MAKATI CITY — SM Home has reintroduced its flagship branch in Makati as a carefully curated lifestyle destination, replacing the traditional retail layout with a more immersive shopping experience that reflects the feel and function of a real home. Located at SM Makati, the newly revamped store features eight dedicated zones, Kitchen and Dining, Living Room, Bedroom, Bathroom, Storage Solutions, Laundry and Cleaning, and a Gift Registry, all designed to help customers visualize how products fit into everyday living spaces. The transformation represents the retailer’s most significant brand evolution to date and highlights its move toward experiential retail within the Philippine home furnishings and housewares market.
Designed Around Everyday Filipino Living
Instead of organizing merchandise by conventional product categories, the redesigned flagship follows the natural flow of a home. Customers can seamlessly move from one living space to another, exploring products in realistic settings. A shopper might encounter KitchenAid stand mixers displayed alongside everyday cookware before stepping into a living room-inspired area featuring Serta mattresses and Breville coffee machines. “We are rebuilding SM Home, starting with Makati, because Filipinos deserve a home store that is built for real life,” said Janice Yang, business unit head of SM Home. The new concept encourages visitors to spend more time exploring, comparing products, and imagining how items could complement their own homes, rather than simply navigating rows of shelves and crowded aisles.
Blending Home Design with Art and Inspiration
In addition to its eight themed zones, the flagship store showcases contemporary Filipino artworks and a carefully selected collection of premium home brands. Signage and digital displays throughout the space provide styling inspiration, practical design ideas, and stories behind featured products, creating a more editorial and engaging shopping environment. Among the standout brands available are Hario, known for its pour-over coffee equipment; Serta, recognized for premium mattresses; and KitchenAid, a trusted name in kitchen appliances. These selections were chosen to help homeowners create spaces that are both functional and full of personality.
Expansion Plans Across the Country
The newly reopened Makati branch serves as the pilot location for SM Home’s broader modernization strategy. The company plans to gradually introduce the lifestyle hub concept to its network of 78 stores nationwide, with major branches such as SM Aura and SM Megamall expected to be among the next locations to adopt the new format. According to the company, Filipino consumers are increasingly valuing quality, durability, and thoughtful design over simply purchasing more items. The refreshed store concept is intended to meet these evolving preferences while offering a more enjoyable and meaningful shopping experience.
