Photo source: SM Supermalls
The busy urban lifestyle has some of us exhausted, which is why sometimes we tend to have the urge to just lie around the beach, breathe in the fresh air, and let our skin soak up the sun. However, since we have been so accustomed to the city, we still wish that there was a mall nearby to help create the balance that we are looking for.
In moments of escape, we also long for the comfort and convenience of the city – a place that offers both serenity and energy in one. This is where SM City La Union comes in. To add to the La Union experience or what Filipinos call 'Elyu', the 89th SM mall captures Gen Z's lifestyle with coastal design, indoor greenery, and social spaces built for the new generation's way of living.
Vibin' the cozy aesthetic at SM City La Union. Photo source: SM Supermalls
Near the shores of San Fernando, the mall blends the surf culture of Elyu with a modern retail experience. It features curated zones for fashion, collectibles, beauty, and wellness that reflect Gen Z's taste for individuality. Every detail embodies the sustainable and evolving identity of new SM Supermalls.
Lit'rally LIT! It's giving next-level ambiance. Photo source: SM Supermalls
The architecture draws inspiration from the rhythm of the sea and the strength of the shore, featuring a façade of clean lines, local stonework, and lush greenery that blends into the landscape. Inside, circular skylights fill the mall with natural light. At the same time, the Grand LED Staircase ripples with wave-like motion beneath a chandelier of seashells and rattan, showcasing local craftsmanship and La Union's coastal charm.
At the heart of the mall is The Boardwalk, a coastal lifestyle zone featuring local cafés, themed restaurants, and gourmet food trucks. From there, visitors have direct access to The Sandbox, where they may play volleyball, enjoy daily live entertainment, and relax in the sea breeze. Indoors, wide glass spans and skylights create a bright, open atmosphere ideal for photos and gatherings.
Marking the opening is an art installation by Filipino artist Leeroy New, created with bamboo and recycled materials. The piece symbolizes creativity, sustainability, and renewal, reflecting SM City La Union's commitment to local artistry and green initiatives.
"SM City La Union captures Elyu's youthful energy. It mirrors our customers' lifestyle: vibrant, connected, and creative," said Steven Tan, SM Supermalls President. "This is our pledge to bring new experiences to every generation. It is all for you."
SM City La Union is more than a shopping destination; it promises to be a cultural hub for Gen Z—an urban beach resort where community, creativity, and sustainability meet. This is not just a mall. This is your Elyu story, reimagined for a new era.