Back in March, the Crate and Barrel team invited Manila Bulletin Lifestyle to a dinner showcasing its latest collections for spring-summer 2026. The event was held at its soon-to-open space at SM Aura in Taguig City.

At the time, the store was not yet ready. Its for-sale pieces were displayed in an open area on the third level of the mall, while the curated new lines and dinner setup were housed in a vast space hidden behind construction walls. It was as if the brand was inviting us to take a good look at the bare location because, in just a matter of weeks, it would transform into a store that reflects everything Crate and Barrel wants to be: a destination for curated lifestyle inspiration, a retail experience that is both approachable and refined, and, more importantly, a place where design dreams come to life.

On May 20, we finally got to see all of that come to life as Crate and Barrel officially opened its doors at SM Aura. The word “open” is not just a term that marks its newest chapter; it is also one of the guiding visions of the store, both figuratively and literally. Through a special tour led by Steven Ticzon, vice president and business unit head of Crate and Barrel Philippines, Manila Bulletin Lifestyle explored what the new store has to offer.

One thing shoppers will instantly notice is the store’s facade, which features glass doors framed with wood, allowing mallgoers to catch a glimpse of the interiors from afar. Once inside, customers can easily view the entirety of the store from almost every corner. Steven proudly shared that the SM Aura boutique carries Crate and Barrel’s new store concept from the US, featuring a more open layout where every piece is given room to breathe.

Our tour began in the housewares section, where racks and shelves displayed a diverse assortment of dinnerware, glassware, kitchen essentials, and entertaining collections. There is no need for customers to describe what they want or for the staff to go through inventory to find options. The lifestyle settings give customers ideas on how to curate these pieces in their own homes, and if they wish to purchase items from the displays, the shelves beside them already contain options in various sizes, colors, and textures.

“On the housewares side, what we’ve seen customers shop for most are the dinnerware collections,” Steven says. “It is all about entertaining and hosting at home.”

Another thing one will notice while strolling through the store is the informational signage. These displays are not just there to guide shoppers through what they are seeing in the store; they also offer tips, style guides, and layout ideas for the pieces. Personally, this author enjoyed how the informational signage shared details about choosing the perfect pillows, bedding, and rugs. It transforms the retail experience into a more thoughtful and interactive journey.

“We want to be more design-centric,” Steven muses. “The signage helps customers determine how to best design and decorate their spaces.”

But for those who need further design assistance, the store also houses The Design Desk, a complimentary design service offered by Crate and Barrel. With the help of experts, shoppers can create blueprints for their dream spaces, starting with mood boards and room layouts down to 2D and 3D previews and styling.

One of my favorite sections in the store is its outdoor setup space. On display are Crate and Barrel’s latest pieces designed to make open-air spaces feel both stylish and comfortable. The section gives customers inspiration on how they can transform patios, balconies, gardens, and other outdoor areas into relaxing extensions of their homes.

Lastly, as part of the brand’s growing omnichannel direction, the new store also integrates digital touchpoints that connect the in-store and online experience. Customers can browse an expanded assortment through a dedicated digital screen and associates equipped with iPads, allowing them to explore more options and extended collections in real time.

“At the heart of the new store is really the customer experience,” Steven says. “We wanted to create a space that feels inspiring but also easier to navigate and shop in. Somewhere customers can comfortably spend time, discover new ideas, and find pieces that reflect how they want to live at home.”

Get a tour of the store below: