BurJuman Mall completes major transformation, launches ‘Right in the Heart’ to mark new phase
text_fields
BurJuman Mall has announced the progress of its multi-year transformation and the launch of its new consumer brand campaign, Right in the Heart.
The redevelopment, initiated in 2023, was based on consumer research examining shifts in retail and lifestyle habits. Covering more than 75,000 square metres, the phased investment has modernised the mall’s design, tenant mix and digital systems.
The project’s four pillars, product, retail mix, digital enhancement and positioning, have led to upgrades across circulation zones, new and realigned escalators, travelators and a redesigned entrance network. Entrance 5 now provides direct access from Al Mankhool, while Entrance 3 includes a new escalator system and a forthcoming elevator to improve connectivity. Additional seating areas and new washrooms have also been added.
Dining areas have been reconfigured under The Deck, offering expanded outdoor seating and greenery. Around 70 new brands have joined, including Centrepoint, Puma, Anta, Home Box, R&B, Emax, Steve Madden and Louis Philippe, bringing occupancy to about 90 percent. BurJuman reports double-digit increases in footfall and sales compared to 2024.
Digital systems now include ticketless parking, interactive directories and a digital gift card platform. Community spaces such as B Hub and B Hive have been created to host social and creative events, with B Hive attracting about 10,000 visitors per month and achieving a Net Promoter Score of 72 percent.
The Right in the Heart campaign, supported by digital, outdoor and in-mall media, highlights BurJuman’s role as both a physical and emotional centre for its visitors. CEO Ghaith Shocair said the redevelopment reflects a renewed focus on accessibility, experience and innovation as the mall continues to evolve with the city.
Located in Bur Dubai with direct metro access and more than 24 million annual visitors, BurJuman Mall’s completed transformation positions it for sustained growth in Dubai’s competitive retail sector.