Greenhills Shopping Center

Greenhills Shopping Center, commonly known as Greenhills, is a 16-hectare mixed-use commercial, residential, and leisure development in San Juan, Metro Manila. Developed by Ortigas and Company, it is one of the Philippines’ oldest major shopping destinations and has historically combined conventional mall retail with independent stalls, arcades, entertainment venues, restaurants, religious facilities, offices, parking structures, and residential towers. Planning for the development began in 1966 after a two-year study of community-development projects in different parts of the world. The concept was presented by Filipino architect Juan Nakpil. The shopping center opened in the early 1970s as the commercial centerpiece of the surrounding Greenhills residential development. Its early components included Virra Mall, Shoppesville, several arcades, Greenhills Theater, a bowling alley, financial institutions, and the Unimart supermarket. Most facilities were leased to operating companies, which in turn accommodated smaller retailers. During the 1980s, Greenhills became a prominent weekend destination for young people and families. Virra Mall attracted shoppers and moviegoers, while Shoppesville was associated with hobby stores, video arcades, music-related venues, and specialty retail. Over time, seasonal Christmas bazaars developed into permanent tiangge areas, or collections of small independent stalls. These stalls became one of the development’s defining features and helped establish Greenhills as a destination for bargain shopping. The complex experienced pressure in the 1990s and early 2000s as competing shopping centers opened elsewhere in Metro Manila. Many leases were approaching expiration by 2002, and several older facilities had received limited investment. Ortigas and Company considered selling the property but instead created a new management team and pursued an internally led redevelopment program. The Greenhills Theatre Mall reopened in January 2002 after the former theater had fallen into limited use. Virra Mall was subsequently demolished and replaced by V-Mall, which reopened in 2006 with new national retailers and an expanded chapel. A broader redevelopment program began in 2010. Its first phase added parking, retail space, cinemas, and The Viridian, a 53-storey residential condominium whose residents began taking turnover in 2016. The relocated Unimart opened in the new Greenhills Carpark Building in July 2017, freeing the former supermarket site for a major mall expansion. The seven-level Greenhills Mall was designed as an integrated regional mall combining lifestyle, mainstream, and value-oriented retail. It accommodates major brands, thousands of tiangge stalls, cinemas, food halls, parking, and the podium of GH Tower, an office and business-process-outsourcing building. Its South Wing softly opened in October 2023, followed by the East Wing in November 2023. Greenhills remains known for independent retail and its large Muslim trading community, particularly merchants of Maranao background. The complex has a Pearl Center and has long been associated with pearls, clothing, furniture, accessories, electronics, food, and other value-oriented merchandise. Several Philippine retail and restaurant brands began as small Greenhills businesses or developed a significant presence there. At the same time, the property has faced persistent criticism over counterfeit goods and has appeared in United States Trade Representative reports as a market associated with counterfeit trade. The development also contains Catholic, Muslim, and evangelical facilities, including the Chapel of the Holy Family, Greenhills Masjid, Victory, and a venue used by Jesus Is Lord Greenhills. Greenhills Masjid became a notable symbol of the commercial district’s religious and ethnic diversity, although its construction faced opposition from some nearby residents and homeowner groups before opening in 2005. The complex has also hosted major public attractions, including the Manila Christmas on Display from 2002 through 2016. Today, Greenhills operates as a large, continually redeveloped urban destination rather than a single-format mall, combining formal retail, informal commerce, hospitality and leisure, community facilities, residential uses, and office space.

