SHOPPING CENTER

MANAGEMENT CORP.

VISUAL GUIDELINES
for SM Mall of Asia

I. OVERVIEW

This Visual Guidelines module serves as a basis for new and existing partners, with the aim of
maximizing the potential of each business here in the SM Mall of Asia. As LESSEES in the SM
Mall of Asia, each has a unique opportunity to partner with a mall that maintains global and 5-
star hotel standards. As such, all partners are encouraged to create extraordinary stores, which
are in-line with the SM Mall of Asia's theme and international standards.

The store designer and LESSEE must be aware of these guidelines in order to create a store that
is visually attractive, and a store that provides a pleasurable experience to a visitor. For the
mutual benefit of management and all lessees, it is a requirement that each partner complies with
the Visual Guidelines for the SM Mall of Asia. Review and approval of a LESSEE’S pre-
construction requirements, including the compliance of the Visual Guidelines, will be done by
the SM Mall of Asia Administration. Furthermore, any requests for execution of a store's
construction or design, other than what is implied in the Visual Guidelines will be done by the
SM Mall of Asia Administration.

It is essential that prior to the submission of a store’s architectural plans and materials board, the
Visual Guidelines are followed. If in the case that the Visual Guidelines have differences with
the House Rules and Guidelines for SM Mall of Asia or the Construction Rules and Guidelines,
the two latter will take precedence.

II. STORE MATERIALS

1) Flooring

In addition to Item # 1.1, Section IV-B of the House Rules and Regulations, LESSEES are
required to use quality flooring made of tiles, hardwood, natural stones, and carpeting.
Flooring without carpeting should maintain the minimum 0.60 meter X 0.60 meter
block dimensions.

As a cost-efficient and low-maintenance material, tiles are the preferred floor materials. These
materials provide a luxurious look to the store, and the option to replace tiles individually comes
in handy when such are damaged. Acceptable tile materials are ceramic, quarry, porcelain, and
other quality tiles. Use of tiles other than what was listed should be submitted for approval to the
SM Mall of Asia Administration.
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Natural stones are the most durable floor materials allowable for the SM Mall of Asia. These
materials are expensive, but they will provide great value for money as well as maintain the class
and elegance for a store. Permitted stone materials are granite, marble, limestone, sandstone,
slate and terrazzo.

Wooden flooring provides stores a timeless look, and it is easy to clean at the same time. One
downside though is that wooden flooring can easily be stained, warped, and scratched. Use of
wooden flooring should maintain the any of following standards: painted, laminated, wood
parquet and solid or veneer.

Carpeting using high-quality fiber materials such as nylon, PET polyester, olefin, chenille, and
Wilton is highly recommended. The color of the carpet should complement or match the store's
color scheme.

Stores should ensure that carpeting is properly maintained and cleaned once installed. It is
recommended that the LESSEE hires a contractor that specializes in carpeting for this task.

2) Ceiling

LESSEES are permitted to use drywall (gypsum board), ficem board, plasterboard, and metal
materials for the store ceilings. Usage of t-runner ceilings are not allowed.

The above-mentioned materials differ with regards to their durability, combustibility, and
aesthetic quality. The gypsum board is economical, easy to install, and suits most modern
construction designs. Ficem boards are durable, termite- resistant, and low-maintenance.
Plasterboard is fire-resistant, has good sound insulation, and has an elegant surface. Other non-
combustible forms of wooden materials may be used with the approval of the SM Mall of Asia
Administration.

The following types of metal materials are allowed: cast iron or cast aluminum, stainless steel,
copper, bronze, wrought iron, gun metal, and pressed or perforated metal.

3) Disallowed Materials

Combustible materials may not be used for walls or ceilings. Accordingly, materials that would
cause apublic hazard are also disallowed.

The LESSOR reserves the right to disallow any material that it finds to be inefficient, non-
durable or low- grade in terms of overall quality.

