e@Curve, formerly known as Cineleisure Damansara is a purpose-built entertainment-themed mall next to its sister shopping centre, the Curve at Mutiara Damansara. The architectural concept is similar to Cathay Cineleisure at Orchard Road, Singapore, where the primary design intent is to appeal to the youthful generation. The architecture and interior design blends the movie/shopping experience and the building is anchored by a state-of-the-art 16 screen cineplex. Retail planning for the shopping floors is based on the ?endless loop? concept, centred around 3 main atriums.