What's to Come: The New Brands Opening at Greenbelt's Luxury Wing - The Scene

Ayala Malls aims to heighten the Philippines’ luxury market by being the home of the new brands in the country.

The world’s luxury brands have arrived in Manila, including new and flagship stores of Dior, Kenzo, Fendi, Univers, Off-White, L’Officine Universelle Buly, Max Mara, Rimowa, Patek Philippe, and Louis Vuitton.

Besides being key luxury players, they share another commonality by being present in Ayala Malls’ Greenbelt.

“With Greenbelt’s stunning one-of-a-kind environment, we offer the wonderful setting [for] these flagship brands to call their first home in the country,” says Christopher Maglanoc, the president of Ayala Land Malls Inc. 

READ ALSO: LA Exclusive: Assouline On Why The Philippine Market Is Ready For The ‘Luxury Brand Devoted To Culture’

Although the pandemic slowed down the retail industry, significantly affecting food and beverage, Greenbelt General Manager Iza Arcilla tells Lifestyle Asia that luxury boomed. Based on her observations, the affluent market turned to retail therapy while travel was temporarily halted. 

(L-R) Ayala Malls Vice President for Strategic Leasing Mark Sablan, B+C Design Co-Founder Baby Imperial, Ayala Malls Marketing Director Eunice Velasco, Ayala Malls President Christopher Maglanoc, Architect J. Antonio Mendoza

Getting attention

As a result, brand activations in key luxury markets such as China, Japan, Singapore, and Hong Kong now include the Philippines. For instance, Dior Beauty Greenbelt 5 boutique offers multiple beauty treatments purely from their product range (from the formulas and tools to the slippers and bathrobes). 

And when Louis Vuitton launched the “200 Trunks, 200 Visionaries” in Singapore for the first time, exhibition pieces were shipped to LV’s Greenbelt store for the local market to see. With these developments, Arcilla notices an upturn in the global perception of the Philippine luxury market. 

In line with this, the brands coming to Manila are not slowing down. This June to July, Celine, Loewe, Jimmy Choo, and Ermenegildo Zegna are opening in Greenbelt 3. Meanwhile, Cartier, Tiffany & Co., and Ermenegildo Zegna move their stores from Greenbelt 4 to Greenbelt 3. In addition, Roger Vivier, which is entering the Philippine market for the first time, is set to open this year. 

“The Filipino consumer is uniquely dynamic. And we’re excited by the challenge of keeping them engaged. We’re going to answer what will keep the Filipino consumer growing, questioning, and excited,” Mariana Zobel De Ayala says in a promotional video. 

Trying to evolve

“Especially with the world evolving and digital retail providing a unique value proposition. Greenbelt is uniquely complementary in its evolution—customers are met with experiences in art and retail that keep you guessing, wondering, and learning. 

“Our omnichannel journeys and destination stores and experiences are key,” she adds. 

(L-R) Ayala Malls President Christopher Maglanoc, Greenbelt General Manager Iza Arcilla, Ayala Malls Marketing Director Eunice Velasco, B+C Design Co-Founder Baby Imperial, ArchitectJ. Antonio Mendoza, Ayala Malls Vice President for Strategic Leasing Mark Sablan

To keep up with the world’s digitalization, which COVID sped up, Ayala Malls launched e-commerce through ZingMall. The website lets consumers shop online from Ayala Malls’ Glorietta, Alabang Town Center, and TriNoma. 

A sense of place

From this year to next, Ayala Malls will continue the refresh in Greenbelt 4, which will see the fresh renovations of Burberry, Salvatore Ferragamo, Tod’s, Bottega Veneta, Givenchy, and Prada. Gucci is also going to boast a more prominent space as it moves to the former multi-level area of Louis Vuitton. 

“Makati is the place to be for international and local companies, brands, and lifestyles. It’s accessible and puts you right at the heart of the action,” Fernando Zobel De Ayala, President, and CEO of Ayala Corporation, says. “It’s for those who value a sense of place and a captivating experience.” 

Images courtesy of Ayala Malls.

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