This mall complex is to Manila what Bond Street is to London, Champs-Élysées is to Paris, and Fifth Avenue is to New York
What Bond Street is to London, Champs-Élysées is to Paris, and Fifth Avenue is to New York, Greenbelt is to Manila.
Just like food and the breathtaking sights of the Philippines, which are at the core of what makes the Philippines interesting, the Filipinos’ distinct taste in fashion is well-recognized all over the world.
The Philippines today has one of the fastest-growing economies in Southeast Asia. At the beginning of 2018, foreign direct investment (FDI) went up by 56.7 percent and hit a record high, according to data from the Bangko Sentral ng Pilipinas (BSP). The outgoing administration was also deemed by the French Chamber of Commerce as the most investor-friendly in recent memory.
Capitalizing on these facts, Ayala Malls has been developing Greenbelt into the country’s fashion epicenter. Assembled here are some of the prestigious lifestyle brands, including Louis Vuitton, Dior, Kenzo, Fendi, Univers, Off-White, Thom Browne, L’Officine Universelle Buly, Max Mara, Rimowa, Patek Philippe, and Bulgari, to name a few.
“In 2018, Louis Vuitton Moët Hennessy (LVMH) CEO Bernard Arnault came to Manila in secret, visiting the LV and Bulgari stores at Greenbelt and Solaire,” says VP for operations of Makati malls Joseph Reyes. “When he returned to Paris, he asked his staff ‘why are we not in the Philippines?’”
An industry leader once considered the richest man in fashion, whose LVMH has the most expansive portfolio of the world’s most coveted lifestyle brands, Arnault saw great potential in Greenbelt and now that potential has taken shape, triggering a march of the world’s most sought-after luxury brands into the country.
In 2018, Bernard Arnault came to Manila in secret. When he returned to Paris, he asked his friends ‘Why are we not in the Philippines?’
Opening this month or the next are Celine, Loewe, Jimmy Choo, and Ermenegildo Zegna. Tiffany & Co., on the other hand, will arrive by October of this year.
Greenbelt 4 is seeing a revamp as well. “While Greenbelt 4’s façade is being renovated, the section will continue to operate. We’re doing the facilities improvements gradually, without affecting operations,” says Joseph.
In the pipeline are new looks for the shops of Burberry, Salvatore Ferragamo, Tod’s, Bottega Veneta, Givenchy, and Prada. Gucci will have more space as it moves to the former location of Louis Vuitton.
Establishing their presence at Greenbelt 4 are Balenciaga, Alexander McQueen, and Saint Laurent, as well as a new-in-the-Philippines fashion concept that promises weapons of seduction, Faure Le Page.
Other stores earmarked to open are Roger Vivier, which is entering the Philippine market for the first time in 2022, as well as Cartier, unveiling its latest collection in 2023. As Cartier, Tiffany & Co., and Ermenegildo Zegna transition to their new locations at Greenbelt 3 in a couple of months, the Greenbelt 4 boutiques remain operational until the final move.
Apart from the new brands now found and are yet to come at Greenbelt, the fashion capital of the Philippines has acquired an elegant new look courtesy of interior designer J. Antonio Mendoza. The prolific architect known for his pristine and sophisticated modern designs was responsible for Greenbelt 3’s subtle but refined minimalistic aesthetic. He is also tasked to work on Greenbelt 4.
“Greenbelt has enjoyed countless accolades for its architecture, spatial planning, and seamless integration of lush green landscapes woven into the commercial floor plan,” says Christopher Maglanoc, president of Ayala Malls. “We knew we had to push design boundaries to capture our customers' imagination with the renovation. We believe we achieved that.”
Beyond the spectacular lineup of brands and the structure’s overhaul, Greenbelt stays true to its mission of enhancing the holistic desires of its patrons. “It is always important for us to connect what matters for our shoppers. We know they value celebrations, food, culture, health, safety, and love for the environment,” says Christopher.
The fashion center is adopting more sustainable technologies and practices, including energy conservation and fully electric transport systems within the malls. More nature conservation and preservation programs, as well as increased investments in low emissions and green technologies, to ultimately achieve net-zero greenhouse gas emissions in the shortest possible time, are also in the works.
While the retail scene in Makati CBD thrives, Greenbelt emerges as a prominent convergence point for fashion, art, architecture, and nature. “Greenbelt is not just a mall, it is an experience,” ends Christopher.