The redesigned flagship marks the first phase of a more curated, lifestyle-driven vision for modern Filipino living.
Walk into the renewed SM Home Makati today, and the experience immediately feels different.
The familiar home retail destination now opens with thoughtfully styled spaces, warmer textures, and room-like environments that encourage visitors to slow down and imagine how they want to live. More than simply browsing products, the experience feels closer to stepping into different versions of home—each one offering ideas for comfort, function, and everyday living.
During the launch event attended by PhilSTAR Property, one could not help but dream of new ways to fix a home, rethink routines, and discover more ways to live better. From kitchen setups designed for shared meals to calming bedroom spaces and practical storage solutions, the renewed flagship reflects how Filipino households today are becoming more intentional about the spaces they create.
Guests were also guided through the store’s different curated zones, where they learned more about everyday living—from creating better sleep environments and discovering the best ways to brew coffee at home, to tablesetting ideas and incorporating art pieces into living spaces. The walkthrough transformed the experience from a simple store visit into something more lifestyle-oriented and immersive, reinforcing SM Home’s renewed focus on how people actually live day to day.
This marks the beginning of SM Home’s largest brand repositioning effort to date.
On May 7, SM Home officially reopened its redesigned Makati flagship store, introducing a refreshed retail concept anchored on the philosophy “For All Things Home.” The relaunch signals a broader transformation for the brand as it evolves from a traditional home retailer into a more curated lifestyle destination for Filipino households.
During the launch, Janice Yang, Business Unit Head of SM Home, shared that the company intentionally moved away from the feel of a traditional retail launch and instead framed the event as a “housewarming.”
“We didn’t want to call this a launch or a relaunch. It’s a housewarming because we thought about what we need to do for our guests, our customers, when we renew SM Home as a brand and as a store,” Yang said.
She explained that the redesign was created to feel more personal and familiar for shoppers.
“When you enter our stores, we want it to be like you’re entering your friend’s house, your barkada’s house, where each room is actually very special,” she added.
The redesigned flagship moves away from the feel of a conventional department store and instead presents spaces organized around how people actually experience their homes. The layout is meant to feel more intuitive and relatable—whether for young professionals furnishing a first apartment, growing families creating shared spaces, or homeowners looking to refresh everyday routines.
Jonathan Ng, President of SM Retail Inc., also described the renewal as a reflection of changing lifestyles and consumer behavior today.
“This is not simply about new brands or new merchandise. It is a thoughtful renewal and a reaffirmation that SM Home is there for Filipino homes and families,” he shared during the launch.
Ng also noted how Filipino consumers today are becoming more intentional with their choices at home.
“Our customers are not seeking excess. They are seeking pieces that feel right—choices that are thoughtful, reassuring, and made for everyday living,” he said.
The shift reflects broader changes in how people now view the home—not simply as a functional space, but as a place tied closely to wellness, comfort, and identity. Hybrid work setups, post-pandemic lifestyles, and more mindful spending habits have all influenced how Filipinos invest in their spaces.
SM Home executives also revealed that the Makati flagship serves as the first phase of a broader nationwide rollout. SM Home Aura and SM Home Megamall have already adopted elements of the new framework, with more branches expected to follow across the country.
For a brand long associated with everyday homemaking, the renewed SM Home Makati represents more than a store refresh. It reflects a larger shift in how Filipinos want to live today—where home is no longer just about filling spaces, but about creating environments that support rest, expression, and better everyday living.
AT A GLANCE: The 8 Curated Zones of SM Home Makati
- Kitchen
Spaces and essentials designed around cooking, preparation, and shared meals at home. - Dining Room
Tableware, décor, and setups that encourage gathering and entertaining. - Living Room
Furniture and accents focused on comfort, relaxation, and everyday connection. - Bedroom
Soft furnishings and pieces designed to create more restful personal spaces. - Bathroom
Functional and design-led essentials for everyday routines and wellness. - Storage Solutions
Organization systems aimed at maximizing space and simplifying daily living. - Laundry & Cleaning
Practical tools and essentials supporting modern household upkeep. - Gift Registry
Curated selections for milestones, celebrations, and new beginnings.
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