Manila Fame: A turning point for the country

As the old adage goes: “Quality over quantity.”

This year’s edition of Manila Fame on Oct. 17 to 20 at SMX Convention Center is proof that we are at a true turning point for the Philippines. Moving in conjunction with the country’s economic growth and out of pure manufacturing, the country is now pushing forward our creative spirit anchored on traditional craftsmanship, and our capacity for quality, innovative contemporary design. Backed by the Department of Trade and Industry’s Center for International Trade Expositions and Missions’ (CITEM) Design for Exports Program we are well on our way to being recognized as one of the top design capitals of the world.

 â€œThe Design for Exports Program fortifies our efforts to position the Philippines, through the country brand ‘Design Philippines,’ as the purveyor of high caliber and design-forward products crafted in the Philippines for the world,” explains CITEM executive director Rosvi C. Gaetos.

This year’s fair showcased an array of products that is well beyond the usual souvenir-type handicrafts or traditional provincial roadside furniture manufacture style. The exhibitors took local artisanal techniques such as veneers, solihiya, weaving and rattan latticework and used these expertise to create products that are current, relevant and above all beautiful. CITEM has tapped the country’s leading creative entrepreneurs, under the creative direction of Budji Layug, to provide product development assistance to the country’s SMEs — creating a unique collaboration that further strengthens the country’s image as the region’s trendsetter. “I consider the Design for Exports program as a long term commitment to develop globally competitive products that would satisfy the international market. This edition of Manila FAME carries that commitment and will test the capabilities of these local companies for them to achieve international competitiveness,” says Budji Layug. “We are not following trends but we are creating our design sensibilities, our design silhouettes, our design brands for the global market instead of just doing manufacturing.”

The forte of the Philippines as a future design capital still however lies in the solidity of the manufacturing arm and the option of having a complete package. “The nice thing about a lot of companies we have here is that we are flexible. In our case we are selling to buyers who carry our brand but also to buyers who are not necessarily carrying our brand and looking to manufacture products. You don’t have to choose between the two,” explains Randy Viray of Triboa Bay Living.

This is a rather unique situation as compared to other regions in the world where more often than not the designs are created in one place then made and assembled in another. Jun Tiotuico of Industria Home further shares that “In our booth I have products that are specifically not under my brand as well as those that are. You just have to separate the two, there is a difference in marketing and even the look.”

It is, however, clear that this is a pivotal moment in Philippine design. “Although most are local buyers, the biggest impact I had this is year is this one Dutch buyer that saw my brand in Paris,” claims Ito Kish. Increased exposure of local brands in shows like Salone in Milan or the more recent collaborative Design PH effort in Maison et Objet Paris is showing direct results in the way people are starting to perceive Filipino products. “Because of our exposure in the shows in Italy and in France, there are buyers that I met there and have sent their buying agents here to this show because they liked what they saw there,” says Tiotuico. “These companies immediately saw that it was a brand. Asked if they can distribute the products and not have something manufactured.”

As compared to past years, buyers are now no longer looking for something specific. As Viray notes “each brand has its own strength and buyers are more accepting of what is in the booth already. We are now setting trends rather than following them.”

Nonetheless many buyers do come with some expectations. “The challenge however is also pricing,” cites Rene Alcala of Domicillo by Peter and Paul. “As a manufacturer prices are kept low and when you’re selling a brand it will be at a higher price. It’s a matter of proper marketing.”  In the end however, all designers agree that the true strength still comes from delivering a well-made product. A good design is almost worth nothing without the mechanisms to back it up. “With success it is almost important over time to put our hand in our pocket and invest in manufacturing,” states Carlo Cordaro of Cebu Based Atelier A.

As Design Philippines garners more momentum, Kenneth Cobonpue reiterates the necessity of a strong brand image. “Capability not just in design, not just in manufacturing but the whole picture you have to build your image, your marketing materials, your system in production because you’re going to be showing yourself or your company as a high end product and you have to follow through on that.”

The support this movement has gotten from the government is truly valuable and one of the most important proponents in pushing our country as being a global design leader. Layug explains, “We need a long term strategy on how we approach marketing and presenting design Philippines. You have to be consistent and for the government to continually support the presence of the Philippines in the design capitals of the world like Milan and Paris.” More inspiring however is the solidarity these designers display with each other and their honest interest in developing not just their own personal enterprises but the industry as a whole. As Alcala so aptly puts is. “This is just a start. And if we’re successful other manufacturers will choose to brand themselves and the show will grow.” And we absolutely cannot wait for the next one!