4) Miscellaneous Materials

Use of materials other than what is specified in the Visual Guidelines are subject to approval of
the LESSOR. Disallowed materials may be permitted in the case that they suit the design of the
store or if they are utilized for non-public areas.
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III.STOREFRONT CRITERIA

All marketing collaterals and display products should reflect the aesthetic of the store and should
help strengthen a store's brand equity.

The family-friendly orientation of the mall should be maintained when considering the
presentation of items or visuals. As such, visuals are for approval by the LESSOR before
application.

1) Storefront Display Products

Products for display must be brand-new, and are part of the store’s latest offerings. For apparel
brands, it is encouraged that the display items summarize the featured items of the store, or
samples of the latest collection of the brand.

The LESSOR reserves the right to request for revision of the storefront display products if it is
found to be visually unappealing, scandalous in nature, or does not match the overall theme of
the store.

2) Stickers and Graphics

LESSEES are encouraged to install sticker designs inside the glass panel of the store to enhance
the façade’s points-of-interest. Images of approved sticker designs are available in the compact
disc, which is located in your New Partner’s Guide.

Stickers must be full-color, and must match the overall theme of the store.

3) Posters and Collaterals

Please refer to part VIII, section 2 and 4 of the Visual Guidelines.

4) Menu Boards

Restaurant, cafe, and similar food partners may place menu featuring the products and offerings
of the store, outside the lease premises. The menu may be placed on easel or host stands, beside
the ACP portal. The stand may be placed a maximum of 3.5 inches away from the glass panel.

5) Frontage Visibility

Only a maximum of 30% of the storefront

IV. SIGNAGE CRITERIA

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1) General Guidelines

Item #8, Section IV-B of the House Rules and Regulations states that “Sign letters shall have a
minimum height of 14 inches and must fall within the signage band (1x2 meters). Back lighted
background of signage band is not allowed”.

All signage designs should be approved by the SM Mall of Asia Administration. LESSEE may
create a signage contradicting the given criteria with the approval of the LESSOR..

2) Types of Signage

LESSEE is encouraged to utilize energy-efficient signage back-lighting, and usage of such may
be approved by the SM Mall of Asia Administration.

The following types of signages are allowed:

2.1. Acrylic build-up letters with LED back-lighting.
2.2. Individual, raised letters with metallic finish (LED lit).
2.3. Cut-out or etched brand logo made up of solid material such glass mirrors, and stainless
steel.

Animations, use of plastic or paper, blinking lights, and lighted box-type signages are not
allowed. Panaflex and unlit signages cannot be used. Utilization of other forms of signage may
be approved by the LESSOR.

3) Design Requirements

LESSEES should align the storefront signage design with the overall theme of the store. The
signage is one of the most crucial factors to the aesthetic quality of the store, and non-
conventional and creative signage designs are strongly suggested.

Components of the lighting medium for the signage such as conduits, raceways, transformers,
ballasts, and conductors should not be visible in the exposed surface.

Item #8.2, Section IV-B of the House Rules and Regulations states that “Wording of sign shall be
limited to store’s trade name. Additional wordings must be behind glass panels”.

V. LIGHTING

1) General Requirements

LESSEES are highly encouraged to utilize energy efficient light bulbs. Application of such are
subject to approval of the LESSEE.

Exposed fluorescent or incandescent lighting fixtures are not allowed. They may only be left
visible in the concealed or staff-only areas of the store premises.
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The LESSOR reserve the right to request for additional lighting if the store premises lack
visibility.

2) Storefront

The storefront's look and feel is vital to the store as it is the first point of contact with the
customer. Most of the time, this will determine whether a customer will visit the store or not. As
such, this area should have a higher level of lighting in comparison to the sales area.

Cove lights or spotlights are recommended to be used inside the glass panels to enhance the look
of the storefront.

No lights must glare from the store premises to the mall's common areas.

3) Sales Area

The amount of lighting needed by a store varies according to the theme and physical condition of
the lease premises. The store's display cases should be properly illuminated to highlight the
store's products.

Incandescent lighting with ballast of high power factor are recommended. Fluorescent lighting
could also be used together with shielding and accenting. Diffusers should be installed on these
fixtures.

