Smiles abound SM Megamall, quite literally, with installations that encourage everyone to be happy and smile.
Through its partnership with Smiley World, a lifestyle brand committed to sharing happiness through Smiley-branded collection, SM Megamall has created a happy summer experience, bringing in smiley activations and installations that made shopping more fun and exciting for all.
The Smiley Steps at the Mega Fashion Hall entrance was a picture-perfect display of different emojis. Mall-goers can lounge around at the Smiley Beach or dive into the ball pit which are located at the Mega Fashion Hall. Everyone is free to take snapshots at the larger-than-life Smiley Chairs which can be found around the mall.
Smiley World’s signature smiley, which closely resembles the smiley face created by US graphic artist Harvey Ross Ball in 1963, was created by French journalist Franklin Loufrani in 1971 as a way to indicate to readers of the French newspaper France-Soir which stories held good news.
Before the campaign started in 1971, Loufrani registered his smiley face with the French trademark office, and by the 1990s, he and his son Nicolas held trademarks for the symbol in around 70 countries.
In 1996, the Loufranis founded the Smiley Company in London, England built around the Smiley brand. In 1997, Nicolas created hundreds of emoticons, including a 3D smiley logo. His images, registered with the United States Copyright Office in 1997, were first published as GIF files on the internet in 1998, making them the first graphical emoticons used in technology. He launched the Smiley World brand shortly hereafter.
During the launch, Smiley World’s Asia Pacific senior manager Suleeporn Palawechakij graced the event. Influencers including Sirene Sutton, Culver Padilla, and actor Lance Raymundo also joined in the fun.