How Greenbelt reinvented the shopping experience
MANILA, Philippines - Even before it opened, you already knew that there were higher aspirations for Greenbelt 5, that it was going to be more than a shopping haunt or a place to take in — and be part of — the scene. That it was meant for other things: to celebrate fashion instead of just retailing it, and to promote fashion as — rightfully — an art form.
Which explains the lengthy open space cradled in the middle of Greenbelt 5, aptly called Fashion Walk, a lengthy gap that can easily hold a stage and a runway. And there’s also the mezzanine on the second level, a multi-level area fronting a floor-to-ceiling windows that can easily accommodate exhibits, events and more shows. Greenbelt’s accommodating spaces have reinvented the whole mall experience and have encouraged a new kind of fashion shopper, one that doesn’t just rely on window shopping to find out her options, one that expects to be entertained beyond the cinema and the gaming arcade. The open spaces in Greenbelt also encourage exhibits in every possible corner and corridor of the mall.
With “Greenbelt Style,” Greenbelt upholds its reputation for celebrating fashion. This weekend sees the Fashion Walk bedecked with a series of fashion shows featuring favorite international labels, homegrown brands, and Filipino designers.
The Filipino Zone in Greenbelt 5 is the first to get its taste of the klieg lights. Ayala Malls is probably one of the biggest supporters of Philippine-made retail and it doesn’t renege on the support as it showcases “Designs Filipino” on April 24, a celebration of Philippine craftsmanship that previews the summer collections of proudly-Pinoy labels. Bags, shoes and fine jewelry brands Aranaz, Arnel Papa, Atelier Avatar, Bijou by Ana Rocha, Gaupo and Jewelmer prettify ready-to-wear designer ensembles by Azucar (Patrice Ramos Diaz and Arlene Sipats shared boudoir), Barba, Bonne Bouche: Michi Calica, Emi Jorge, and Elena Bautista, Jun Escario, Kate Torralba, L Manila, Religioso and Myth featuring Randy Ortiz, Joey Samson, Joel Escober and Chris Diaz. Also joining the catwalk event are retail brands Bayo and Kashieca. In between designer appearances, take advantage of the exclusive sale that will run at the same time as the fashion show, from 7 to 10 p.m.
Greenbelt did not only give a refreshing spin to shopping for the purse-holders, but also changed the shopping experience for teens and kids, the biggest non-earning advocates of retail. With parents at their heels, kids can enjoy the fair-like atmosphere on April 25 at the Greenbelt 5 Fashion Walk. A fashion show at 5 p.m. kicks off the fun fray, highlighting the latest kiddie ensembles from Anya to Big&Small, Dash, Gingersnaps, Spin, Osh Kosh, Tarte Tatin, Youji & Me, Kids of Bayo, and Hobbes & Landes. The teen and tween set will get also their share of the spotlight as Bratpack, Orange Juice, Collezione, Pinoy Lab Kids, and Fox also make runway appearances. Mother Care and Havin A Baby take care of prospective mom and baby fashions. Henna and glitter tattoo booths, fashion photography and makeover activities, and food stalls by Fish & Co., La Maison, Capricciossa, National Sports Grill, Kopi Roti, Fuzion, Martha’s Cake, and White Hat also keep the young folks occupied.
Rounding up the fashion show schedule for “Greenbelt Style” is a collection presentation of the world-class brands that give Greenbelt 4 its top designer propriety. Stylephiles should reserve April 26 for the showing of high-end brands Burberry, Gucci, Boss Black, Prada, Jimmy Choo, Charriol, Bvlgari, Louis Vuitton, Bottega Veneta, Tod’s, Salvatore Ferragamo, and Marc Jacobs.
Greenbelt 3 helps out with the style endorsement by staging an exhibit of high-street and chic, casual brands such as Topshop, Topman, Gas, Firma, Madison, Carbon, Tint, Lacoste, Kate Spade, Diesel, Enzo Angiolini, Sinequanone, Ecco, Okab, Springfield and XOXO. This fashion display runs from April 24 until May 2 at the Greenbelt 3 Lobby.
Just as people can argue that style is an individual prerogative, that it is what you can do with it, so can Greenbelt say that shopping is a something extremely personal. What the retail haunt has done is make shopping more enjoyable, upgrading the experience into an art form but, at the same time, making it more accessible.
