Dubai, UAE, 23 July 2026: Waterfront Market, Dubai’s leading fresh food destination, is launching Growtopia, a free summer learning experience developed in collaboration with Greeneration, a Dubai-based high-end chain of vertical farms supplying the region’s luxury HoReCa with locally grown pesticide-free healthy ingredients. Growtopia will introduce children to the future of food, modern farming methods, food innovation, healthy eating habits and the journey of produce from local farms to table.
Running from 23 July to 31 August, Growtopia will transform Waterfront Market into an interactive food-learning destination during the school holidays. Designed for families looking for free things to do in Dubai this summer, the indoor experience combines practical learning with engaging activities that children and parents can explore together.
Through a series of engaging activities and live learning stations, children will explore how plants can grow in innovative controlled-environment vertical farms and without soil, discover the role of light and water in food production, understand the healthy diet concepts and learn how fresh ingredients move from farm to market and table eliminating the need for imports.

Each participating child will receive a grow punnet to take home, allowing them to continue growing and learning after their visit, with opportunities to win additional goodies.
The learning journey will also extend across Waterfront Market through the Little Explorers Passport, an interactive activity guide that encourages children to visit different areas of the Market, complete educational challenges and discover more about fresh food, traders and the Market to Table journey.
“Growtopia brings together education, fresh food and discovery in a way that is relevant and accessible to children and families. As a destination closely connected to Dubai’s food journey, Waterfront Market plays an important role in helping younger generations understand how food is grown, where it comes from and why responsible food choices matter. Through our collaboration with Greeneration, we are making these conversations engaging, educational and enjoyable,” said Mohammad Al Madani, Associate Director – Senior Centre Manager at Waterfront Market.

Roman Ulyanov, Founder & CEO of Greeneration, said: “The UAE imports the vast majority of its fresh food today, and the National Food Security Strategy 2051 sets a clear national goal to change that through technology and local production. That’s the work we do every day at Greeneration, and it’s exactly what Growtopia introduces to children — that growing food indoors, without soil, in a desert climate, isn’t science fiction. It’s already happening here in Dubai, and they're the next generation equipped to develop this innovation even further.”
Daria Shchurik, Head of Growth & Marketing at Greeneration, said: “Growtopia gives children an early, hands-on introduction to vertical farming and next-gen agriculture, so the next generation grows up ready to be part of solving food security in extreme climates like ours. At Greeneration, we're proud to support incredibly important projects like this one”
Growtopia is open daily from 2:00 PM to 10:00 PM at Waterfront Market in Deira from 23 July to 31 August 2026. The experience is free and suitable for children aged two and above. Families can walk in and register at the Customer Service Desk in the Central Atrium.
For more information, visit www.waterfrontmarket.ae or follow @wfm.uae on Instagram and @wfmuae on Facebook. For more information about vertical farming in the UAE, visit www.greeneration.ae or follow @greeneration.ae on Instagram.