Director, Asset Management at Doha Festival City, Tugrul Comert
Doha, Qatar: Doha Festival City, Qatar’s leading retail, leisure, and lifestyle destination, has announced the launch of its back-to-school campaign, Festival Academy, taking place from August 19 to September 12, 2026.
Running under the theme ‘One Journey. Endless Discoveries,’ the campaign aims to transform the mall into the ultimate family edutainment venue, seamlessly blending immersive educational workshops, interactive programmes, and rewarding shopping experiences. Spanning three specialised zones, Festival Academy offers a hands-on learning and discovery environment where children of all ages can engage in a curated menu of creative endeavours.
Academy Admissions, the journey’s entry zone, allows kids to register and receive their ‘Festival Academy Report Card’. As they participate in activities across the mall, they can collect stamps in their report card. Once their journey is complete, children can return to the Academy Admissions zone to redeem their rewards and celebrate with a memorable ‘cap and gown’ graduation photo moment, and play e-sports at the Digital Gaming Station.
Kids then take their report cards to the ‘Discovery Classroom’ zone, where they can explore their creativity through workshops on crafting personalised items such as shoes, bags and more, hosted by a selection of specialised retail partners.
The zone will also feature a range of STEM and science-focused workshops, including Science Gadgets Lab, Circuit Builders, Heart & Lungs Clinic and Little Animal Experts. This is in addition to Lego and Magnatile building stations, a fun bracelet-making masterclass, and a variety of health-focused, family-friendly workshops hosted by the Primary Health Care Corporation.
The Creative Classroom provides young learners with an inviting space to explore art and imagination. The zone features an art and design canvas corner, a puzzle corner, and a crafting corner, giving them the chance to create and personalise special back-to-school items that they can later take home.
Commenting on the occasion, Director, Asset Management at Doha Festival City, Tugrul Comert , said: “We are excited to welcome families to the Festival Academy, which creates an enriching, joyful experience that blends learning and entertainment for children, while offering their parents the opportunity to bond with them, create lasting memories, and enjoy a variety of rewards.”
He added: “By integrating interactive learning with our exceptional retail offerings, we are redefining the back-to-school season as an engaging experience that empowers young minds and brings the community together.”
As part of the initiative, families are invited to take part in a ‘Play, Spin and Win’ promotion and receive instant gifts, driving remarkable value for parents and students preparing for the academic year.
To anchor the festive atmosphere, Doha Festival City will also host a vibrant lineup of themed entertainment shows every weekend. Children and parents can look forward to live performances, science-themed shows, and roaming mascot parades. The Festival Academy activations will operate daily for eight hours throughout the campaign. More information on the workshops, participating brands, and weekend entertainment schedules is available on Doha Festival City’s official social media channels.
