From mere hubs of passive consumption, Southeast Asia’s supermalls are now arenas for connection, as well as case studies in innovation. Using the latest technological advancements and storytelling devices, how can brands build the next all-in-one spaces for modern shoppers?
Diego Azevedo is a seasoned industrial designer and experiential marketing specialist with 15 years of expertise, including five years in Singapore. He has a deep understanding of both Eastern and Western consumer behaviours. His background spans industrial design for merchandising materials, strategy development in FMCG, and leading design teams in multinational agencies. With a strong foundation in manufacturing and creative strategy, Diego manages brand activation projects from concept to execution. He specialises in exploring diverse design languages and utilising online-to-offline strategies to create immersive experiences that engage audiences and build brand loyalty.
Donnah Montemayor is a consultant for major ad agencies across digital strategy, operations, and talent-building. Formerly the managing partner of Ogilvy Philippines (handling OgilvyOne and Social@Ogilvy, as well as its PR division in previous stints), she now runs Taylor’s Play Cafe, an indoor playground for kids that also doubles as a third space for parents.
Aaron Henry heads up Foundeast, a Bangkok-based independent agency providing global marketing communications capabilities to clients across Southeast Asia. He has over 20 years of experience in end-to-end marketing, from branding and PR to social, production, and lead generation.
Manila-based culture writer, consumer researcher, and content strategist, Angel Martinez runs a weekly column with PhilSTAR Life, where she initiates conversations around Gen Z behaviours and issues. Her pieces on identity, the internet, and their intersections have been published in Vice, i-D, Vox, Dazed, and Business Insider, and commissioned by think-tanks including Crowd DNA and Forge Futures. Outside of work, she can be found reading her book of the week in any cafe that serves iced matcha lattes.