MANILA, PHILIPPINES – Araneta City, the stylish urban hub in the heart of Metro Manila, continues to lead the way not just in retail and lifestyle, but also in championing purpose driven storytelling. At the recently concluded 2025 ICSC Global Awards held in Las Vegas, the City of Firsts clinched top prizes under the Most Creative Media/Sponsorship Campaign – Local Brand category: a Gold for its 2024 Pride Month activation and a Silver for its 2024 World Autism Awareness Month initiative.
“Our hearts are filled with happiness and gratitude as we accept these recognitions. It means a lot to see that our advocacy campaigns are being appreciated and recognized on a global stage. It reminds us that the City of Firsts is a place where people connect to build communities and tell stories that matter,” Marjorie Go, Vice President for Marketing of Araneta City, said.
The ICSC’s Visual Victories Awards is an annual celebration of excellence in visual merchandising and promotional creativity across retail environments worldwide. For Araneta City, this recognition isn’t just about aesthetics but it’s about using physical and digital spaces to ignite conversations and inspire change.
Their Pride Month 2024 campaign turned Gateway Mall 2 into a bold, inclusive canvas that celebrated LGBTQIA+ identities with immersive storytelling. A stunning array of LGBTQIA+ flags paired with educational panels at the mall’s activity area, supported by dazzling visuals on the Quantum Skyview was the centerpiece. Co-created with TLF SHARE, the campaign was both celebratory and informative, earning widespread attention both offline and across social media platforms.
In April, Araneta City turned the spotlight on neurodiverse talents through a heartfelt celebration of World Autism Awareness Month. Partnering with the Philippine Association for Citizens with Developmental and Learning Disabilities, the J. Amado Araneta Foundation, and other advocacy groups, the exhibit featured the expressive artworks of artists on the autism spectrum. Their stories captivated mall-goers, all while the Quantum Skyview amplified the message of empathy and understanding.
“Every now and then, we reimagine our retail spaces as more than just places for shopping, dining, or entertainment. We transform them into community hubs—spaces where people come together to be with family and friends, where relationships are built and strengthened. That is why these recognitions mean something very special for us,” Go concluded.
