A thoughtfully curated mix of local brands and immersive experiences comes together at SM J Mall, reflecting the pulse of Cebu’s evolving creative and lifestyle scene.

From its striking entrance that draws guests in, to content creators capturing moments, Urban Edit sets the tone for a dynamic experience at every turn.

The Urban Edit introduces a new kind of retail experience, bringing together a tightly curated selection of local brands, creative expressions, and lifestyle-driven encounters. More than a pop-up, it serves as a space where fashion, culture, and community intersect, capturing the rhythm of modern city living.

Urban Edit came alive on 9 April, bringing together media and creators in a shared moment of style and energy.

Running until 23 April, Urban Edit transforms The Atrium at the Upper Ground into a curated landscape of discovery. In collaboration with Papi and Friends, it highlights Cebuano creativity grounded in individuality, craftsmanship, and intentional retail experiences.

Opening with an exclusive Content Creator’s Party on 9 April, Urban Edit welcomed media and digital tastemakers for an exclusive preview. The program featured a fashion talk by Iao Coca and Etienne Chantal on self-styling as personal expression, along with live DJ sets by DJ Miller that set a relaxed yet elevated tone. Guests engaged with brands, captured moments, and joined live portrait sessions and tarot readings, setting the tone for a launch that felt both intimate and dynamic.

A moment of curiosity and discovery unfolds at Urban Edit, where tarot readings and vintage finds encourage exploration and personal expression.