And now, I'm malling.

A mall can mean a million different things to different people because of its myriad offerings. In places that are already tourist destinations, it becomes part of the attraction. It, too, becomes a destination in itself.

To kids, it’s a mecca of toys, movies and amusement centers. For friends, it’s a place to hang out. To families, it’s yet another venue for bonding over hearty meals, shopping and everything in between. For ladies, it can be a place for pampering, with all the spas and feel-good clinics that abound in a mall. For the gentlemen, well, a mall is never without a hardware.

And when I go to the provinces, I feel some security when I know there is a mall nearby. For all the reasons mentioned above, and also because I know there are surely drugstores in the mall, in case of emergencies!

Indeed, everyone has a story to tell when it comes to life at the mall.

In SM’s case, the mall is a story in itself — an adventure set in more than 40 locations. SM founder and chairman Henry Sy, Sr. opened the first SM in 1958. In 1985, Sy opened the first SM Mall in North EDSA. In 2000, he opened the first SM Mall outside Metro Manila — in Pampanga, as it was rising from the ashes of the Mt. Pinatubo eruption of June 1991.

“In each mall launching, it is the tradition of Mr. Sy and members of his family to open the doors to personally welcome the first wave of customers,” says SM VP for marketing communications Millie Dizon. “And when that happened in Pampanga in 2000, eager crowds quickly filled up the place. It was an opening so phenomenal that by early afternoon it would take two hours to navigate from the parking lot to the mall entrance, and the traffic went all the way to the NLEX. We will never forget the warm welcome Kapampangans gave us.”

The province has since become one of the country’s most progressive, home to two SM supermalls. To date, 26 out of SM’s 42 malls are located in the provinces, reaching as far north as Baguio, and as far south as Davao.

“As we discovered new markets and became part of the communities we serve, we also became aware of the history and culture, the food and festivals, and of course, the wonderful people in our host cities,” points out Dizon.

Tessie Sy-Coson, vice chair of SM Investments Corp., said these malls gave SM the opportunity to be “glocal.”

“While we have brought global concepts and innovations to these places, we have also come to appreciate their exotic local flavor, giving us a uniquely glocal perspective. We like to think we have become part of these vibrant communities — embracing their culture and traditions, enhancing the shopping experience, as well as providing employment, contributing to local tax revenues and creating more business opportunities,” she said.

In 2006, SM opened six malls, including the Mall of Asia, which was envisioned to be the premiere destination mall in the Asia-Pacific region; The Block, which began the redevelopment of SM City North EDSA; and SM Supercenter in Pasig. Three other malls — SM City Sta. Rosa, SM City Clark and SM City Lipa -— rose in the provinces.

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My City, My SM, a book published by PeopleAsia and edited by yours truly, compiles fond memories of prominent local personalities of their SM and the cities they live in. The book was launched during the recent People of the Year awards of PeopleAsia magazine. From National Artist Bencab’s cool Baguio and National Artist F. Sionil Jose’s Rosales in Pangasinan to former Prime Minister Cesar Virata’s SM City Malls in historical Cavite, all the way down to Miss Universe Margie Moran-Floirendo’s SM City in Davao, the books shares the essence of each city alongside the SM Mall that has become part of it.

There is an SM Mall in Rosales, F. Sionil Jose’s birthplace and the setting of his five-volume Rosales Saga. The Rosales Saga covers 100 years of Philippine history and the world-acclaimed writer likes taking visitors to the places he remembers from his childhood — the schoolhouse he went to, the houses of the landlords, the municipal building, the mountains and Tayug, where the uprising took place in the ‘30s. He also likes going to SM Rosales to “walk, eat and visit bookstores.”

Bencab, for his part, brings out the allure of Baguio in the book. A resident of the City of Pines for 23 years now, he says, “I have always loved Baguio — the weather, the quietness, the tranquility.” He says the city is conducive to creativity.

He appreciates the conveniences that SM City Baguio, which was designed to follow the terrain of the land so people can still enjoy the breathtaking scenery, has brought to the city. “SM has changed the way people live and shop in Baguio. It is a one-stop shop that has everything.”

The other personalities (representing their home cities) featured in the book include Cannes Best Director Brilliante Mendoza, CNN Hero Efren Peñaflorida, former Marikina City Mayor Marides Fernando, writer Barbara Gonzalez, political scion Gilbert Remulla and social entrepreneur Bam Aquino. Coson, Dizon and PeopleAsia publisher Babe Romualdez presented the book to these personalities.

My City, My SM, according to Dizon has a simple but unique proposition: “We would promote our malls side by side with the host cities that so graciously welcomed us with open arms.” 

“We hope this book will be a guide to the wonderful attractions, festivals, cuisine and products, as well as the SM stores and malls, in key cities in the Philippines,” says Coson.

 (You may e-mail me at [email protected].)