In the heart of Laoag City, a new architectural landmark has risen — one that doesn’t just redefine the local shopping experience but also proudly reflects the identity of the Ilocano people. Welcome to SM City Laoag, SM Prime’s newest lifestyle mall in Northern Luzon, where cultural heritage and modern design seamlessly converge.

More than just another retail space, SM City Laoag is a visual and emotional homage to Ilocos Norte’s distinct character and natural beauty, brought to life by acclaimed Filipino architect Royal Pineda. From its thoughtful interiors to its symbolic public spaces, the mall represents a bold statement: Ilocano culture belongs in the future, not just the past.

A walk through culture

The mall’s coastal desert-inspired interiors evoke the shifting silhouettes of the Laoag sand dunes, captured in flowing curves, warm earth tones, and organic shapes throughout the structure. Sunlight gently pours through an Inabel-inspired skylight — a nod to the region’s iconic handwoven textile. This feature does more than honor tradition; it also supports sustainability by maximizing the mall’s use of natural daylight, in tune with Laoag’s nickname, the Sunshine City.

Upon entry, shoppers are greeted by a garlic-inspired chandelier — a unique design element that reflects Ilocos Norte’s famed garlic industry, but with an elegant twist. It’s a powerful reminder that everyday symbols of Ilocano life can be reimagined in luxurious, meaningful ways.

“The design is inviting as it’s also giving the unique identity of Bawang,” shared Jonathan from Solsona, Ilocos Norte, during the opening week. “We see ourselves in this place—not just shoppers, but Ilocanos being celebrated.”

Dap-ayan Park

Perhaps the most iconic area of SM City Laoag is the Dap-ayan Park, an outdoor community space within the mall grounds. Inspired by the traditional Ilocano concept of a communal gathering place, this modern interpretation features Bangui Windmill-inspired pinwheels, giant lamps, and sculptural installations that serve both aesthetic and interactive purposes.

This park is more than just décor — it’s a living, breathing tribute to the people of Ilocos. It offers a space to gather, celebrate, and connect, set against a backdrop that honors local innovation and tradition alike.

A hub for the north

Spanning more than 72,000 square meters, SM City Laoag is not only a retail powerhouse but also a cultural venue, an architectural landmark, and a social hub. It houses both global brands and homegrown businesses, creating opportunities for local entrepreneurs while offering residents and visitors a world-class shopping experience.

But its true standout feature? The way it makes Ilocanos feel seen.

In a world where malls often look and feel the same, SM City Laoag is a refreshing exception — a space that doesn't just exist in Ilocos, but belongs to it. Through its mindful architecture and celebration of local culture, it reaffirms the value of regional identity in contemporary spaces.

As it opens its doors, SM City Laoag invites everyone to not only shop but also to experience Ilocos in a new light — one where heritage and modernity dance beautifully together, just like the sun over the sand dunes.