Stores should use warm white or yellow lighting to maintain a positive ambience. Harsh white
hues are highly discouraged.

VI. LEASE PREMISES

1) Store Theme

Each store is required to follow a design and layout theme to create a unique and visually
appealing encounter for customers. The theme should complement the store's product offerings,
and highlight its unique features.

It is recommended that the LESSEE decorate the store premises to match the current holiday
season or special events of the SM Mall of Asia.

2) Display Products

LESSEE must ensure that merchandise sold within store premises are brand-new. Defective or
damaged items should have tags notifying customers of the defects or damages.
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Item #6, Section I. of the House Rules and Regulations states that “It shall be the responsibility
of the LESSEE to see that their stocks are replenished to assure shoppers of variety of choice.
This will ensure the continuous patronage of shops at the MALL”.

LESSORS reserve the right to request for a re-arrangement of merchandise if a store’s items are
cluttered or visually unappealing.

3) Elevations

Segments of the lease premises--other than the storefront area--may contain elevations in the
case that it complements the store's overall design. Examples of such would be separate areas
with certain products or services. It is recommended that the edge of the elevation has a
slope to maintain the store's accessibility.

Proposed elevations must first be approved by the SM Mall of Asia Administration.

4) Sanitation and Maintenance

Item #3, Section II of the House Rules and Regulations states that “LESSEE must at all times
keep the premises clean and in sanitary condition. SM Mall of Asia Administration or its
representative reserves the right to enter any of the leased premises, particularly the kitchen and
comfort rooms of food establishments to look into the sanitary condition of the same”.

The ceilings, walls, flooring, outside seating, restrooms, glass panels, ACP portals, furniture and
signages of a store must regularly be cleaned and maintained. The LESSOR reserves the right to
request for replacement of the aforementioned areas in the case that the materials used for such
are damaged or in bad condition. The furniture and fixtures placed by partners for outside
seating should also be cleaned and maintained.

Stores utilizing carpeting on their floor area must regularly maintain the cleanliness of the
carpets. It is recommended that the LESSEE hires a contractor that specializes in carpeting for
this task.

5) Furniture

Item #2, Section II. of the House Rules and Regulations states that “LESSEE agrees to use only
brand new or completely reconditioned fixtures, furnitures, and equipment within the leased
premises. LESSOR reserves the right to pass upon, and even refuse the entry and use in the
leased premises of such materials and equipment which are evidently suffering from poor
workmanship, quality and old age”.

It is highly recommended that the store utilize furniture made of quality materials from Section
II. of the Visual Guidelines. LESSEE is restricted from using furniture made of artificial
materials. Uses of monoblock chairs are highly prohibited.

The furniture used by a store must be cleaned and maintained in good condition. Tables, chairs,
and other furniture in each store must be balanced and must not be a safety threat to
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customers. Usage of other forms of furniture or those contradictory to the House Rules and
Regulations, or the Visual Guidelines are possible to be used if it suits the theme or design of the
store. Such cases are for approval of the SM Mall of Asia Administration.

6) Outside Seating

Food and beverage partners may place dining tables, chairs, parasols, and free-standing ashtrays
outside the lease premises in order to accommodate customers when the indoor seating is full.
The furniture placed for the aforementioned purpose must coincide with the approved design and
concept of the store. It is highly recommended that fixtures used for outside seating match those
placed inside the lease premises.

The furniture and fixtures placed by partners for outside seating should also follow the
guidelines in item #5, Section VI. of this manual. Furthermore, furniture placed outside the
leased premises should be weather resistant.

Store's utilizing outdoor dining areas must also clean and maintain the floor area, parasols, and
free-standing ashtrays outside of a store's lease premises. Stacking and storage of fixtures placed
outside the lease premises can be done before and after mall hours only.

7) Pipe-in Music

The use of pipe-in music by is vital to a store's ambience, and the shopping or dining experience
of a customer. As such, the music played inside the store must match the store's overall theme.

