Dubai is known as the world capital of fashion and shopping in the town there are about 100 shopping malls, including the world’s largest Dubai Mall, and the number of presented brands Dubai ranks second in the world after London. Every year Dubai hosts a shopping festival, which attracts shoppers from around the world (not surprising, because the discounts are up to 70%!) Except for idle strolls through shopping malls or high-speed race around the boutiques, festival organizers offer guests to pamper themselves with new shopping formats. For example, in the framework of The Market Outside The Box accessories, jewelry, shoes, bags and even organic products do not sell in stores, and in stylized cargo containers. Another interesting format is the Celebrity Pop-Up Shops operated by the world famous person, or a colourful global village, where national pavilions of different countries selling traditional goods and Souvenirs. Nearby are fashion shows, musical performances and interactive workshops.