SM City Baguio nurtures rising creator community

Among them is local content creator Gell Gadiano, who uses the mall as a backdrop for lifestyle content that highlights both personal experiences and the mall’s retail and dining offerings. Her work reflects a broader trend of creators blending storytelling with brand discovery in relatable ways.

Mall officials say areas like the Sky Terrace have become particularly popular due to their open-air design, natural lighting and panoramic city views — features that cater to photo and video production.

Beyond physical spaces, the mall is fostering a collaborative environment where creators can connect, exchange ideas and support one another.

This sense of community, they add, is key to sustaining creative growth and encouraging authentic content.

The initiative also benefits tenants, giving them added exposure through user-generated content that resonates with digital audiences.

SM City Baguio said its continued efforts aim to go beyond retail, positioning the mall as a platform where creativity is cultivated, local voices are amplified and each visit offers opportunities for storytelling.