Dubai, UAE-BurJuman Mall, one of Dubai’s earliest and most iconic retail destinations, is embarking on a bold transformation aimed at reimagining the shopping, dining, and lifestyle experience. As part of this evolution, BurJuman Mall is introducing new homegrown concepts, with one prominent “Dubai original” brand stepping into its next era through an upgraded flagship space.
The mall, which has held a prominent place in the heart of Bur Dubai for over three decades, is shifting its strategy toward experience-led retail, local entrepreneurship, and lifestyle engagement. This transformation includes modernized interiors, dedicated zones for homegrown brands, elevated dining concepts, digital integration for enhanced customer experience, and lifestyle-focused facilities including co-working lounges, wellness hubs, and interactive cultural spaces.
One of the key highlights of this shift is the relaunch of a celebrated Dubai-originated brand-known for embodying the city’s spirit of innovation, culture, and contemporary aesthetics. While the brand name has not been formally disclosed ahead of its official launch, sources confirm that it is a locally established fashion and lifestyle brand that has had a long-standing association with Dubai’s retail identity. The brand will occupy a premium, redesigned space within BurJuman, featuring interactive digital displays, customization services, and in-store experiences designed to attract both residents and tourists.
According to BurJuman Mall representatives, the transformation is part of a broader vision to create “a community-driven retail environment that blends tradition with the future of shopping.” The mall aims to support homegrown concepts, focusing on sustainability, cultural relevance, and digital innovation. The initiative aligns with Dubai’s economic diversification strategy and the city’s growing push to promote Emirati brands on an international level.
The mall is also introducing immersive areas such as an “Innovation Street,” pop-up kiosks for new businesses, cultural exhibitions, and seasonal showcases celebrating design, fashion, and technology. Retail experts say this shift reflects a wider trend in the UAE’s mall industry, where the emphasis is now on experiences rather than just traditional retail.
“BurJuman will forever be part of Dubai’s retail heritage, but the future belongs to brands that can evolve,” a senior spokesperson for the mall said. “We are honoring the past while creating a future that speaks to today’s consumers-creative, digital, experience-driven, and community-oriented.”
The interior redesign includes modern architectural elements, open-plan layouts, daylit atriums, and upgraded seating lounges, all intended to make the mall more experiential and lifestyle-centric. The upgrade also includes enhanced digital access, smart navigation, and digital payment hubs, improving convenience for shoppers.
Industry analysts suggest that BurJuman Mall’s transformation is a vital step in retaining relevance amid the rise of new shopping destinations such as Dubai Hills Mall and Mall of the Emirates, while also competing with newer experiential hubs like City Walk and Al Seef.
The launch of the renewed space, along with the mystery Dubai original brand, is expected to be unveiled within the first quarter of 2026. The event is likely to be accompanied by live cultural performances, fashion experiences, and community engagement programs.
As Dubai continues to reinvent its retail landscape, BurJuman Mall’s transformation serves as a bridge between legacy and innovation—celebrating the old while embracing the new.
