Dubai: Iconic Dubai characters, Modesh and his friend Dana, are back in town from their home in the stunning Dubai Mangroves Forest, to keep families entertained during the 25th anniversary of Dubai Summer Surprises (DSS) - the annual summer festival packed full of shopping, dining, hotel and entertainment experiences.   

One particular DSS venue that always draws a crowd is Modesh World, the edutainment indoor theme park at Dubai World Trade Centre, that’s open this year until 28 August. Visitors to Modesh World can enjoy endless fun rides, inflatables, games, food stalls and stage shows perfect for all ages.  

But where did Modesh and this indoor world come from? How has it evolved? For this, we need to journey back in time to 1998.   

Yes, DSS is now 25 years old, so the 2022 edition marks a major milestone. Back in 1998, Dubai’s leadership decided to invest in activities and events throughout the summer season; creating enjoyable experiences for citizens, residents and visitors. The result? A Dubai-wide festival featuring a packed entertainment calendar, fireworks, prizes and other promotions was born, including a small indoor cartoon theme park. But it needed a symbol, a figurehead and a mascot.   

In 2000, the DSS organisers, Dubai Festivals and Retail Establishment (DFRE), an agency of Dubai’s Department of Economy and Tourism, launched a new summer campaign featuring a lead character named Modesh. This was when Modesh (which translates from Arabic to mean ‘amazing’) was born. Originally inspired by a jack-in-the-box, with an accordion-like body, a permanent smile, and a bright, summery-yellow colour scheme, Modesh’s image was plastered across the city – and the character even gave interviews to magazines and newspapers. 

DSS proved a huge success, with Modesh likewise gaining popularity, helping to sell a range of themed merchandise. Those enjoying the festivities could treat themselves to a Modesh bag, keyring, pen, T-shirt, book or cuddly toy, or take their photo next to one of the many Modesh statues in malls around the city. 

It was felt that DSS needed a centrepiece, while Modesh – the star of the event – clearly deserved a base of operations. An indoor theme park, dedicated to Modesh, was an obvious solution. That year, Modesh Fun City opened at Dubai World Trade Centre. 

Not quite Modesh World as it is now, the Fun City version had many similarities, but was smaller by comparison. It had themed zones, rides, inflatables and games, with live entertainment, food and prizes, and new attractions introduced each year, such as an ice rink, a salon and a 4D cinema hall, plus carousels, bumper cars, trampoline parks, a haunted house and a ‘Mystical Maze’. Every summer, Fun City would serve as the perfect family destination for two months, then pack up to return the following year. 

It also jumped around in terms of its location, moving to Airport Expo Dubai for several years, as well as growing in size. In 2005, Modesh Fun City was spread over 14,000 sq m, but by 2016 had grown to 34,000 sq m. It also welcomed around 200,000 visitors annually. 

But to maintain that sort of following, you need to keep things fresh and exciting, and 2009 marked a huge change for the venue, including its rebranding as Modesh World. The concept was allowed to change slightly, broadening the target audience from children to also include teenagers and adults. Standards were raised further, and new entertainment and stage shows introduced, including educational, interactive exhibits.  The aim was to offer something for every member of the family, with workshops to entertain and inform, teaching new skills ranging from baking to crafts.  

In 2020, Modesh was even given a slight makeover. Reworked via the magic of computer animation, Modesh’s new look is streamlined, modern and cute, still clad in yellow, sporting a huge grin, with the wavy lines across the body hinting at the character’s jack-in-the-box heritage. And the makeover included a new female friend, Dana, who is fascinated by science, and comes up with inventions to make the world a better place. 

It sets up Modesh for the future, now with a companion to share in tomorrow’s adventures. Both return this summer to celebrate 25 years of DSS, and 22 years of hosting an indoor theme park. The 2022 edition of Modesh World is spread across four halls of Dubai World Trade Centre, featuring activities, rides, ziplines, workshops and live entertainment. Definitely an experience not to be missed.   

Modesh World is open seven days a week, Monday to Thursday from 10am to 10pm and Friday to Sunday from 10am to 12am. Esaad Card holders get a special discount on the purchase of play cards.  

Plan summer in Dubai to make the most of everything the city has to offer from relaxing staycations, exciting live entertainment, gastronomical experiences, family outings and the best shopping deals. Visit www.mydss.ae for the full calendar of events and @CelebrateDubai and @StyledbyDubai on social media channels. 

Dubai Summer Surprises is supported by key sponsor RAKBANK MasterCard and Strategic partners which include: Al Futtaim Group (Dubai Festival City Mall & Festival Plaza), Al Seef, Al Zarooni Group (Mercato Shopping Mall), AW Rostamani Group, Bluewaters, Citywalk, Dubai International Financial Centre, Emirates Airline, Enoc, Etisalat, La Mer, Majid Al Futtaim (Mall of the Emirates, City Centre Mirdif, City Centre Deira), Nakheel Malls (Ibn Battuta Mall, The Pointe, Nakheel Mall, Dragon Mart 2), The Beach and The Outlet Village.