Fusion of brands: SM Cubao renamed SM Araneta City

Frequent shoppers at the Araneta City complex in Cubao, Quezon City may have noticed the subtle branding change at the iconic SM mall in the area.

Since October, SM Cubao has been renamed as SM Araneta City, a fusion of the brands associated with the Sy-blings and Aranetas.

The mall even created a new Facebook page to signal the major milestone that began on September 20. The rebrand is not as aggressive as expected, but does fit well with the Araneta City concept.

The decades-old SM mall calls itself “the ultimate fashion destination in Araneta City,” having stood the test of time despite the opening of adjacent shopping centers in the same complex.