Farmers Plaza

Farmers Plaza is a shopping mall in Araneta City, Cubao, Quezon City, Philippines. It is recognized as one of the country’s earliest enclosed, fully air-conditioned malls and occupies an important position in the development of Cubao as a major commercial and entertainment district. The complex was constructed in 1968 and opened in 1969, nine years after the opening of the Araneta Coliseum. Its original name was Coliseum Farmers Market and Shopping Center, reflecting its relationship with the Farmers Market, which operated on the building’s lower-ground floor during the mall’s early years. The market moved across the street in 1975, while the mall continued as a broader retail and lifestyle destination. The property was designed by Filipino architect Antonio Sevilla Sindiong. Sindiong and Fernando Hizon Ocampo were also associated with the design of nearby Ali Mall, helping establish a group of commercial buildings that reinforced Cubao’s role as a shopping and entertainment center. Farmers Plaza initially had four floors and accommodated a range of shops and services. During the 1980s, it also included a two-screen cinema operation, although the cinemas were later closed and their space was converted for retail use. A major fire in 1985 damaged substantial portions of the building. Reconstruction was delayed amid the political uncertainty surrounding the 1986 People Power Revolution and subsequent coup attempts. In 1988, the renovated property was relaunched as New Farmers Plaza Shopping Center, commonly shortened to New Farmers Plaza. The redevelopment increased the building from four to five floors and expanded its floor area. A further renovation began in 1990 and was completed in 1991. The mall’s integration into the expanding Araneta Center transport and commercial network became a major turning point. Following the development of the MRT-3 Araneta Center–Cubao station next to the property, Farmers Plaza underwent another renovation beginning in 1999 and completed in 2001. This work modernized portions of the western side and created a direct connection to the station. It was the first property renovation undertaken under the Araneta Center master plan. A later modernization began in 2012 and was completed in 2014, updating the façade, interiors, facilities, amenities, and security systems. Farmers Plaza provides approximately 60,400 square meters of retail space across five levels. Its tenant mix has included merchandise, lifestyle, electronics, dining, pharmacy, bookstore, apparel, convenience, and entertainment businesses. Anchors and notable occupants identified in reference material include Robinsons Easymart, formerly Wellcome, Handyman, Mercury Drug, Bench, National Book Store, and Penshoppe. The mall also contains Food Plaza, an activity-area atrium, and the Farmers Plaza Bazaar, an indoor bazaar featuring fashion, electronics, and food vendors. The property’s location is central to its positioning. It fronts or connects with major routes around EDSA and is directly linked to the MRT-3 Araneta Center–Cubao station. It also connects with or sits near Smart Araneta Coliseum, Gateway Mall, Gateway Tower, Ali Mall, the New Frontier Theater, the Araneta City Cyberpark, residential developments, and other transport facilities. Farmers Plaza functions not only as a conventional shopping destination but also as a pedestrian interchange and neighborhood-serving retail center. UV Express vehicles use the mall as a terminal, and bus services toward Antipolo operate from the nearby Farmers Plaza bus stop.

Farmers Plaza originated as the Coliseum Farmers Market and Shopping Center, a commercial development constructed in 1968 and opened in 1969 in Cubao, Quezon City. Its opening followed the 1960 inauguration of the Araneta Coliseum and contributed to the formation of a larger Araneta commercial district. The building was designed by Filipino architect Antonio Sevilla Sindiong, who, together with Fernando Hizon Ocampo, was also involved in the design of nearby Ali Mall. The original complex was a four-floor, enclosed and air-conditioned shopping center. It is widely identified as the first fully enclosed, air-conditioned mall in the Philippines. The Farmers Market was among its original occupants and operated from the lower-ground floor until relocating across the street in 1975. The mall’s location near entertainment venues, department stores, transport routes, and other commercial buildings helped Cubao develop into a busy shopping and leisure destination. Farmers Plaza competed with established commercial areas including Harrison Plaza, Greenhills Shopping Center, Makati, Binondo, and Quiapo. The property sustained major damage in a 1985 fire. Reconstruction took place during a politically unsettled period following the 1986 People Power Revolution and subsequent coup attempts, delaying completion. In 1988, the property was rebranded as New Farmers Plaza Shopping Center, or New Farmers Plaza. The redevelopment increased the building to five floors and expanded its overall area. A second renovation in the early 1990s was completed in 1991. During this period, the mall operated a two-screen cinema. In early 1991, a person shouting a false fire warning caused a stampede in Cinema 2 during a showing of My Pretty Baby; twenty people were reported injured. The cinemas later closed, and their space was repurposed for retail tenants. Transport integration became central to the property’s later development. The construction of the MRT-3 Araneta Center–Cubao station immediately beside the mall prompted another redevelopment project. Begun in 1999 and completed in 2001, the project upgraded the western sections and created a direct mall connection to the station. It was the first property renovation associated with the Araneta Center master plan. Farmers Plaza subsequently became part of a connected network of shopping, entertainment, residential, office, and transportation facilities in Araneta City. A fourth major renovation began in 2012 and concluded in 2014. It introduced a more contemporary façade and interior treatment, upgraded public facilities and amenities, and enhanced security systems. The completed complex contains five levels and approximately 60,400 square meters of retail space. Its tenant base includes local and international merchandise, lifestyle, apparel, electronics, food, pharmacy, bookstore, and convenience operators. Reference material identifies Robinsons Easymart, Handyman, Mercury Drug, Bench, National Book Store, and Penshoppe among the mall’s anchors or notable occupants. Farmers Plaza also contains Food Plaza, an activity atrium used for public events, sales, and concerts, and the Farmers Plaza Bazaar, an indoor marketplace on the fourth floor. Its direct MRT connection, proximity to the LRT-2 Araneta Center–Cubao station, links to Gateway Mall and other Araneta City properties, and use as a UV Express and bus-related transport point give it a function beyond conventional retail. The mall remains an established, commuter-accessible component of Cubao’s commercial landscape.

