The first ‘Next-Generation’ SM Store opens at SM Aura

MANILA, Philippines -As a mall of firsts, the new SM Aura Premier at The Fort not only showcases the first stores of exciting global brands in the Philippines, but also new concepts for well-loved brands.

And with that, the SM Store in Aura is envisioned to be the first among the “Next Generation of SM Stores” — stylish, upmarket, and geared towards more elite, fashion conscious shoppers.

The new SM Store redefines what the SM department store means in today’s competitive market. With more than 40 stores in key cities around the Philippines, the SM Store has become part of the lives of generations of Filipinos.

However, over the past years, more and more Filipinos have become more sophisticated in their tastes. This new store is SM’s response to the growing demand for more fashionable shopping environments, as well as the company’s efforts to serve more shoppers.

Designed by Point Design, a New York-based firm, the 5,590 square-meter, three-level store is nothing like any of SM’s existing stores. Design elements work together to create a bolder, more innovative kind of retail environment, which highlights and defines the merchandise, engages the elite customer to experience a new sense of space, and brings glamour, luxury, trends, fashion and art together into a chic and exciting shopping experience.

As a high-end store, “less is more” best describes the SM Aura store’s simple, sleek interiors. Instead of colorful graphics and creative ceiling and wall treatments, lighting and art become the main design features of the store. Unlike the typical SM Store, which is essentially designed with one generic concept with simple variations from one category to another, the new SM Aura Store has different “worlds” within a store.

Each category is designed and conceptualized like an individual boutique, with its own look and feel. Likewise, merchandising fixtures are customized to fit the categories these are to be used.

Similarly, the store’s key elements such as entrances, atrium, cashier counters, and merchandising fixtures are given a fresh, upscale look. The entrances are designed to draw people into the store. The asymmetrical atrium, which features a set of criss-crossing escalators, acts as a visual and functional focal point.

The new SM Store is located at SM Aura Premier at 26th Street corner McKinley Parkway at The Fort in Taguig City.