UAE Business Awards 2023 35 Feb23594 Children’s Indoor Play Area of the Year 2023 – Dubai Fiafia Kids Amusement Arcade LLC/Fiafia Play Area & Café Ltd (Fiafia) is the first of its kind in the Middle East, and it offers a unique experience for children and parents alike. We speak to founder and manager, Alia Alnabooda about how the business came into being and the journey it has taken so far. iafia Kids Amusement Arcade LLC/Fiafia Play Area & Café Ltd is a unique indoor play area for children in Dubai. It offers a variety of activities and services for children of all ages, as well as a comfortable and relaxing space for parents. The company was founded by Alia Alnabooda, who was inspired to create a safe entertainment space where children could have fun and parents could relax after a long day. Fiafia opened its doors in 2020, and it has quickly become a popular destination for families in Dubai. Fiafia features a soft play area of around 120sq/m where kids can experience play in its elements with different obstacles, activities, and slides. There is also a toddler area, a climbing wall, a slide, a ball pit, and a variety of other activities, plus a café onsite where parents can relax and enjoy a coffee or a meal. “Our concept itself is considerably unique, the first of its kind in the Middle East,” states Alia. “As reviewed by our customers, our main selling point is the services provided to both the children and the adults, as well as the facilities itself.” “The word ‘Fiafia’ is used in the Pacific islands, such as Samoa and Tonga,” elaborates Alia, telling us a little more about her company. “It has many meanings such as ‘celebration’, ‘get-together’, or ‘happy’.” And this is exactly what the Fiafia brand encompasses. The logo is designed to inspire fun, colourfulness, joy and happiness with a mix of colours and abstract lines to inspire thinking outside the box and beyond the imagination. Likewise, the staff at FiaFia are friendly and helpful, inspirational, and enthusiastic, and they are always happy to help children have fun by taking part in lots of different types of games and activities. “We are surrounded by a competent, dedicated team who believe in the concept of Fiafia,” Alia continues. “Our team engage with the children, interacting with them through play, dance, music, arts, and games.” Fiafia offers a wide variety of services for children, including birthday parties, holiday camps, and after-school programmes. The company also offers a variety of educational and developmental activities for children. In fact, it is becoming renowned within the region for its event catering services, including set-up, decoration, preparation, and execution. Opening just a month before the lockdown meant it was a challenging time for the business, however Alia turned the challenges into opportunities by engaging more with her clients. When the government announced that the company could reopen, the Fiafia team worked hard to ensure that all activities were not compromised and followed all the precautions and regulations. “The safety of our clients was, and still is, our top-most priority,” Alia explains. “Now, after the pandemic crisis, we have recovery in the region and the business is slowly regaining the power to return to normal. We are delighted that our customers continue to support the business.” The United Arab Emirates is a multicultural society, tourist hub, and exciting destination. Business in the region is one of the fastest growing in the Middle East and it is a safe and stable country with a strong economy. The UAE is also a strategic location for businesses with access to markets in the Middle East, Africa, and Asia. Recently, as testament to Alia and the team’s dedication and hard work, Fiafia was recognised in the UAE Business Awards and bestowed with the well-deserved title of Children’s Indoor Play Area of the Year 2023 – Dubai. Regarding the future, there is much to look forward to, and Alia is teeming with ideas of branching out and targeting different age groups, such as Fiafia for teens, a place to hang out and unwind for those caught between childhood and adult life. But for now the focus is, as always, very firmly on the customer. “We are always looking for that vibe in potential partners – passionate, determined, and hardworking,” she enthuses. “We take a chance on people – we trust them and value their contribution to the company. Their ideas and suggestions are always welcome to create an innovative way for the improvement of the products or services we offer.” Contact: Alia Alnabooda Company: Fiafia Kids Amusement Arcade LLC / Fiafia Play Area & Café Ltd Web Address: www.fiafia.ae F
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