• 2014

  Modernization completed

  [1]Farmers Plazaen.wikipedia.org

  The mall completes its fourth renovation and presents updated public spaces and facilities.

• 2012

  Fourth major renovation begins

  [1]Farmers Plazaen.wikipedia.org

  A modernization program starts, targeting the façade, interiors, facilities, amenities, and security systems.

• 2001

  Direct MRT connection completed

  [1]Farmers Plazaen.wikipedia.org

  The station-linked renovation is completed, improving access and modernizing the mall’s western sections.

• 1999

  MRT-linked renovation begins

  [1]Farmers Plazaen.wikipedia.org

  Renovation begins in connection with the adjacent Araneta Center–Cubao MRT station.

• 1991

  Renovation completed and cinema incident occurs

  [1]Farmers Plazaen.wikipedia.org

  A further renovation is completed; later that year, a false fire warning causes a stampede in Cinema 2.

• 1988

  Rebranded as New Farmers Plaza

  [1]Farmers Plazaen.wikipedia.org

  The renovated property reopens under the New Farmers Plaza Shopping Center name and expands from four to five floors.

• 1985

  Major fire

  [1]Farmers Plazaen.wikipedia.org

  A fire damages substantial portions of the building and leads to reconstruction.

• 1975

  Farmers Market relocates

  [1]Farmers Plazaen.wikipedia.org

  The market moves from the mall’s lower-ground floor to a separate location across the street.

• 1969

  Farmers Plaza opens

  [1]Farmers Plazaen.wikipedia.org

  The four-level enclosed and air-conditioned shopping center opens in Cubao.

• 1968

  Construction begins

  [1]Farmers Plazaen.wikipedia.org

  The building that became Farmers Plaza was constructed as the Coliseum Farmers Market and Shopping Center.

A centrally located, mass-market and convenience-oriented shopping mall serving commuters, residents, office workers, and visitors to Araneta City. Its differentiators are its long operating history, direct MRT connection, proximity to major entertainment venues, broad tenant mix, and role within Cubao’s integrated retail and transport district.

• Merchandise and lifestyle retail · 1969

  Retail shops

  Farmers Plaza houses a broad collection of merchandise and lifestyle outlets, including apparel, fashion accessories, electronics, household goods, and other everyday retail categories. The tenant mix combines Philippine and international brands and is oriented toward shoppers using the mall as a commuter stop, neighborhood shopping center, and access point within Araneta City.

• Food court

  Food Plaza

  Food Plaza is the mall’s food-court offering on the lower-ground floor. It provides a shared dining environment for a range of food vendors and supports the property’s role as a convenient stop for commuters, employees, residents, and visitors attending events in nearby Araneta City venues.

• Indoor bazaar

  Farmers Plaza Bazaar

  The Farmers Plaza Bazaar is an indoor marketplace located on the fourth floor. It features smaller vendors and merchandise categories including fashion, electronics, and food, giving the mall a more informal bazaar component alongside its conventional stores.

• Events and entertainment

  Activity-area atrium

  The activity-area atrium on the lower-ground floor functions as a flexible public-event space. It has hosted sales, concerts, promotional activities, and other public gatherings, adding an experiential and community-oriented function to the retail complex.

• 2012

  Comprehensive modernizationStrategy

  Background

  The aging shopping complex required updates to remain competitive within the expanding Araneta City retail and entertainment district.

  Action taken

  A renovation program updated the façade, interiors, facilities, amenities, and security systems.

  Aftermath

  The modernization was completed in 2014 and retained Farmers Plaza as a contemporary, transport-linked shopping center.

  Source

• 1999

  Integration with the MRT stationStrategy

  Background

  The adjacent Araneta Center–Cubao MRT station created an opportunity to improve pedestrian access and connect Farmers Plaza to the wider Araneta Center network.

  Action taken

  The mall began a renovation of its western sections and developed a direct connection to the MRT station.

  Aftermath

  The project was completed in 2001 and made Farmers Plaza more accessible to mass-transit users.

  Source

• 1988

  Rebranding and post-fire expansionStrategy

  Background

  The 1985 fire damaged the original building, while reconstruction was delayed by political instability and related events in the late 1980s.

  Action taken

  The property was relaunched as New Farmers Plaza Shopping Center, with the building expanded from four to five floors and its retail area increased.

  Aftermath

  The redevelopment preserved the mall as a major Cubao retail destination and established the New Farmers Plaza identity used during the subsequent period.

  Source

1. 1Farmers Plazaen.wikipedia.org
2. 2Farmers Plaza official property pagearanetacenter.net