Greenhills was conceived as the commercial center of a planned residential development by Ortigas and Company. Planning began in 1966 following an international study of community-development models, and architect Juan Nakpil presented the concept. The shopping center opened in the early 1970s with Virra Mall, Shoppesville, arcades, a theater, bowling facilities, banks, and Unimart. These facilities were largely leased to other operators, while smaller merchants occupied subleased spaces. By the 1980s, Greenhills had become a major leisure and shopping destination, particularly for younger visitors. Its attractions included cinemas, dining, video arcades, hobby shops, music venues, and weekend retail. Christmas bazaars gradually evolved into permanent tiangge areas, creating the distinctive combination of organized mall space and informal independent stalls that continues to characterize the complex. The development lost some visitors and tenants as newer Metro Manila shopping centers opened. By 2002, many leases had expired or were nearing expiration, and several older facilities had not been substantially renovated. Ortigas and Company abandoned plans to sell the complex and instead established a management team to lead redevelopment. The theater was renovated and reopened as Greenhills Theatre Mall in January 2002. Virra Mall was demolished in 2005 and replaced by V-Mall, which reopened in 2006 with updated retail facilities and new tenants. A much larger redevelopment began in 2010. The program added parking, retail, cinemas, and residential space. Its first phase was completed in 2013, while The Viridian condominium was turned over to residents in 2016. Unimart moved to a new carpark building in July 2017, making the former supermarket site available for the principal mall expansion. The resulting Greenhills Mall was designed as a seven-level regional mall with a hybrid lifestyle and budget-retail format, formal stores, tiangge stalls, cinemas, food halls, parking, and an office/BPO tower. The South Wing and East Wing opened on a soft-opening basis in October and November 2023 respectively. Greenhills developed a particularly strong association with independent merchants and the Filipino Muslim trading community, including many Maranao entrepreneurs. A dedicated Muslim prayer facility was first provided in 1992 and a larger Greenhills Masjid opened in 2005. The mosque faced opposition from some residents and homeowner groups, but was supported by local officials, religious organizations, and the shopping center’s management. It later moved to a larger facility in the McKinley Building. The site has also been associated with seasonal cultural and entertainment attractions. From 2002 to 2016 it hosted Manila Christmas on Display, an animated Christmas presentation transferred from the former Manila Cash on Delivery display. The Greenhills display was discontinued during redevelopment in 2017, while the tradition continued at other venues. Greenhills has faced a continuing counterfeit-goods controversy. The United States Trade Representative has identified it in its reports as a market associated with counterfeit products since 2018, and the complex was described as the only Philippine market on the relevant 2024 list. Management and the Philippine Intellectual Property Office have worked with merchants on enforcement and have stated an objective of addressing the designation. The complex otherwise remains active as a mixed-use urban destination combining shopping, informal commerce, dining, entertainment, religious facilities, residential towers, offices, and parking.

• 2023

  New Greenhills Mall wings open

  [1]Greenhills (mixed-use development)en.wikipedia.org

  The South Wing opened in October and the East Wing in November as part of the expanded seven-level mall.

• 2017

  Unimart relocates

  [1]Greenhills (mixed-use development)en.wikipedia.org

  The supermarket moved to the new Greenhills Carpark Building, enabling expansion on the former site.

• 2016

  The Viridian turnover begins

  [1]Greenhills (mixed-use development)en.wikipedia.org

  Residents began receiving turnover of units in the 53-storey residential tower.

• 2013

  First phase of major redevelopment completed

  [1]Greenhills (mixed-use development)en.wikipedia.org

  The initial phase added parking, retail, cinemas, and the residential component later known as The Viridian.

• 2006

  V-Mall opens

  [1]Greenhills (mixed-use development)en.wikipedia.org

  V-Mall reopened after the demolition and replacement of the former Virra Mall.

• 2005

  Greenhills Masjid opens

  [1]Greenhills (mixed-use development)en.wikipedia.org

  A larger air-conditioned Muslim prayer facility opened in the Annapolis Carpark.

• 2002

  Redevelopment program begins

  [1]Greenhills (mixed-use development)en.wikipedia.org

  After lease expirations and competitive pressure, Ortigas and Company chose to redevelop rather than sell the complex.

• 1992

  First dedicated Muslim prayer space

  [1]Greenhills (mixed-use development)en.wikipedia.org

  Ortigas and Company provided a prayer area after Muslim merchants requested a dedicated place for worship.

• 1970

  Shopping center opens

  [1]Greenhills (mixed-use development)en.wikipedia.org

  The development opened in the early 1970s with malls, arcades, entertainment facilities, banks, and Unimart.

