The Mall of the Emirates is a shopping mall in the Al Barsha district of Dubai. It was developed by Majid Al Futtaim Properties under the leadership of its CEO, Peter Walichnowski, who was also the developer of "Bluewater" near London, Europe's most successful shopping mall. The mall was designed by the American architectural firm, F+A Architects. Prior to the opening of the Dubai Mall (the world's largest mall), the Mall of the Emirates was the second largest shopping mall in the Middle East, slightly smaller than City Stars mall. It contains approximately 2,400,000 square feet (220,000 m2) of shops and the entire mall forms a total of approximately 6,500,000 square feet (600,000 m2). on September 1, 2010 the new extension to the mall will open, adding more than 40 luxury stores. In a global perspective, the World's second largest shopping mall, the South China Mall in Dongguan, China, contains approximately 7,100,000 square feet (660,000 m2) of shopping space in a complex that totals approximately 9,600,000 square feet (890,000 m2). The Mall of the Emirates, saw overall footfall increase by an estimated 1.3 percent to 31 Million in 2010, and Dubai’s second biggest shopping centre hosted 30.6m visitors in 2009.