Ferco Seating Systems, one of the world’s leading manufacturers of auditorium and cinema seating, has helped VOX Cinemas, the Middle East’s largest and most innovative cinema exhibitor, set a new global benchmark for premium large format (PLF) moviegoing with the launch of its newly refurbished IMAX auditorium at Mall of the Emirates in Dubai. Recognized as the most innovative IMAX experience in the world to date, the project combines ?ma Cinema’s architecturally striking premium pods with Ferco’s Verona Zero Wall Recliners and Milano Glide seats to create a truly differentiated luxury experience.

At the heart of the auditorium are seven exclusive ?ma viewing pods, a patented semi-private seating architecture conceived by renowned French architect Pierre Chican. Within these pods, VOX selected Ferco’s Verona Zero Wall Recliner with Cocoon Enclosure Panel as the seating solution of choice, integrating it seamlessly into the tiered pod structure. The result is an ultra-exclusive viewing environment that delivers precise sightlines, uncompromising comfort, and a heightened sense of privacy for up to 35 guests across 14 sets of Verona Recliners.

The Verona Recliner with Cocoon Enclosure transforms each position into a personal comfort space, complete with plush pillows and blankets, dedicated lumbar and headrest motors for individualized ergonomic support, and an integrated heating system for personalized thermal comfort. Guests also enjoy full waiter service and a curated gourmet menu served directly to their seats – a service level VOX is among the first to offer inside an IMAX auditorium. Each Verona seat is further enhanced with reading lights, swivel tables for in-seat dining, and built-in wireless charging, while pod patrons gain exclusive access to the VOX THEATRE Lounge before and after the show.

Complementing the ultra-premium pods is a fully refurbished main floor featuring 130 Milano Glide seats. Designed as a premium yet more casual alternative, Milano Glide offers plush, thick foam headrest padding for additional support and long-session comfort, along with removable padding elements that make cleaning and maintenance more efficient. The smooth glide mechanism allows patrons to intuitively adjust their position, while a smart swivel table with built-in cupholder maximizes armrest real estate and provides a convenient location for food and beverages.

Together, the Verona Recliner and Milano Glide create a tiered service model within a single IMAX auditorium: guests can choose between the ultimate in high-end exclusivity in the ?ma pods or an elevated, comfortable PLF experience on the main floor. This strategic deployment of Ferco’s seating solutions aligns with VOX Cinemas’ mission to “create great moments for everyone, every day,” offering clearly differentiated price points and experiences without compromising on comfort or operational efficiency.

“VOX Cinemas’ IMAX at Mall of the Emirates is a powerful example of how seating can unlock new levels of guest experience and commercial performance in PLF auditoriums,” said Tim Barr Founder and CEO of Ferco Seating Systems. “By combining the ?ma Cinema pod architecture with our Verona Recliners and Milano Glide, VOX has created a space that feels both spectacular and deeply personal. It’s a template we believe many operators will look to as they rethink the future of premium cinema.”

For VOX Cinemas and its parent company Majid Al Futtaim, the refurbishment underscores a broader strategic commitment to innovation and luxury. The semi-private pod structure, paired with differentiated seating and service levels, gives the venue a distinctive, future-proof proposition that stands apart from more traditional cinema designs and responds directly to evolving audience expectations for comfort, exclusivity, and in-seat service.

About Ferco Seating Systems
Over nearly 40 years Ferco Seating Systems has been serving a range of industries with its state-of-the-art spectator seating. One of the world’s largest manufacturers of auditorium, cinema, education and sports spectator seating, Ferco has sales offices in the United Kingdom and Dubai with its design, engineering and manufacturing facility based in Malaysia. Venues across the world in receipt of Ferco’s products include some of the biggest names in cinema (Odeon, Muvi, VOX, Cineworld, Regal, Cinépolis PVR) and theatre, sporting stadia, concert halls, auditoria and educational institutions. Having worked with some of the most respected international architects, Ferco is proud to partner on groundbreaking projects around the world.

For more information, please contact Sam Chee at samchee@fercoseating.com or visit Ferco’s website.