These included the establishment of international standards: operating hours, the introduction of sales  reporting and the collection of percentage rents. During this time, the mall was expanded by 220,000 sq.ft. and mixed-use elements were added including  the introduction of the Pullman Hotel and residences  as well as the MAF Tower Office Building.

Leveraging off the success of Deira City Centre, MOE was designed for the burgeoning new communities in the South Dubai trade area.

The mall was designed to provide a large offering of convenience, comparison and entertainment retail. Phil was responsible  for the initial assessment of the indoor ski hill concept as well as establishing Harvey Nichols as a key anchor for the project.

This massive 750,000 m2 mixed use development features 170,000 m2 of retail GLA, 3 international hotels, 70,000 m2 of class A office space as well as 3 high end residential towers.

Phil played a key role in establishing a successful leasing strategy to open the mall at a time when international brands were unable to open in Egypt due to excessive import duties.

This 1300-acre site was one of Dubai first township communities and features a 200,000 m2 regional mall anchored by IKEA, Marks and Spencer, Carrefour, Centrepoint, Toys R Us, as well as hundreds of popular fashion and accessory brands.

DFC is also home to the Intercontinental and Crown Plaza hotels, 3 distinctive residential communities and 2 international schools and an 18-hole golf course.

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Phil has had a long association with both the New York-based International Council of Shopping Centers (ICSC) and the Dubai-based Middle East Council of Shopping Centres and Retailers (MECSR). In 1999 Phil was appointed President of MECSC and in 2004 he became the first Middle East representative appointed to the ICSC Board of Trustees.

During his career, Phil has addressed major industry events in Canada, the USA, Brazil, South Africa, Egypt, Lebanon, Kuwait, Qatar, Oman, UAE, KSA, United Kingdom. France, Germany, Italy, Turkey, India, China, Singapore, Thailand amongst others. Phil also has extensive experience as an Adjudicator and Chairman of the ICSC Viva Global Development and Design Awards program from 2007-2017.