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SM City Baguio nurtures rising creator community

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CREATOR COMMUNITY. Content creators gather during a Creator’s Night event at SM City Baguio recently. Below, creators produce photo and video content around the mall, using its varied spaces as backdrops for digital storytelling and social media engagement. The mall is strengthening its role as a hub for collaboration among local creatives. (Photos courtesy of SM Supermalls)

BAGUIO CITY  — SM City Baguio is positioning itself as a hub for the country’s growing community of content creators, offering spaces designed to inspire storytelling, collaboration and digital engagement.

As social media continues to shape how people share everyday experiences, the mall has become a destination for bloggers, vloggers and online creators seeking visually compelling and accessible locations for their work.

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.

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Gell Gadiano / local content creator

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.

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