You can say malls and Dubai are synonymous with one another. Think of Dubai and you think of a mall, whether that’s the glamorous Dubai Mall or the local city centre. But malls in Dubai go beyond the shopping experience. After home and school/work, malls are the third space of Dubai society, providing a space where the community can just be.
Speaking to Nancy Nese Ozbek, General Manager of Times Square Center, we dig deeper into this fascination with how a mall, out of all things, became the de facto third space in Dubai.
“Having spent over 20 years in the retail industry, I’ve seen firsthand how malls have evolved and how deeply they’re woven into the fabric of our communities,” says Nancy. “They’re no longer just about shopping, they’re about connection, belonging, and shared experiences. I believe malls play an incredibly important role in community life. They provide a safe, inclusive environment where people can come together, celebrate milestones, learn, and simply enjoy being part of something familiar and comforting.”
And my own past is testament to this sentiment. Growing up in Dubai in the early 2000s, malls were an integral part of my adolescence and teenage years. Afternoons after school were spent in Al Ghurair Centre, the oldest mall in the Emirate, whereas birthdays were celebrated at Deira City Centre, the fanciest place we could think of. The not-so-pretty history was also tied to malls, petty fights between rival “gangs”, and dramatic breakups between 13-year-olds would take place behind BurJuman mall. In fact, the phrase “behind BurJuman” elicits equal parts nostalgia and cringe. These were central spaces to spend the rest of your time when, realistically, there was nowhere to go.
But now, Dubai doesn’t foster that “small town” vibe anymore. Almost every day, there is something new happening. Blink and you would miss it. And yet, malls are still thriving, with one existing in almost every prominent area in Dubai.
The reason why we continue to gravitate towards malls is more practical than anything; it’s the weather. And because we reach towards malls to shelter away from the heat, malls themselves evolved from retail spaces to broader, community-oriented spaces so we can spend time inside without shopping. How else can you explain the ice rinks, the amusement parks, the art galleries, and the plush sofas for people to sink into? The two reasons feed into one another: people visit malls to avoid the heat and because people visit malls for reasons unrelated to shopping, the malls adapt accordingly to retain their visitors.
According to Nancy, malls thrive all year round because of this evolution, saying, “A true third space is about how people feel when they’re in it—relaxed, welcomed, and connected. For malls, that comes from offering experiences that go beyond retail: spaces for children to learn, families to bond, and communities to engage. Of course, in our region, the weather plays a big role. During the hotter months, malls naturally become the preferred destination for leisure and social interaction. But when the weather cools, we definitely see a beautiful shift because families enjoy outdoor events, weekend markets, and open-air activities. That said, even then, the mall remains an anchor. People still gravitate toward it for comfort, familiarity, and the sense of togetherness it provides.”
This philosophy is also how Nancy focuses on Times Square Center. “At Times Square Center, our approach has always been deeply people-centred. I see our mall as an extension of the community; a place where visitors feel at home. We curate our experiences thoughtfully, focusing on education, wellness, and family engagement. Whether it’s through creative workshops, wellness programs, or community-led initiatives, we aim to create meaningful connections rather than just footfall. What makes Times Square Center special, in my view, is its warmth—it’s genuine, approachable, and built around real human interaction,” says Nancy. While not as big as some of the popular malls out there, Times Square Center makes up for it in charm. Catering to every little niche you can think of, it has become my third space, especially for when I’m looking to indulge in crafts, books, and fashion.
