BurJuman: Dubai’s Original Mall Unveils a Bold New Transformation with ‘Right in the Heart’ Campaign

BurJuman Mall, one of Dubai’s earliest and most beloved retail landmarks, has unveiled a sweeping transformation that redefines its role in the city’s retail and lifestyle landscape. As part of its new consumer-facing brand campaign, ‘Right in the Heart’, the mall celebrates a multi-year redevelopment project that blends modern design, enhanced connectivity, and a refreshed brand philosophy while honouring its legacy as a Dubai original since 1991.

The redevelopment, launched in 2023, was rooted in deep consumer research to understand how residents’ shopping, leisure, and lifestyle behaviours have evolved. The result is a revitalised space positioned at the intersection of lifestyle, leisure, and retail excellence. “This transformation represents far more than a physical redevelopment; it marks a renewed chapter for BurJuman Mall,” said CEO Ghaith Shocair, noting strengthened relationships with visitors, tenants, and partners.

Supported by significant investment, the phased redevelopment refreshed more than 75,000 sqm of retail and public space, built around four pillars: product, retail mix, digital enhancement, and positioning. These strategic improvements have already driven notable success, including double-digit growth in footfall in 2025, increased dwell time and conversion, and higher overall sales compared with 2024 powered by an upgraded tenant mix and enhanced customer experience.

Movement and Comfort-

Improved accessibility has been central to the transformation. The mall now features new and realigned escalators and travelators, redesigned entrances, expanded circulation zones, and a revitalised aesthetic staircase now integrated into visitor flow. The newly opened Entrance 5 provides direct Level 1 access from Al Mankhool, while Entrance 3 receives a new escalator network with an upcoming elevator connecting the Ground Floor to Level 3. Additional washrooms and more seating zones further elevate comfort.

The renewed food court and The Deck, an outdoor dining terrace, now include more seating, greenery, and natural light reflecting Dubai’s growing appetite for social, al fresco-style dining

A Curated Mix of Brands-

BurJuman has modernised its retail offer with a strong mix of international anchors, regional concepts, and emerging lifestyle brands. Roughly 70 new additions include Centrepoint, Puma, Anta, Home Box, R&B, Mia by Tanishq, Emax, Vero Moda, Nysaa, X Beauty, Terranova, Steve Madden, Louis Philippe, Rivoli Group, and Titan Eye+. These additions have raised occupancy to around 90%, drawing steady footfall from families, residents, and working professionals.

A Seamless Experience-

Digital upgrades have played a major role in the transformation. BurJuman now features ticketless paid parking, interactive directories, vertical digital totems, and a digital gift card platform. The mall also repurposed two key spaces B Hub and B Hive for collaboration and creativity. Since its opening in 2025, B Hive alone has welcomed an average of 10,000 monthly visitors and achieved an impressive Net Promoter Score (NPS) of 72%, signalling strong engagement with Dubai’s urban audience. 

Brand Renewal and Emotional Connection-

Beyond physical upgrades, BurJuman refreshed its brand essence in 2023 to better express its values and visitor experience. Its new positioning focuses on enhancing everyday life through meaningful moments reaffirming BurJuman as a destination shaped by people, culture, and discovery. The ‘Right in the Heart’ campaign reflects this renewed vision, reinforced through a brand film, digital amplification, outdoor media, radio, metro presence, and immersive in-mall storytelling stations.

Centrally located in Bur Dubai and supported by direct metro access, BurJuman welcomes over 24 million visitors annually. Its transformation and new brand direction not only honour more than three decades of heritage but also position the mall for continued growth and renewed relevance among Dubai’s next generation of shoppers, families, and global brands.