EDSA Central stands out

Two years after starting the transformation of Edsa Central complex, Greenfield Development Corp.’s flagship project has become one of the country’s prototypical retail-and-transportation hubs that has seamlessly merged shopping, dining and entertainment with commuter convenience.

Jerecho Go said Greenfield was optimistic about its development plans for the area given the inspiring reception of retailers and consumers to the EDSA Central Pavilion, the gateway to the 22-hectare Greenfield District property. Greenfield District redeveloped the old Edsa Central complex into a mixed-used complex for retail, office, business process outsourcing (BPO), information technology and residential projects.

"That Edsa Central has not lost a beat in attracting an average of 200,000 everyday commuters and shoppers with its upgrading showed the potency of the project," said Go.

With less than two percent of population having their own private vehicle with access to public transportation continues to be a major consideration among consumers in deciding where to shop or dine or relax after a hectic day in the office. Which is why we have always considered Edsa Central’s location as its strongest come-on.

Edsa Central Pavilion has more than held its ground in what is arguably the most competitive area in the local shopping mall business with three other, much bigger malls within the area. "We believe we have found the right mix in our retail and transport projects and this has given us a niche from which to propel development in the area," said JJ Montinola.

Edsa Central has become a more commuter-friendly mall with the Edsa Central Hub it provides a wide passenger waiting area and strategic walkways leading to all kinds off transport facilities such as jeepneys, FX, buses and trains. Edsa Central implements tight traffic and security control in the area to ensure that commuters can go to their places of destination quickly and safer. Shops offering network gaming and internet; clothing, shoes and fashion accessories; and gift and convenience items are set up in strategic areas close to the transport nodes.

"We sustained Edsa Central’s main selling point not only as a stopover for commuters in-between their trips but we also expanded its market by making the Pavilion a destination point in itself," Go said.