Times Square Center: Building a community through more than retail

Times Square Center, located in the vibrant heart of Dubai, stands as a testament to innovation in retail, embracing the concept of ‘retailtainment’ – a fusion of retail and entertainment designed to enhance the shopping experience and drive sales. The mall focuses on curating a personalised customer journey at a community centre which encapsulates a philosophy of blending retail with community engagement, where visitors can expect a convenient experience when they shop in-store.

A new era in retailtainment

The mall is now under the guidance of General Manager, Nancy Ozbek, who joined Times Square Center with the objective of bringing her vision to fruition by transforming the mall into an experiential community centre. Her mission was to identify the ‘ideal visitor’ by understanding the needs of existing and prospective retailers and the broader community. This approach has been instrumental in the mall’s success. Since 2019, Times Square Center has introduced over 30 new brands, meticulously selecting tenants that align with the centre’s ethos of wellbeing, education, edutainment and sustainability.

“We focused on improving footfall using the right tenant mix and zoning the retail space,” Ozbek explained. This strategic focus has increased the mall’s operational level from 60% in 2019 to 90% today, with a 95% occupancy rate. The introduction of new brands and the emphasis on creating a vibrant, experiential environment have played key roles in this growth.”

Curating unique experiences

Times Square Center sets itself apart by offering a range of experiences that go beyond traditional retail. Visitors can enjoy music lessons at Melodica, high intensity workouts at Zumba Fitness, and for those seeking specialised services, Times Square Center offers assisted static stretching by a flexologist at Stretch Studio. Children can benefit from tutoring classes at the Tutoring Club, and health-conscious visitors can shop at a dedicated organic store. These offerings are designed to provide unique, in-person experiences that cannot be replicated online.

“The face of retail is constantly evolving, both regionally and globally. Our visitors are savvy and know how to shop around. They are looking for specific experiences that keep them coming back,” Ozbek noted.

Emphasising innovation and community

Times Square Center’s tenant onboarding criteria is straightforward: the mall seeks forward-thinking brands that promote wellbeing, education, edutainment and sustainability. Many of the mall’s tenants started as small vendors at community markets and have grown into successful retailers within the mall. This nurturing environment encourages entrepreneurship and innovation, supporting local businesses and enriching the shopping experience.

One of the mall’s recent projects, ‘Picnic Square,’ exemplifies Times Square Center’s commitment to innovation and sustainability. A LEED Certified space to meet, great and eat, this space integrates environmental considerations with community, creating a green, inviting area for visitors.

Addressing social issues and building partnerships

Times Square Center’s mission includes addressing social issues through its events and partnerships. The mall hosts forums, talks and workshops on topics such as mental health, sustainability and women’s rights, using its platform to foster awareness and drive positive change. By collaborating with women led enterprises and advocacy groups, Times Square Center empowers women and adds unique products and services to its retail mix. Partnerships with local artisans, craftsmen and food producers further ensure that the mall remains a vibrant and authentic representation of local culture. These collaborations enhance the mall’s appeal, providing visitors with a rich and diverse shopping experience.

Future outlook

Looking ahead, the community mall continues to prioritise innovative, in-store customer experiences. Visitors are encouraged to engage in creative activities, such as customising items at StuDIYo Lab’s woodworking workshop, exploring interactive galleries and participating in STEM classes at Roboland that ignite creativity and curiosity in every child, or purchasing tabletop board games at Back to Games for family enjoyment, rather than opting for more passive or screen-based entertainment options.

Ozbek’s leadership and the mall’s strategic focus have played a significant role in Times Square Center’s growth within the retail space. “Each of our brands has a story and purpose behind it, and we continuously look to promote this,” she said. Through a diverse tenant mix, experiential strategies and a strong commitment to community and sustainability, the mall strives to be a shopping destination that truly resonates with the heart of the community.

Times Square Center is more than just a mall; it is a community hub where people come to shop, learn and celebrate. By focusing on a community centric retail mix, providing experiences that go beyond shopping and fostering inclusive partnerships, the mall has successfully positioned itself as a favourite community destination. As it continues to evolve and innovate, Times Square Center remains committed to its vision of being a mall with the community at its heart, creating lasting memories and positive impact for all who visit.