Flash mobs find only cool reception in Dubai malls

Uncertainty over protocol earns social media craze a cool reception from the public

Firas Natour ties his shoelace and Jordan Baker looks at his watch during the flash mob at Mall of the Emirates in August 2008.

DUBAI // Firas Natour has a message for mallgoers: "I want to tell Dubai's residents to watch their step, because they never know when the person standing next to them will suddenly freeze."

The 28-year-old Jordanian is not talking about temperatures. He is describing a "flash mob", a phenomenon he and a group he founded have brought to the UAE.

The group will mark its two-year anniversary next month, and has pulled off three events. After its first gathering at Mall of the Emirates, where five people took part, the turnout at a robotic dance flash mob at Mercato was better but still limited, Mr Natour said. Then about 10 people took part in a double-freeze flash mob that lasted for close to eight minutes at Dubai Mall's Fashion Catwalk Atrium in June of last year.

Flash mobs, a gathering of strangers in a public place organised through social networking sites, have been around since at least 2003. Participants will generally perform an amusing or unusual act for a few minutes before dispersing. Successful flash mobs have been organised in cities across the world. Online videos show hundreds of people meeting at a specified venue to perform a synchronised dance routine, engage in a pillow fight or stand frozen in place.

Dubai's First Official Flash Mob group started with about 100 members, but has grown to almost 700 through word of mouth. Despite that number, turnout at events has been limited. Security concerns quickly surfaced when the group tried to organise its first gathering in August 2008. Participants received instructions a week or two before the event, with some details disclosed only hours before. But the group could not retain the element of surprise.

"News of the first flash mob we planned was leaked to the media, so the event had to be postponed to ensure the safety of all participants," said Mr Natour, who is now based in the US. "I had to explain to the mall management and the police what the event was about. Both were understanding, and thankfully gave us permission to do a freeze flash mob in the mall." Mall of the Emirates said in a statement that it has been the site of such an event without any inconvenience to shoppers.

"Mall of the Emirates respects the cultural sentiments of its visitors and welcomes all activities as long as they are held within the cultural boundaries and laws of the UAE," a representative said. Mohamad Kobrosly, a Lebanese member of the group, plans to take part in the upcoming flash mob, which organisers expect will draw about 30 people. He participated in four events in Beirut, each of which had a turnout of 200 to 300 people. Mr Kobrosly said people tended to hesitate about joining here because they were not sure how the authorities would react.

"A flash mob is meant to be fun, creative and interesting. It's not against the law, but expatriates in Dubai may be worried about what is acceptable and tolerated," he said.