• 1966

  Planning begins

  [1]Greenhills (mixed-use development)en.wikipedia.org

  Planning for Greenhills Shopping Center began after an international study of community-development projects; architect Juan Nakpil presented the concept.

A long-established Metro Manila shopping and mixed-use destination that combines mainstream mall retail, bargain-oriented tiangge commerce, entertainment, dining, community facilities, offices, and residential development.

• Regional shopping mall · 2023

  Greenhills Mall

  The principal contemporary mall expansion, designed as a seven-level integrated retail and lifestyle destination. It combines global and Philippine brands with approximately 2,000 tiangge stalls, cinemas, food halls, basement parking, and access to office and residential components.

• Independent retail market

  Tiangge

  Greenhills’ network of small stalls and independent shops is a core part of the development’s identity. Merchants sell fashion, accessories, electronics, pearls, furniture, toys, and other goods, generally emphasizing variety and value-oriented shopping.

• Shopping mall · 2006

  V-Mall

  V-Mall replaced the former Virra Mall after redevelopment. It expanded and modernized the retail offer and brought in tenants including SM-operated stores such as Ace Hardware, Watsons, and Toy Kingdom.

• Entertainment and retail center · 2002

  Greenhills Theatre Mall

  A renovated successor to the original Greenhills Theater. It forms part of the complex’s entertainment offer and includes cinemas alongside retail and dining uses.

• Supermarket

  Unimart Greenhills

  The long-standing supermarket component of Greenhills was relocated into the Greenhills Carpark Building in 2017, allowing the former one-storey supermarket site to be incorporated into the expanded main mall.

• Religious and community facility · 2005

  Greenhills Masjid

  A Muslim prayer facility serving merchants, shoppers, and the surrounding community. The original larger facility opened in 2005 and was later moved to a new center in the McKinley Building.

• 2018

  Counterfeit-market designation

  The United States Trade Representative identified Greenhills in its reports as a market associated with counterfeit goods. Management and the Philippine Intellectual Property Office have worked with merchants on enforcement and compliance.

  Source

• 2005

  Controversy over construction of Greenhills Masjid

  Some residents and homeowner groups opposed construction of the mosque, citing concerns about property values and security. Ortigas and Company, local officials, and religious groups defended the project as lawful and consistent with religious tolerance. The mosque opened despite the opposition.

  Source

Read more

• 2002Manila Christmas on Display at Greenhills

  San Juan · Metro Manila

  Greenhills hosted the animated Manila Christmas on Display, continuing a Christmas retail-display tradition that originated in Manila and later appeared at Araneta Center.

  Outcome. The display ran at Greenhills through 2016 before being discontinued during redevelopment.

  Source

• 2017

  Expansion of the main mallGeneration change

  Background

  The former Unimart site became available after the supermarket moved to a new building.

  Action taken

  Ortigas and Company developed a seven-level mall with formal retail, tiangge stalls, cinemas, food halls, parking, and an office-tower podium.

  Aftermath

  The South and East Wings opened on a soft-opening basis in 2023.

  Source

• 2010

  Launch of major mixed-use redevelopmentStrategy

  Background

  Greenhills sought to add modern retail, parking, entertainment, residential, and office facilities while preserving its established shopping-center role.

  Action taken

  A two-phase redevelopment added retail and parking, cinemas, The Viridian residential tower, the relocated Unimart, and later the expanded Greenhills Mall and GH Tower.

  Aftermath

  The development evolved from an older mall complex into a larger integrated regional destination.

  Reported redevelopment cost. PHP 25 billion (Two-phase project begun in 2010)

  Source

• 2002

  Redevelop rather than sell the complexStrategy

  Background

  Expiring leases, limited improvements by existing operators, tenant losses, and competition from newer Metro Manila shopping centers weakened the older complex.

  Action taken

  Ortigas and Company retained the property, formed a new management team, and began a phased redevelopment program.

  Aftermath

  The program modernized the theater, replaced Virra Mall with V-Mall, and eventually led to the expanded Greenhills Mall.

  Source

1. 1Greenhills (mixed-use development)en.wikipedia.org