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Belgrade Diary 1: Where Retail and Urban Life Meet
Belgrade is one of Southeast Europe’s most prominent retail destinations, distinguished by its modern shopping centers, strong high-street retail culture, and vibrant urban life. By blending its historical character with a contemporary retail approach, the city transforms shopping from a purely commercial activity into a social and cultural experience.
During our visit to Belgrade with our team, we had the opportunity to explore some of the city’s leading shopping centers, including BEO Shopping Center, Ada Mall, Galerija Belgrade, UŠĆE Shopping Center, Mercator Center, Delta City, and Rajićeva Shopping Center, as well as key commercial streets with high pedestrian traffic such as Knez Mihailova and Skadarlija.
BEO Shopping Center (43,000 m²): Belgrade’s Rising Retail Destination
One of the first stops on our Belgrade trip was BEO Shopping Center. Opened in 2020, this modern shopping center, with approximately 130 stores, is one of Belgrade’s newest and most eye-catching retail destinations.
The first thing we noticed while exploring BEO was its spacious and bright atmosphere. With wide corridors, architecture that maximizes natural light, and a strong tenant mix, it feels less like a conventional shopping mall and more like a modern lifestyle destination where visitors can comfortably spend time.
In addition to brands in fashion, technology, beauty, and food & beverage, the center also features a cinema, further strengthening its role as a social destination. With its next-generation design and strong emphasis on user experience, BEO Shopping Center offers an excellent example of Belgrade’s contemporary retail approach.
Galerija Belgrade (95,000 m²): Belgrade’s New Lifestyle Showcase
Without a doubt, Galerija Belgrade was one of the most impressive stops during our visit. Opened in 2020 and home to approximately 300 stores, this landmark center is one of the key components of the Belgrade Waterfront urban regeneration project.
From the moment we stepped inside, we felt that this was much more than a traditional shopping mall. Its location along the Sava River, spacious interiors flooded with natural light, and expansive terraces create an exceptionally enjoyable atmosphere. The river views from the upper floors are among the details that make Galerija truly unforgettable.
Premium brands such as Boss, Michael Kors, Karl Lagerfeld, and Sephora reinforce the center’s upscale positioning, while restaurants, open spaces, and pedestrian promenades naturally encourage visitors to extend their stay.
We also had lunch at Giulia, a restaurant we thoroughly enjoyed for both its stylish concept and river views. Inspired by Mediterranean and Italian cuisine, Giulia combines excellent food with an elegant yet relaxed atmosphere. This stop once again highlighted the important role that food and beverage offerings play in enriching the shopping center experience.
Our break overlooking the river clearly demonstrated that Galerija delivers not only a strong retail offer, but also a compelling lifestyle and gastronomic experience.
Ada Mall (34,000 m²): A Shopping Experience Enhanced by River Views
Our next stop was Ada Mall, developed by Poland-based GTC Group and opened in 2019. With its location on the banks of the Sava River and its contemporary architecture, the center immediately captures attention.
Home to approximately 100 stores, including Zara, Nike, and LC Waikiki, Ada Mall impressed us most with its airy atmosphere and spectacular river views from the upper floors. Thanks to its generous terraces and architectural design that maximizes natural light, shopping here feels far more enjoyable than a typical mall experience.
Saint Sava Temple: One of Belgrade’s Iconic Landmarks
After an intensive retail tour, we took a short break at the Church of Saint Sava, one of the largest Orthodox churches in the world and one of Belgrade’s most important landmarks.
Its monumental architecture, peaceful atmosphere, golden mosaics, and vast dome were truly impressive. It is a must-see destination for anyone wishing to experience the cultural and spiritual side of Belgrade.
Tri Šešira: Discovering Traditional Serbian Cuisine
For dinner, we headed to the historic Tri Šešira restaurant, located in Belgrade’s bohemian Skadarlija district.
Serving guests since 1864, this long-established restaurant offers some of the best-known examples of traditional Serbian cuisine in an authentic setting. Here, we had the opportunity to try Ćevapi, one of Serbia’s most famous dishes. Similar to grilled meatballs, this local specialty was served with warm bread and traditional accompaniments, and was absolutely delicious.
Accompanied by live music and a welcoming atmosphere, this dinner was one of the most enjoyable moments of our trip and offered an excellent introduction to Belgrade’s rich culinary culture.
