Launches new brand campaign ‘Right in the Heart’
BurJuman Mall, a Dubai original since 1991, has unveiled its new consumer-facing brand campaign, ‘Right in the Heart’, following a comprehensive, multi-year transformation programme that has redefined the mall’s experience, design, and positioning.
The redevelopment, initiated in 2023, was guided by extensive consumer research and insights into changing retail and lifestyle behaviours, ensuring BurJuman remains a relevant, super-regional destination positioned at the intersection of lifestyle, leisure, and retail excellence, according to a press release.
Backed by an investment, the phased transition has refreshed over 75,000sqm of retail and public space, delivering significant improvements in comfort, connectivity, and brand variety. The framework was built around four pillars–product, retail mix, digital enhancement, and positioning, with each element designed to translate strategic intent into measurable enhancement.
“Right in the Heart captures this renewed energy as a campaign that reflects who we are today and the direction in which we’re headed,” stated Ghaith Shocair, CEO, BurJuman Mall.
Travelator networks
Architecturally, BurJuman Mall has introduced new and realigned escalators and travelator networks throughout the mall, improving vertical mobility and sightlines. Redesigned entrances and circulation zones now make access faster and more intuitive.
The redeveloped food court and outdoor terrace dining area, The Deck, now feature expanded seating, abundant greenery, and natural light, reflecting Dubai’s growing appetite for open, social dining environments.
The retail mix has been modernised to balance international anchor brands with regional and emerging concepts. Digital integration has further enhanced visitor convenience. Ticketless paid parking, interactive directories, vertical totems, and a new digital gift card platform make shopping and navigation seamless.
The ‘Right in the Heart’ campaign serves as the emotional articulation of this evolution, positioning BurJuman Mall as both a physical and emotional centre for its visitors; a place where lifestyle, culture, and connection converge.