The use of radio FM stations as pipe-in music is not allowed, unless it matches the store's theme.
Special approval must be acquired from the mall administration for this need.

It is recommended that only one genre of music is played with the pipe-in sound system on one
given date. The use of recent and new music is strongly suggested.

VII. MERCHANDISE STOCKING

1) Storage Location

Item # 10, Section III. of the House Rules and Regulations states that”Storage of machineries,
equipment, and other properties of LESSEE in the common areas is strictly prohibited”.

Product stocks, cleaning materials, and other non-display items should be placed in the store's
storage area, which is not visible to customers.

2) Additional Storage Spaces

LESSEE is encouraged to rent an additional or satellite storage space provided by the LESSOR if
necessary. It is required that the storage space is kept clean and orderly. If recycled materials
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are used as storage mediums, the LESSEE must ensure that they are properly cleaned in order to
avoid rodents, insects, and other unwanted elements from inhibiting the storage space.

The LESSEE may simply contact the SM Mall of Asia Administration for such requests.

VIII. ADVERTISING AND INFORMATION DISSEMINATION

1) General Guidelines

Item #1, Section V. of the House Rules and Regulations states that “All LESSEES are required
to use the symbolic SM logo of which standard design is readily available at the SCMC
ADMINISTRATION, for use in all communications, promotions, advertising material forms.
Said logo must be used in all materials adjacent to, immediately above or below your store’s
name in newspaper advertisements, circulars, mailers, or any other print media advertising of
your products or services”.

Hand-written collaterals are strictly not allowed. All advertising mediums and marketing
collaterals for public use are subject to approval of the LESSOR. Hi-resolution logos are
available in the compact disc, which is located in your New Partner’s Guide.

2) Posters

LESSEES are encouraged to utilize posters to successfully communicate a brand’s promotions or

product offerings. The use of positively themed messages is strongly suggested.

The minimum requirements for posters are 300 dots per inch (dpi), full-color, inkjet or laser-
printed. Posters should be placed on sintra board, fold-coat, or similar materials. Tarpaulin
banners are not allowed. Monochrome posters are subject to approval.

Posters must be hung from the store’s ceilings beside the glass panels or placed on easel stands
made of the approved store materials in Section II. Use of glass suction hangers is strictly not
allowed.

3) Catalogues

Catalogues produced for stores must be printed on high quality, 125 gsm paper, or similar
mediums with the following minimum requirements: 300 dots per inch (dpi), full-color, inkjet or
laser-printed.

It is highly recommended that use of brochures or catalogues are aimed towards displaying the
latest products and offerings of the store to entice customers to purchase items.

4) Internal Notices
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Internal Memos such as notices of hiring, and other staff related notices should be placed within
the store premises. LESSEES are restricted from placing this in the storefront or on the glass
panels. Approval of the SM Mall of Asia Administration is also required for such.

IX. SHOP PERSONNEL UNIFORMS

1) General Responsibilities

Item #4 of the SM Mall of Asia House Rules and Regulations states “To enhance the appearance
of each shop and develop better image for the MALL, shop owners are strongly urged to have
their personnel wear properly coordinated uniforms that blend with the total concept of the shop,
complete with identification tags”.

2) Elements of Uniforms

LESSEES are encouraged to use collared shirts in the place of regular, collarless t-shirts to
provide a more classy and professional look for the store. It is recommended that staff wear
semi-formal uniforms in comparison to casual wear.

Use of slippers, sandals, and similar footwear are highly discouraged, unless they match the
overall concept of a store.

3) Holidays or Special Events

LESSEES are encouraged to have their personnel use color or design coordinated uniforms
which complement the current holiday season, or any special event of the store. This promotes
an extraordinary atmosphere for the customers for them to have a better shopping or dining
experience.

ALL TENANTS ARE ENCOURAGED TO PRACTICE THESE VISUAL

GUIDELINES, FOR THE MUTUAL BENEFIT OF MANAGEMENT AND THE
LESSEES, AND PROMOTION OF A BETTER SHOPPING EXPERIENCE FOR
OUR GUESTS.