administrative, commercial, medical, and entertainment units, with an architectural design based on a stepped platform system. Its location near the July 26 axis, Deshrour Road, and the Cairo-Alexandria Desert Road provides easy access.
The partnership between City Edge and Edrak reflects a growing trend of integrating entertainment and educational activities into commercial and recreational developments. This collaboration is expected to enhance the appeal of Itaba Square Mall as a destination for families and children, offering a unique blend of fun and learning experiences.
With the launch of Be.Kids, Itaba Square Mall is set to become a premier entertainment and educational hub in Sheikh Zayed. The development is part of City Edge's broader strategy to create vibrant and diverse communities that cater to various interests and age groups.
Key points
- City Edge and Edrak partner to launch Be.Kids in Itaba Square Mall.
- Be.Kids combines entertainment and education for children and families.
- Itaba Square Mall is set to open Be.Kids on December 25, 2026.
