SM Prime Opens 89th Mall: SM City La Union to Feature ‘Sandbox’ Outdoor Space

SM Prime Holdings Inc., one of Southeast Asia’s largest integrated property developers, will open SM City La Union, its 89th mall in the Philippines, on October 17.

SM City La Union features the ‘Sandbox’, a tropical-inspired space made for both playing and relaxation such sports tournaments, mini-concerts, yoga and even Zumba.

Located along Diversion Road, Barangay Biday in San Fernando City, SM City La Union spans more than 51,000 square meters of leasable area, over 80% of which has already been taken up.

“This is our ninth mall in Northern Luzon and we designed it to serve as a landmark for both residents and tourists,” said SM Prime President Jeffrey Lim. “As the surfing capital of the region, La Union deserves a retail center that reflects its vibrant lifestyle and rich culture.”

SM City La Union facade

A highlight of SM City La Union is the Sandbox, a 1,348-square meter outdoor venue designed for sports tournaments, mini-concerts, yoga, Zumba and other community activities. Alongside it runs a bike lane parallel to a manmade sandbar, giving cyclists a unique way to enjoy the area’s open-air setting.

SM City La Union will be anchored by major tenants such as SM Store, SM Markets, Ace Hardware, Toy Kingdom, Levi’s, Watsons, Surplus, Pet Express, Adidas, Miniso, Sports Central, SM Appliance Center, Puma, UNIQLO, National Bookstore and BDO.

For dining and leisure, SM City La Union will feature an SM Foodhall offering Ilocano, Filipino and international dishes, while SM Cinema will showcase the first Director’s Club in the province.

“With our diverse and unique offerings, we hope to strengthen La Union’s position as both a tourism and economic hub in Northern Luzon,” said Lim.

In 2024, La Union’s tourism industry generated over P1 billion in revenues, driven by an increase in spending per visitor. The average length of stay also slightly grew year-on-year from 1.33 days to 1.39 days.

With more than 500,000 tourist arrivals in the same year, San Fernando City, San Juan and Bauang municipalities ranked as the top three destinations in the province. (SM PRIME)

SM Supermalls’ Bold New Era: All for You

From iconic destinations to evolved spaces, SM Supermalls is shaping malls that blend scale, innovation, and community for every Filipino.

SM Supermalls marks 40 years of retail leadership with a bold roadmap: to deliver one flagship mall every year from 2026 to 2030, transforming malls into future-ready spaces that anchor regional growth. Alongside these landmark projects, SM is investing over PHP150 billion in 16 major redevelopments and 12 new lifestyle malls, ensuring its entire portfolio evolves into greener, smarter, and more people-centered destinations by 2030.

SM Sta. Rosa (Yulo) in Nuvali coming 2026

The opening of SM North EDSA in 1985 forever changed how Filipinos shopped, dined, and connected. From that single vision grew a nationwide network of 88 malls, welcoming millions of visitors weekly and housing thousands of local and global brands. Today, SM celebrates this legacy as both a retail hub and a trusted partner, community builder, and symbol of continuity for generations.

A Legacy Anchored on Trust

“At SM, we’ve always believed that success is shared,” said Steven T. Tan, President of SM Supermalls. “From the very beginning, SM was built on trust and relationships. We only win when our partners win.”

This philosophy has guided SM through decades of growth and transformation, from opening the country’s first supermalls to building nationwide retail destinations. Every milestone has been anchored on collaboration with tenants, partners, and communities. That same spirit of shared success continues to shape SM’s New Era vision, ensuring that the malls of tomorrow remain trusted spaces where people come together.

Flagship Destinations that Redefine Retail

SM Zamboanga

Over the next five years, SM will deliver landmark flagship malls that serve as ecosystems combining shopping, dining, culture, and community in destinations that anchor regional economies. Planned projects include SM Sta. Rosa (Yulo) in Nuvali (2026), SM Harrison Plaza in Manila (2027), Bulacan (2028), Cavite (2029), and Pasay (2030). These projects reflect SM’s ability to raise the benchmark for Philippine retail while remaining deeply rooted in local communities.

SM Harrison Plaza in Manila

Beyond flagships, SM is modernizing existing malls with open-air promenades, lifestyle zones, and sustainable features. These redevelopments will make every SM mall more vibrant, green, and people-centered.

All For You

SM La Union

This vision reflects more than just physical expansion. It highlights SM’s long-standing ability to adapt, modernize, and introduce new experiences that matter to Filipino families. SM is evolving its retail ecosystem to be tenant-led, offering dynamic formats, personalized leasing, and collaborative platforms. Sustainability is a cornerstone, with smarter designs, renewable energy, and eco-conscious developments.

“This New Era is not about adding more malls,” Tan said. “It is about creating destinations that matter, modernizing the malls people already love, and ensuring every Filipino has access to world-class malling. Our promise is simple. Everything we do is all for you.”

He added, “Our vision is clear. We are building the next generation of malls for the next generation of Filipinos.”

With its reach, partnerships, and track record, SM is positioned to lead the next phase of retail and community development in the Philippines.

40 Years of Partnership

The anniversary is being marked nationwide with over 4,000 exclusive partner-powered deals across all 88 malls, SM’s biggest shopping celebration yet. The milestone underscores SM’s unique position, a company that has grown hand in hand with its tenants while remaining the most loved retail channel, deeply woven into the daily lives of Filipino families.

“For four decades, you’ve been with us every step of the way and for that, maraming salamat,” Tan said. “As we look ahead, we will keep evolving with you and for you. Because at SM, our success has always been shared.”

About SM Supermalls

Celebrating 40 Super Years: A New Era of SM Supermalls, Evolving With You

SM Supermalls, one of Southeast Asia’s largest mall developers with 88 malls in the Philippines, marks four decades of growing with Filipinos and serving as a trusted space where diverse lifestyles and generations connect. As it enters a new era, SM Supermalls continues evolving with you, redefining the malling experience through sustainability, innovation, and a deep commitment to shaping the future of retail and urban life with inclusive, meaningful experiences for all. (SM Supermalls)