Araneta City made a mark on the global stage as it brought home two major wins at this year’s International Council of Shopping Centers (ICSC) Global Awards, earning top honors for campaigns that celebrate inclusion and representation.
At the awards ceremony held on Monday, May 19 in Las Vegas, the City of Firsts clinched a Gold award for its 2024 Pride Month campaign and a Silver award for its 2024 World Autism Awareness Month initiative — both under the Most Creative Media/Sponsorship Campaign – Local Brand category of the prestigious Visual Victories Awards.
“Our hearts are filled with happiness and gratitude as we accept these recognitions,” said Marjorie Go, Vice President for Marketing at Araneta City. “It means a lot to see our advocacy campaigns being appreciated on a global stage. It reminds us that Araneta City is a space where people come together to build communities and share stories that matter.”
The Visual Victories Awards Program celebrates exceptional visual merchandising and promotional campaigns by retail merchandising units, kiosks, and temporary retailers worldwide.
Championing Pride and Visibility
For Pride Month 2024, Araneta City transformed Gateway Mall 2 into a lively and inclusive celebration of LGBTQIA+ identity. The activation featured informative panels that showcased and explained the meaning behind various LGBTQIA+ flags, strategically placed in the mall’s activity area. This was paired with a captivating visual display on the Quantum Skyview LED ceiling, creating an immersive experience that drew thousands of mallgoers throughout June. Partnering with TLF SHARE, the campaign blended celebration and education, sparking meaningful conversations and achieving impressive organic engagement online.
Spotlighting Neurodiverse Creativity
Araneta City’s 2024 World Autism Awareness Month initiative turned the spotlight on the talents of individuals on the autism spectrum. The centerpiece was an exhibit of artworks by neurodiverse artists, accompanied by their personal stories, developed in partnership with the Philippine Association for Citizens with Developmental and Learning Disabilities, the J. Amado Araneta Foundation, and other organizations. The exhibit was further enhanced by a dynamic Quantum Skyview LED display, reinforcing the event’s powerful message of empathy, learning, and acceptance.
“Every now and then, we reimagine our spaces as more than venues for shopping or entertainment,” Go added. “We see them as community hubs—where people gather, connect, and find inspiration. That’s why these international recognitions are especially meaningful for us.”
With these wins, Araneta City continues to lead by example—transforming commercial spaces into platforms for purpose, creativity, and community.
