In an era where legacy malls must reinvent themselves or risk irrelevance, Urban Edge’s ambitious redevelopment of Bergen Town Center (BTC) shows what the future of retail real estate could look like. As one of Paramus, New Jersey’s top retail destinations—with more than one million square feet of mixed indoor and open-air space—BTC is undergoing a transformation that goes far beyond cosmetic upgrades.
Urban Edge is not simply refreshing outdated facades; it is redesigning the entire pedestrian experience, rethinking placemaking, and repositioning the property with a curated food-and-beverage lineup aimed at differentiating BTC in one of the most competitive retail submarkets in the United States.
A Redesign Built Around People, Not Buildings
Urban Edge COO Jeff Mooallem describes the redevelopment as a fundamental shift in how the property connects with visitors. Rather than relying on “superficial fixes,” the redesign focuses on transforming an auto-oriented retail layout into a space where walking feels intuitive and inviting.
Key motivations included:
•Creating a pedestrian-friendly environment without reducing parking capacity
•Preserving the property’s historical significance as a New Jersey retail landmark
•Reimagining the massive building structures so they feel approachable at street level
Mooallem summarized the intent succinctly: this was “placemaking, not paint.”
His perspective aligns with a broader industry trend—retail centers that successfully blend convenience with experiential design are outperforming traditional malls, particularly in dense suburban markets like Paramus.
The Design Strategy: Let the Tenants Shine
One of the clever tactics Urban Edge employed was adjusting visual weight and scale. BTC’s buildings, some of which date back decades, have large, industrial-like façades that can feel imposing.
To counter that, the redevelopment:
•Uses a simple black-white-gray color palette to minimize architectural bulk
•Draws visual attention downward to signage and storefronts
•Allows tenant branding—not building massing—to provide color and energy
This design approach accomplishes two things:
•It modernizes aging structures without costly reconstruction.
•It ensures retailers become the visual stars of the center—a critical advantage in a market defined by intense brand competition.
A Curated Food & Beverage Strategy Sets BTC Apart
The redevelopment’s second major pillar is a refreshed food-and-beverage ecosystem, with an emphasis on unique, first-to-market brands. In a submarket saturated with national chains, Urban Edge is intentionally bringing in names shoppers can’t find anywhere else in Paramus.
New and upcoming openings include:
•First Watch — a fast-growing breakfast-brunch-lunch concept
•Tatte — a bakery and café chain known for upscale ambiance
•Tommy’s Tap & Tavern — a local New Jersey favorite opening its first Paramus location
By selecting differentiated culinary offerings, BTC is addressing one of retail real estate’s strongest post-pandemic trends: distinctive F&B drives traffic, dwell time, and repeat visits, especially in hybrid indoor-outdoor centers.
Customer Response: Strong Foot Traffic and Positive Feedback
One consistent signal of BTC’s health has been the near-constant fullness of its parking lots—an indicator that the center maintains strong regional pull even during renovation.
According to Mooallem, customer reaction has been overwhelmingly positive. Regular visitors watched the construction evolve and saw it as a transformation of “their” community hub—much like witnessing a home remodel unfold.
Urban Edge emphasized warming up the atmosphere, refining details, and modernizing spaces while respecting the property’s history. But the project was not without challenges: the age and varying conditions of the buildings required meticulous planning and creative design solutions.
Editor’s Analysis: Three Strategic Lessons from BTC’s Redevelopment
From a senior retail-tech perspective, Urban Edge’s BTC overhaul reveals several key trends in the evolution of American shopping centers:
1. Placemaking Is Becoming a Core Competitive Differentiator
Retail centers can no longer rely on anchor tenants alone. Atmosphere, walkability, and design cohesion are now fundamental to sustained relevance.
2. Curated Dining Is a Traffic Engine
Unique F&B offerings, rather than typical chain tenants, are increasingly used to set properties apart—mirroring strategies seen in top-tier lifestyle centers.
3. Legacy Malls Are Being Reborn as Hybrid Indoor-Outdoor Experiences
BTC’s redesigned layout reflects a broader industry movement toward open-air elements and pedestrian-first planning, even in historically enclosed malls.
Urban Edge’s execution shows how thoughtful modernization—not wholesale redevelopment—can revitalize a mature property and make it competitive for the next decade.
Conclusion: A Model for Future Mall Redevelopment
Bergen Town Center’s transformation demonstrates that even long-established retail assets can evolve through strategic design, curated leasing, and a commitment to redefining the visitor experience. As shopping behaviors continue to shift, projects like BTC may serve as blueprints for how legacy malls across the country can remain relevant—and thrive.
Source: Based on reporting from Chain Store Age