Mindsbourg (Galleria Mall Project)

Context & Goal

Abu Dhabi’s Galleria Mall was losing its luster, declining footfall, waning shopper interest, and flat tenant revenues. My mandate: lead a data-driven turnaround from research through relaunch.

Challenge

Outdated branding, weak promotions, and an undifferentiated tenant mix made the mall feel “last season.” We needed to recapture audiences, fast.

Approach

• Holistic Research: Focus groups, intercept surveys, and online polls (n=1,200+) to map shopper motivations and pain points

• Prioritization with RICE: Benchmarked against competitor malls, then scoped quick-hit activations (pop-ups, decor themes) versus longer-term brand refresh

• Integrated Relaunch:

  • Teaser campaigns and influencer takeovers to stoke social buzz

  • Experiential activations (fashion pop-ups, live music) to drive trial visits

  • New visual identity rolled out in signage, digital screens, and wayfinding

• Performance Tracking: Footfall counters and social-listening dashboards for real-time insights

Impact

• 150% uplift in monthly footfall within two months of relaunch

• 3000+% spike in social-media engagement (likes, shares, comments)

• 35% longer average dwell time - fueling F&B and retail uplift

• 20% jump in new-tenant inquiries

Additional Highlights

• Led strategy for Rainbow Milk’s brand refresh and ADNOC’s employee-engagement campaigns

Client Feedback

“Your blend of strategic rigor and creative flair reawakened Galleria Mall, guests are back in droves. Truly transformative!” - Director of Marketing, Galleria Mall, Abu Dhabi, UAE