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Belgrade Diary
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.
Following our retail tour, we visited the iconic Church of Saint Sava, one of Belgrade’s most recognizable landmarks, and experienced the city’s rich historical and cultural atmosphere. We concluded the day at Tri Šešira, a historic restaurant in the charming Skadarlija district that has been serving guests since 1864. There, we had the opportunity to taste Ćevapi, one of Serbia’s most famous traditional dishes, gaining a deeper appreciation of the local culinary culture.
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.
Day 2:
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.
The center’s ability to maintain its vitality over the years once again demonstrates the importance 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.
