Heima's where the heart is

MANILA, Philippines - The curious thing about Heima is that it seems to have skipped puberty altogether. From the time it opened in April 2009 to its upcoming launch of their summer collection on May 5, the lifestyle store has grown up gracefully, without the trappings of an identity crisis or awkward phases. They’ve swiftly transitioned to their fifth collection, “Oh Hi, Summertime!” their latest take on the confident twee they manage to inject in every piece they have—this time in timely ikat prints and ombre hues. Bong Rojales and Rossy Yabut of Heima, for three years now, have been the doting parents of a prodigy with a steady learning curve.

Their merchandise are as whimsical as they are practical; and with collabs, exhibits, and design discussions still up their sleeves (plus that new Instax Wide), Heima’s got an uncanny ability to give people what they want before they even know they want it. Young Star talks to Heima about their upcoming anniversary, why decided to open their first store in Cubao X, and their fascination for the young.

YOUNG STAR: What’s a typical day like at Heima?

BONG ROJALES: A typical day is busy, productive and fun. Everyone is young and female, except Bong (laughs). Shoots are quite common at the store, like prenup and magazine features or editorials.

The two stores have different store hours, and there’s some difference with the market they serve. That just shows we have broadened a little, but not forgetting where we came from. We still love Cubao X and what it brings.

You guys have been around for three years. How’s the experience been like?

We feel like three years is already a lot of time to be known, but we still have a long way to go. At the same time we need to keep designing, innovating, inspiring and pushing ourselves to the next level.

We take that also as an advantage—though we’re trying as fast as we can to learn. The established companies also have to adjust as there are many changes happening in the design world.

Who curates what goes in the store? Can you tell us about that process?

(Laughs) It’s a joint effort, for Rossy and me. It’s a mix of the old and new, of mature and young influences. For every collection we have a whole binder full of pegs, initial ideas, prototypes, materials, color schemes and samples.

It takes just about three to four months from initial conceptualization. Maybe we work too fast for some but we think ideas can be transformed to reality much faster.

Does it ever get difficult to make compromises?

Heima in a way has a more feminine aesthetic, as homey spaces usually do. And it’s the wives who make the interior design decisions at home and I don’t have a problem with that.

Well, as long as I get a space for the masculine hobbies like vinyl, music, cameras etc. (laughs) 

Lately you guys also have started holding art exhibits not only for young upcoming artists but for established ones as well. What are you guys pushing for in the long run?

We are not that sure! (laughs) But honestly we love the feeling of being able to discover fresh talent, hidden gems or secret stars in the art and design field.

We are not a traditional art gallery but I think we are onto something. We definitely want more people to invest in art.

And on that note, we also love Heima’s openness to the young. You guys are always hiring young interns and employees. Why is that?

We have a soft spot for the interns—young and full of ideas. Some we have to guide, others we know have a bright future ahead. Giving something to them in the form of exposure is an advocacy in a way.

Let’s talk about the new collection. What about it takes from your previous ones, and what about it is different and new?

Every collection is different and for this one, we wanted to have a more of an outdoor and summer influence.

Though it is not about outdoor furniture or bright summers. The photos of Aleyn Comprendio (http://aleyncomprendio.com/), the music of bands like Memoryhouse, of pastel mint colors married with sunlight and pops of neon, all combine to something really special and unique.

The ombre table looks especially striking, but what’s your favorite piece from the collection?

Rossy loves the ikat patterns, but the ombre is something she really wanted from the beginning.

Any plans of opening another store? Or any other expansion plans?

We can’t really say, we just take it one step at a time. We look forward to an international release. We have been contacted by many for a partnership but we want to take it a step at a time.

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“Oh Hi, Summertime!”, a the summer collection release of Heima Home and Lifestyle on May 5, 2012 will be at Heima LRI Makati. You can drop by from 2 p.m. to 11 p.m. The Heima design discussion will be at the LRI Atrium at 2 p.m. and cocktails will be served at 7 p.m.

For more details, visit twitter.com/heimastore