Greenbelt: Retail Redefined
Ayala Malls is a retail subsidiary of Ayala Land, Inc., one of the largest property developers in the Philippines. It was here where I spent the first four and a half years of my foray into the workforce as a Marketing Associate (later promoted to Senior) for Greenbelt, the company’s flagship project. Greenbelt is renowned for its prime location and unique integration of a 12-hectare garden, making it a premier lifestyle center where culture, art, and extraordinary experiences converge.
My job was to uphold its position as the top-of-mind retail destination for contemporary sophistication and dining through immersive events and community activations, as well as extending assistance and support to the 300+ brands found within its vast premises.
In 2021, Greenbelt introduced the Premium Gallery, also known as the "luxury wing," as part of a planned redevelopment to further enhance its identity as the gateway for brands entering the Philippine market. This dedicated floor houses some of the world’s most well-known and coveted luxury labels, a majority of them first-in-the-Philippines concepts. My team was tasked with effectively communicating the opening and arrival of these stores through tasteful and curated executions, working closely with their respective teams and principals.
The final lineup of brands in the Premium Gallery include: Bvlgari, Cartier, Celine, Dior, Fendi, Hermès, Jimmy Choo, Kenzo, Loewe, Louis Vuitton, Max Mara, Off-White, Officine Universelle Buly, Patek Philippe, Rimowa, Roger Viver, Tiffany & Co., Univers, Zegna
