The transformation of shopping malls: How Filipino retailers are redefining consumption through experience

Technology Changes Movie Watching: How ScreenX Saves Traditional Cinemas

As streaming platforms increasingly eat into cinema audiences, the Philippines’ largest cinema operator SM Prime chose not to retreat. Last September, it opened the country’s first SCREENX theater at the largest shopping mall in the Philippines—SM Mall of Asia (MOA).

SCREENX represents a technological revolution in cinema experience. Unlike traditional screens, SCREENX extends the image from the main screen onto the side walls of the theater, creating an immersive visual environment close to 360 degrees. SM Cinemas stated in an official announcement that this design “creates an unprecedented fully immersive viewing atmosphere.”

SM partnered with Korean company CJ 4DPLEX, which has developed innovative cinema technologies such as 4DX and UltraDX. Currently, audiences can experience the SCREENX version of “Avatar: The Way of Water” at SM MOA, with tickets priced at 700 Philippine Pesos each.

Steven Tan, President of SM Supermalls, told the media that SCREENX aims at younger audiences: “They no longer just seek to watch movies but pursue a complete immersive experience. SCREENX extends the screen to the sides, creating a 360-degree viewing space—that’s exactly what they desire.” Tan added, “The era of large cinemas is over because young audiences don’t want size; they want quality experience.”

Toy Upgrades to Emotional Carriers: Hello Bear’s DIY Revolution

In traditional retail, buying plush toys was a simple process—pick one off the shelf, pay, and leave. But Hello Bear has completely rewritten this process, transforming an ordinary shopping trip into an emotional experience.

The brand has opened custom plush toy workshops in several malls across Metro Manila. Customers can participate in a six-step customization process:

First, choose a style from unfilled plush toys. Second, connect the toy to a filling machine and step on a pedal to blow filling into the toy. Customers can choose the filling level—full or half—to determine the softness or firmness of the toy.

The third step is an optional electronic upgrade. Customers can embed a battery-powered miniature heart that simulates a heartbeat and automatically stops when not in use. Additionally, a voice recording device can be added to record any message, which the toy will repeat.

After filling, either customers or staff sew up the opening. Next is the accessory stage, where customers can buy clothes, headphones, cameras, sunglasses, or headbands for the toy. Finally, the toy needs a name, which will be written on an ID card.

A basic Hello Bear plush toy starts at 1000 Philippine Pesos, with prices increasing based on added electronics and accessories. Hello Bear has seven stores in the Philippines, located in Century City Mall (Makati), Venice Grand Canal (BGC), Newport World Resort (Pasay City), Toys “R” Us Power Plant Mall (Makati), Toys “R” Us Uptown Mall (Quezon City), Glorietta Mall (Makati), and others.

The Ultimate Form of Personalized Consumption: Sunnies Flask’s Custom Economy

Sunnies Inc. was initially known as a sunglasses retailer but has expanded into multiple categories—most notably water bottles. Sunnies is not just selling products but creating a customized shopping ecosystem.

Sunnies Flask offers three bottle designs—Robo, Bubble, and Pebble—and four capacity options: 16 oz, 25 oz, 30 oz, and 32 oz. The entry-level bottle (smallest size) costs 695 Philippine Pesos. The brand offers a wide range of color options.

After purchasing a basic bottle, customers can add accessories: rubber bases or mats (195-245 PHP), wheel attachments (195 PHP), bottle cleaners (195 PHP), and slings or tote bags (895 PHP).

The most competitive feature of Sunnies Flask is free engraving. Customers who buy any insulated bottle can have their name, initials, or any desired text or symbols engraved on the bottle for free, with multiple font options.

Eric Dee, CEO of Sunnies Inc., explained this strategy in a recent business interview on “Money Talks”: “What we offer is uniqueness. When we launched this bottle, similar products already existed in the market—it’s a traditional business model. Our innovation is incorporating customization—you can mix and match your bottle. This highly personalized experience is exactly what attracts consumers to visit our physical stores.”

To leverage cultural hotspots, Sunnies partnered with the global K-pop group Demon Hunters to launch the Huntrix design series bottles. The series includes 7 ready-made designs—Rumi, Mira, Zoey, Jinu, Huntrix, Soda Pop, and Derpy Tiger. Each bottle comes with a set of stickers, allowing consumers to further customize the design. The brand also sells Demon Hunters-themed name tags, bottle slings, and Pod (round mini handbags).

Sunnies combines offline experiences with digital marketing, extensively promoting on TikTok—currently the preferred platform for young consumers. Dee pointed out: “Most growth in emerging markets comes from platforms like TikTok. Many sales expenses and revenues are now directed toward this social channel’s quick purchase options. TikTok mainly involves live sales, endorsements, and product explanations, which are much cheaper. We operate both offline and online channels simultaneously.”

Sunnies has also launched two flagship stores—one at SM Mall of Asia and another at Bonifacio Global City—that integrate all brand lines: Sunnies Eyewear, Sunnies Cosmetics, Sunnies Flask, and Sunnies Coffee. These stores are designed as “full Sunnies experience centers,” places for “gathering, drinks, reading, and interaction.”

Steven Tan, President of SM Supermalls, called the MOA Sunnies World store a model for how businesses can stay competitive in the digital age in an interview with ABS-CBN News: “Today’s Filipino consumers, especially the younger generations, Gen Z and Alpha, are pursuing experiences. The era of simply displaying products for purchase is over. You must truly attract them and make shopping enjoyable and fun. At Sunnies World, you can do personalized customization, engraving, and they also have cafes and beauty consultants. These are things that can’t be done online or replaced by online shopping.”

The Endgame of Retail: Experience as the Core of Competition

These cases reflect a deeper trend of retail transformation. As e-commerce platforms continue to offer lower prices, major Filipino retailers are forced to fundamentally reinvent their business models. It’s no longer just about selling products; it’s about transforming shopping itself into an irreplaceable experience.

Whether through technological innovation (like ScreenX’s immersive viewing), interactive experiences (like Hello Bear’s DIY process), or personalized services (like Sunnies Flask’s customization ecosystem), these companies are doing the same thing: creating value that only brick-and-mortar stores can provide.

This shift will inevitably increase consumer costs. A customized plush toy or a personalized water bottle will be significantly more expensive than standard products. But the key question is whether these innovations can sustain long-term success.

It is foreseeable that by 2026 and beyond, the retail focus will no longer be on “what you have,” but on “what experience you can offer.” The era of experiential retail has officially arrived.