SM City La Union is transforming the Elyu experience with a fresh take on coastal living and community. The 89th SM mall is a vibrant reflection of Gen Z’s lifestyle—where beach vibes meet modern design, sustainability, and social connection.
Just minutes from the San Fernando shoreline, the mall blends La Union’s laid-back surf culture with a curated retail experience. Zones for fashion, collectibles, beauty, and wellness celebrate individuality and self-expression.
The mall’s design takes cues from the sea and the shore, with clean lines, local stonework, and greenery that flow naturally into the landscape. Inside, natural light fills the space, while the Grand LED Staircase glows like waves beneath a chandelier made of seashell and rattan.
The mall’s centerpiece, The Boardwalk, brings together local cafés, themed restaurants, and gourmet food trucks. Just steps away is The Sandbox, where visitors can play volleyball, enjoy daily live entertainment, and hang out.
Adding to the mall’s design is Magwayen’s Chrysali by Filipino artist Leeroy New. Made from bamboo and recycled materials, it represents creativity, sustainability, and renewal—echoing SM City La Union’s support for local art and green living.
“SM City La Union captures Elyu’s youthful energy. It mirrors our customers’ lifestyle: vibrant, connected, and creative,” said Steven Tan, SM Supermalls President. “This is our pledge to bring new experiences to every generation. It is all for you.”
