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Belgrade Diary 2:
UŠĆE Shopping Center (46,000 m²): A Benchmark Retail Destination
We began our second day in Belgrade at UŠĆE Shopping Center, one of the city’s strongest and most heavily visited retail destinations. Located near the confluence of the Sava and Danube rivers, the center benefits from excellent accessibility and attracts a consistently high volume of visitors throughout the day.
Opened in 2009 and continuously updated over time, UŠĆE is home to approximately 140 stores. Brands such as Zara, Massimo Dutti, Nike, and Sephora demonstrate the center’s appeal to a broad customer base.
With its strong tenant mix, high visitor potential, and well-established market position, UŠĆE stands out as one of Belgrade’s most successful and stable shopping centers.
Mercator Center (23.000 m²): One of Belgrade’s Retail Pioneers
Our next stop was Mercator Center, one of Belgrade’s oldest shopping centers. Opened in 2002, it is widely regarded as one of the first examples of modern retail in Serbia.
Located in New Belgrade, Mercator Center combines its hypermarket-led concept with fashion, services, and food & beverage offerings. Brands such as LC Waikiki, dm, and various local retailers allow the center to effectively meet everyday shopping needs.
Rather than relying on architectural spectacle, Mercator stands out through its functionality and demonstrates the enduring importance of a well-curated tenant mix and strong anchor tenants.
Durmitor Restaurant: A Memorable Taste of Traditional Balkan Cuisine
For lunch, we stopped at Durmitor Restaurant, one of Belgrade’s most popular dining spots. With its warm atmosphere and menu that combines traditional Balkan cuisine with modern presentation, the restaurant made an excellent first impression.
The dishes, particularly the meat specialties, were outstanding. Generous portions, quality service, and a relaxed ambiance made it clear why the restaurant is favored by both locals and visitors tourists.
Delta City (29.800 m²): Serbia’s First Modern Shopping Mall
After lunch, we visited Delta City, a landmark project in the development of Belgrade’s retail market. Opened in 2007, the center is recognized as Serbia’s first modern shopping mall and remains one of the city’s strongest retail destinations.
With approximately 30.000 square meters of gross leasable area, Delta City brings together leading brands such as Zara, H&M, New Yorker, and Cineplexx. Although it is a more mature project, the center continues to perform strongly thanks to its robust tenant mix and loyal customer base.
What stood out most during our visit was its ability to maintain both visitor traffic and relevance over the years, underscoring the long-term value of the right location and a strong tenant mix.
Modern Retail in a Historic Setting
One of the final stops of the day was Rajićeva Shopping Center, located adjacent to Knez Mihailova Street, Belgrade’s busiest pedestrian thoroughfare. Opened in 2017, the center is a successful example of integrating contemporary retail into a historic urban environment.
Home to brands such as Zara, Reserved, and Sephora, Rajićeva attracts both local shoppers and tourists thanks to its prime location.
The highlight for us was the panoramic view of Belgrade from the upper terrace. Spending time against the backdrop of the city’s historic skyline made the experience particularly memorable. Rajićeva is an excellent example of how a prime location can be transformed into a compelling retail experience.
Republic Square: Feeling the Energy of Belgrade
At the end of the day, we headed to Republic Square, one of Belgrade’s most vibrant and lively public spaces. Surrounded by the National Museum, National Theatre, and the Prince Mihailo Monument, the square serves as the heart of the city’s social life.
In the evening, the atmosphere was especially enjoyable. Street performers, bustling crowds, and the surrounding historic architecture made it one of the best places to experience Belgrade’s dynamic energy.
After spending some time in the square, we stopped by Crna Ovca, one of Belgrade’s most beloved ice cream shops, for a sweet break.
Known for its creative flavors made with natural ingredients, Crna Ovca is definitely a must-visit while exploring the city. This was the perfect way to conclude our second day in Belgrade, combining retail insights, local flavors, and the vibrant spirit of the city.
