The technical enablers for mobile augmented reality (MAR) are becoming robust enough to allow the development of MAR services that are truly valuable for consumers. Such services would provide a novel interface to the ubiquitous digital information in the physical world, hence serving in great variety of contexts and everyday human activities. To ensure the acceptance and success of future MAR services, their development should be based on knowledge about potential end users’ expectations and requirements. We conducted 16 semi-structured interview sessions with 28 participants in shopping centres, which can be considered as a fruitful context for MAR services. We aimed to elicit new knowledge about (1) the characteristics of the expected user experience and (2) central user requirements related to MAR in such a context. From a pragmatic viewpoint, the participants expected MAR services to catalyse their sense of efficiency, empower them with novel context-sensitive and proactive functionalities and raise their awareness of the information related to their surroundings with an intuitive interface. Emotionally, MAR services were expected to offer stimulating and pleasant experiences, such as playfulness, inspiration, liveliness, collectivity and surprise. The user experience categories and user requirements that were identified can serve as targets for the design of user experience of future MAR services.