BurJuman Mall, one of Dubai’s pioneering retail landmarks, has unveiled the culmination of a comprehensive multi-year transformation that has fundamentally reimagined the 1991-established property. The reinvention, initiated in 2023, represents a strategic pivot from traditional retail to an experience-centric urban hub designed for contemporary consumers.
The metamorphosis extended beyond aesthetic enhancements to incorporate profound structural and operational improvements. Over 75,000 square meters of retail and public space underwent redevelopment, featuring optimized walkability, reconfigured escalators, modernized entrances, and the newly created Entrance 5 providing direct Level 1 access from Al Mankhool. These infrastructural upgrades have yielded measurable success, with double-digit growth in both foot traffic and sales performance compared to previous years.
At the core of the transformation lies a meticulously curated retail mix featuring approximately 70 new additions including Centrepoint, Puma, Steve Madden, and Rivoli Group, elevating occupancy rates to approximately 90%. The dining experience has been revolutionized through the redeveloped food court and The Deck—an outdoor terrace area designed to emulate urban social spaces with natural light and greenery.
Digital innovation permeates the visitor journey through ticketless parking systems, interactive directories, and digital gift cards. The mall has further strengthened its community appeal with B Hub and B Hive—repurposed spaces attracting thousands monthly and achieving a remarkable 72% Net Promoter Score through collaborative programming and events.
CEO Ghaith Shocair characterized the transformation as “a renewed chapter” for the mall, emphasizing enhanced accessibility through a new metro entrance and forthcoming elevator at Entrance 3. The mall’s rebranding campaign, “Right in the Heart,” serves as both geographic descriptor and philosophical statement, reflecting BurJuman’s commitment to connection, discovery, and elevated everyday experiences.
With its central Bur Dubai location, direct metro connectivity, and over 24 million annual visitors, the transformed BurJuman Mall positions itself as an inclusive, innovative destination ready for Dubai’s future retail landscape.