Design and architecture have always been essential pillars to Ayala Malls. Highly regarded for their spatial planning, intelligent zoning, and creative aesthetic integration, these are the very values that have garnered the group various design and architecture awards, including the Urban Land Institute Award of Excellence and International Design and Development Award, just to name a few.
“We always aim to push boundaries in creating experiences for our patrons through the design of our malls. It is important to us to create environments that capture our customers’ imagination,” shares Ayala Malls President Chris Maglanoc.
This insight dramatically comes alive in the design of the newly reopened Greenbelt 3, the country’s home for the world’s best luxury brands, including the recently opened boutiques of Louis Vuitton, Dior, and Bvlgari, just to name a few. With an atmosphere designed to be at par or even rival the best luxury hubs in the world, each design consideration was meticulously studied to deliver an elegant, modern, and understated luxe setting befitting the sophisticated standards of the brands found in Greenbelt 3.
In collaboration with renowned interior architect J. Antonio Mendoza, subtlety, sophistication, and simplicity were the fundamental guiding principles that defined Greenbelt 3’s redesign direction. “The task was to redesign the Ayala Malls’ flagship that would result in a façade and interior that would be worthy of housing the world’s finest luxury brands.“
Known for his signature quiet elegance and restraint, Mendoza employed only the best in every minute detail in the redesign process. He expounds, “For the façade, I decided to use elegant travertine. So, we used Porcelanosa Travertino Beige flown in from Spain and designed black chamfered architraves to frame the show windows achieving an elegant and imposing facade.“
From the exterior, Mendoza emphasizes the minimalist style that consistently flows throughout the interiors. The detailing of the halls had to be elegant and yet understated, only enhancing and not competing with the designs of the luxury brands’ show windows. He adds, “It was essential to have perfect lighting. Architect Mendoza cleverly calculated to compensate for the warm tones that emanate from the different show windows, achieving a perfect light that is flattering as it is correct.“
The skin used for the floors, walls, columns, and ceiling treatment blended seamlessly, creating a contemporary, timeless classic devoid of trend. It is the same familiar elegance that Mendoza is associated with. On the aesthetic direction, Maglanoc notes, “Architect Mendoza has been a constant creative collaborator of the Ayala Group. We appreciate his design sensibilities. He brings his trademark elegance to the project with passion. We share the same values in being uncompromising in quality with the intent of elevating the shopping experience.“
Subtle touches make the difference, and Greenbelt 3 is a testament to this. Mendoza adds, “Powder rooms, the lobby entrance, and the concierge were all designed with discreet details. It results in a powerful and dignified look for the total Greenbelt 3 experience when taken as a whole. Everything was deliberate and calculated. No decision was arbitrary. Mendoza envisioned all these with the fiery and unrelenting passion of an artist.“
International Brands’ New Home
The Greenbelt 3 refresh initiative began in 2019. Aiming to provide an elevated shopping experience to its customers, Ayala Malls brings together major luxury flagship stores, some of which are first-in-the-Philippines stores, as only the group can put this enviable assemblage of brands together. Ayala Malls Marketing Director Eunice Velasco reports, “Even in the midst of the new normal, we observe that consumers in the luxury segment continue to shop for investment pieces. They seek value and put a premium on well-crafted items. We are confident that with the refresh, more luxury stores scheduled to open in the coming months, and our safety protocols in place, we will be able to cater to the expectations of our more discerning set of customers.“
The newly expanded Greenbelt 3 now stretches at a gross leasable area of 4,385 sqm and a total gross floor area of 6,071 sqm to carry the world’s biggest names in fashion. Among many openings from 2021 to 2022 are Tod’s, Salvatore Ferragamo, and Ermenegildo Zegna, all moving from Greenbelt 4. Additionally, Rimowa and Patek Philippe are migrating from Greenbelt 5, while new retail concepts—such as Roger Vivier and L’Officine Universelle Buly—are entering the Philippines and being introduced to the market for the very first time exclusively at Greenbelt 3. Completing this premium roster are Fendi, Off White, Kenzo, Max Mara, Univers, and Thom Browne, while Celine, Loewe, Jimmy Choo, and a more prominent Hermes boutique are all set to launch by 2022.
“We truly value our excellent relationships with our merchants. We are pleased and grateful about the confidence they have given us and the Philippine market. We have always worked together to continue offering the world’s most premium brands and collections to discerning Filipino shoppers,” says Ayala Malls Strategic Leasing Unit Head Mark Sablan. “The LVMH and SSI Groups, for instance, have always had a close working relationship with the Ayala Malls. We have been collaborating for years. We have grown to respect each other and work towards a common goal. Our merchant partners see Greenbelt as the fitting home of their major flagship stores.“
Sablan concludes, “Regarded as the country’s premier fashion capital, Greenbelt 3 is proud to be home to the biggest brands in the industry. The retail landscape is vast, fast-paced, and constantly evolving, and we are determined to step up our efforts in our realizing the vision of bringing only the best to our patrons.“
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