Innovation and creativity are becoming important currencies in the retail and hospitality business. Developers must always reimagine spaces and experiences to capture the imagination of consumers who are increasingly seeking novelty and stimulation.

Developers should be willing to experiment, embrace new technologies, and push the boundaries of traditional design in creating environments that surprise, delight, and inspire. Their ability to anticipate future trends and adapt to evolving consumer preferences is also crucial for success.

In the Philippines, where young, digitally savvy consumers consistently seek fresh experiences, Ayala Land Inc. fulfills these demands by spearheading major redevelopment projects across its malls and hospitality properties.

"We recognize that the Filipino consumer is changing," states Mariana Zobel de Ayala, Ayala Land senior vice president for leasing and hospitality.

With her keen understanding of the market, Mariana, the eldest of Jaime Augusto and Lizzie Zobel de Ayala, is the main driving force behind the ambitious projects of the Philippines’ largest property developer.

In an environment where competition for both market share and consumer attention is intensifying, Mariana shares that Ayala Land recognized the need to transcend the traditional role of its spaces.

"To stand out," Mariana emphasizes, "we need to provide experiences that deliver on the promise of a space that’s worth leaving the comfort of your homes.” Her philosophy highlights commitment to transform spaces into hubs that resonate with Ayala Land’s target audience.

“Spaces have such a unique ability to drive both creativity and comfort,” she explains. “That ability to build these physical spaces and develop a sense of place is both a privilege and a challenge that we don’t take lightly.”

Her main role in these redevelopments is to ensure that the teams involved continue to "dream big and bold." This involves a meticulous approach to understanding their target market and carefully curating experiences – and even the overall "vibes" – that cater to their needs and moods.

Mariana says that understanding consumer behavior nuances is important, which is deeply ingrained in Ayala Land’s strategy.

”There are so many influences that shape the Filipino consumer of today – our young population, our inherent digital savviness, our natural inclination towards what’s ‘uso’ or on trend." This dynamic creates a consumer base that enjoys indulging in fun purchases but can also quickly move on as trends saturate the online sphere.

This unique consumer profile has an impact on Ayala Land's operations, Mariana says.

"Understanding of the consumer impacts everything we do at Ayala Land," she explains. "We tailor our business to meet these unique consumer behaviors, and it is precisely for this reason that it’s been such an exciting challenge to take on these redevelopment projects."

She says this requires a constant infusion of creativity and a willingness to reimagine spaces to maintain relevance and appeal.

"As someone who tries to stay on top of the latest trends, it’s a fun exercise to get to really hone that muscle of knowing who the Filipino customer is and what makes them tick. Understanding consumers requires creativity and reimagination, which makes my role as vibe curator exciting.

Mariana points out that malls in the country have a unique position in Filipino culture. They are more than just retail destinations; they are centers for community and connection.

"More than ever, third spaces are so important especially as we crave connection in an increasingly digital world," she stated. "Filipinos are also naturally relational beings – we find magic in gathering and community building.”

Mariana further points out the distinctive "mall culture” of Filipinos, where these spaces act as hubs for various aspects of life amid the urban bustle. "They provide spaces for both big and small moments, whether you come to the mall on your own, with your family, or with large groups to gather.”

She notes that Filipinos are increasingly seeking intimate spaces outside their homes, while desiring new experiences and moments of respite. "Malls offer this bubble amidst the bustle, providing a center for our varied needs and interests.”

Today, Ayala Malls' strategy for its redevelopment plan hinges on placemaking, with intentional green spaces remaining a core philosophy.

Accessibility is another crucial element to ensure ease of arrival via modes of transport and seamless navigation within the malls. Furthermore, the focus is on curating experiential spaces to encourage repeat visits.

"All these are signs of an evolution in the market to reimagine what spaces can look like and mean to us," Zobel explains. "These factors are really top of mind for us as we think about our projects and how they can become anchors for individuals, families, and communities outside of where we live and work.”

Moreover, she shares that creating "spaces that people love" is another core principle of their approach to developing and managing their business portfolio.

"It’s such a privilege that Ayala Land has been a part of the lives of generations of Filipinos,” states Mariana, noting the company’s role in some life moments, from first dates in Ayala Malls to honeymoons in their hotels.

Ayala Land’s deep understanding of consumer behavior has already translated into partnerships and the introduction of globally recognized brands to the Philippine market.

Mariana cites the successful launch of Love, Bonito in Greenbelt as well as the arrival of Australia's leading retailer, Anko, in Glorietta.

Ayala Land's vision extends beyond traditional retail. Their collaboration with ACMobility led to the establishment of the BYD Experience Hub in Glorietta. More recently, the opening of the first luxury footwear brand Golden Goose store in Greenbelt.

Moreover, Ayala Land is poised to welcome Los Angeles-based lifestyle and activewear brand ALO, with their first flagship store in Manila at Greenbelt.

Beyond curating retail experiences, Ayala Land is also innovating how its malls serve as community hubs. Space at One Ayala has emerged as a versatile event venue, hosting events like the inaugural BINI Day and the Super Manila Comic Con.

Furthermore, PickleMall was launched across several Ayala Malls locations.

"All of these hint at more of what’s to come as we reimagine these beloved spaces and what they mean for the modern Filipino consumer,” Mariana states.

For Ayala Land, building spaces that people love boils down to two key interconnected elements: trustworthy quality and the resulting desire for return.

Ayala Land is taking a long-term view to development by focusing on building spaces that meet global standards and embody Filipino culture's unique warmth and hospitality.

Mariana admits that this approach requires a delicate balance, but "staying true to our purpose of building spaces that people love entails delivering an experience that is uniquely Filipino – one that really leans into the natural warmth, hospitality, and care of our people.”

"We want to celebrate the genius of the Filipino in everything that we do and elevate Filipino brands to the global stage,” she added.

A key aspect of this strategy is the recent re-launch of the Ayala Land Hospitality brand, which seeks to drive their belief in tourism's power to boost the Philippine economy and their ambition to position the nation as a premier global destination.

The success of their homegrown hotel brand, Seda, with its 12 properties nationwide, and the renowned El Nido Resorts exemplify this approach.

"These examples across our portfolio really point to an elevated Filipino brand experience that we consider to be a true strength of ours," she affirms.

Recognizing the evolving landscape and increasing competition, Ayala Land is also collaborating with global experts to ensure their properties meet international standards, such as renowned international design consultants Gensler, Buchan, and Baker-E that work in tandem with local expertise from firms like Visionary Architecture and Aidea Philippines.

She states their synergy aims to create developments that are both world-leading in their design and deeply relevant to the Filipino consumer.

Mariana says Ayala Land is carving a niche in the development and tourism sectors by thoughtfully integrating the country's unique charm and hospitality with global best practices.

Ayala Land’s focus on celebrating Filipino identity while embracing international standards positions it to attract audiences both locally and internationally.

"Throughout my career, I’ve come to realize that seeking purpose, rather than passion, brings a deeper sense of fulfillment," she reflects. "Passion can be fleeting, but having a purpose gives you the strength to keep moving, even on the hardest days.”

Driven by the principle of leaving people and places better, Zobel shares a commitment to quality and the relentless pursuit of excellence.

"I often reflect on the changes I hope to see in my community and my country, and how I can play a meaningful role in driving that transformation. And in this journey, we strive to stay true to our commitment to delivering quality products and services, while relentlessly pursuing excellence every step of the way."

Ultimately, for Mariana, the energy and motivation stem from the people she collaborates with. "While the work itself is incredibly exciting, I come to work energized because of the people I get to be on this journey with.”