Opened 2019 at the trunk of Palm Jumeirah, serving the island's approximately 80,000 residents. Nakheel — the developer who built the Palm — also built its mall, which is either elegant vertical integration or simply inevitable.

The mall is practical more than spectacular: supermarket, cinema, restaurants, the usual anchors. What distinguishes it is location — connected to the Palm Monorail station, with easy access to both the trunk and the fronds. For Palm residents, it removes the need to cross the bridge for everyday errands.

The community it serves has its own particular character: high-income, internationally mixed, and genuinely island-brained after a few years of living there.