House of Hype transforms 100’000sq ft (9’300m2) of space in the heart of the world's biggest mall into an immersive content creator's paradise featuring gaming, food and shopping. House of Hype is designed to be a mirror of the digital world, blending cutting-edge technology, immersive storytelling and social media engagement. The food stations, created in collaboration with acclaimed Dubai-based chef Reif Othman, feature Instagram-worthy dishes designed to be as visually striking as they are delicious, with everything from nitrogen-frozen desserts that smoke to a handroll sushi bar.
The merchandise also goes beyond traditional theme park souvenirs with its own streetwear line, limited-edition collaborations with local artists and tech accessories that integrate with the park’s digital experiences. With its high footfall of 111mn annual visitors, The Dubai Mall presented an ideal canvas to bring the House of Hype to life. The price point to enter the park, $40 for a two-hour experience, is designed to bring people back over and over. Social media and content creation are central to the House of Hype experience.