I.

INTRODUCTION

1.1 Background of the Study

Through culture, the architecture of a place is best understood. The architecture of a

country signifies its history with the occurring customs and traditions. Culture affects

‘Architecture’. At some point, ‘Nationalism’ prevails in the architecture of a certain

country. It expresses a powerful presentation of the country’s national heritage and

cultural values.

Supermarket is one of the common destinations of a typical Filipino family. Culturally

speaking, not only it is where they buy their basic commodities but also serves as a

place of ‘’bonding moments’’ of families, friends, acquaintances and the like, of these

modern age.

Marketing such design trends in the Philippines is less visible than the utilization of

Western architecture as a reference in building design. Nowadays, in the case of the

architectural design of ‘Supermarkets’ alone, we admit that the modern and

contemporary Western design is used in the modern landscape. The usual schemes of

supermarkets were according to the worldwide trends thus, Filipino architecture is less

preferred. According to some advocates, this colonial mentality can erase our own

architecture and national identity.

Engaging a culturally sensitive design of supermarket to be situated in Binalonan,

Pangasinan, through the application of cultural values as a design innovation, we can

display a nationalistic ambience. Creating an environment wherein it showcases the

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Filipino architecture, provided that the supermarkets are one of the most visited by

Filipinos and the one that is usually where we spend our time, we can uplift the

Philippine architecture’s current status that will display our national identity. Thus, these

will pave the way to a greater appreciation of our culture, leading its way to be globally

competitive in the modern landscape, the Filipino way.

1.2 Statement of the Problem

This research study defines and indicates the principles of planning and designing a

supermarket to be situated in Binalonan, Pangasinan in accordance with the application

of Filipino cultural values as well as the showcasing of total Filipino architecture

characteristics. Moreover, it further discusses the application of such design innovation

to help the community and at the same time, can be applied in the interior and exterior

building design of supermarkets in the country.

Specifically, it sought to answer the following questions:

i. What are the Filipino cultural characteristics that can be applied in

supermarket design?

ii. What are the needed features for a supermarket that will indicate

the application of Filipino cultural characteristic and architectural

design in terms of:

- Form

- Color

- Arrangement of spaces

- Ornamentations

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 iii. What are the implications of supermarkets designed in accordance

with cultural values that can prove it as cultural sensitive to the

Philippine context and will uplift Filipino nationalism?

1.3 Objectives of the Study

The general objectives of the study are to provide design concepts and approaches

in leading the Filipino way of design innovation of supermarkets through the application

of culturally sensitive design treatment to satisfy the utilization of Filipino architectural

identity to cater nationalism in the country.

Specifically, it sought to achieve the following objectives:

1. To determine the Filipino cultural characteristics that can be applied in

supermarket design.

2. To identify the features needed for a Filipino-inspired architectural design.

3. To encourage nationalistic and cultural awareness in the municipality of

Binalonan through the design of a supermarket.

4. To be culturally sensitive in terms of the architecture of the country.

5. To introduce the Filipino way of designing not only in the Philippines but also

worldwide.

1.4 Assumption

The result of this research study is expected that through the application of the

Filipino cultural values together with the existing concepts and approaches of Philippine

architectural features in the interior and exterior design, it will provide a more functional

and aesthetically-pleasing supermarket design innovation.

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 On the other hand, the Filipino way of design innovation of supermarkets will pave

the way to nationalistic expression and cultural awareness in the community through the

cultural values defined that will further introduce our architectural design not only in the

country but also worldwide. Furthermore, this proposal will serve as guide and reference

for advocating our national identity reflected by architecture.

1.5 Theoretical Framework

CULTURAL
SUPERMARKET NATIONALISTIC
SENSITIVITY DESIGN
EXPRESSION

The theoretical framework of the study, illustrated above shows the flow of the

relationships in the research study focusing on the objective of integrating Filipino

culture as main architectural character in supermarket design to achieve nationalism.

This figure suggest that through the application of cultural values together with

the existing characteristics of Filipino architecture in designing supermarkets, Filipino

national identity can be expressed as its design innovation will pave the way of

introducing Filipino culture through architecture.

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 1.6 Significance of the Study

The research study plays an effective role in promoting the development of Filipino

identity through architectural design of supermarkets. Many people will also benefit from

this study such as;

 To the MUNICIPALITY. This will create cultural awareness to the community and

help people recognize Filipino design as a competitive one upon their

supermarket sojourn.

 To FILIPINOS. This will serve as a wake up call in preserving our national

identity through cultural expression. This implicates the greater role of promoting

nationalism in the country through building design that we should be proud of.

 To the GOVERNMENT. This will help the government in their campaigns about

nationalism in the country like the ‘’its more fun in the Philippines’’ promotion.

 To the ARCHITECTURE FIELD. This will serve as an avenue to the application

of our very own architectural design in design competitions. This will also help

the architects who advocate Philippine architecture in architectural design.

 To the SHOPPERS/CONSUMERS. This will provide a more innovative shopping

experience upon consumers to enjoy not only what they will buy on the

supermarket but also on what the view showcases that is truly Filipino.

 To BUSINESS OWNERS. This will give business owners an idea for

supermarket marketing purposes that are to promote their names for the

consumers and helping the economy to be progressive and nationalistic in

business.

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 1.7 Scope and Delimitation

The coverage and parameter of the research that are included in the investigation

includes;

ARCHITECTURAL THESIS ARGUMENT. This study focuses on the identification and

application the concepts and principles of cultural values that will be applied in the

design of a supermarket in Binalonan, Pangasinan integrating the Filipino architectural

character.

This will also seek to prove its capabilities that will promote nationalism in the country.

ARCHITECTURAL DESIGN. This study will cover the application of the design

concepts and principles from the cultural values in terms of the interior and exterior

design of supermarkets.

CONTEXT. This study will delimit on the supermarkets in the Philippines.

The methods and criteria are further explained in the methodology. This may be

replicated for future studies of similar nature. The time of this study begins in July 2013

up to the end of the semester. Thus, any development after this time frame is not

covered by the study.

1.8 Definition of Terms

 Advocate- somebody who supports or speaks in favor of something

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 Culture- the beliefs, customs, practices and social behavior of a particular nation or

people

 Design- to create or detailed plan of the form or structure of something,

emphasizing features such as its appearance, convenience and efficient functioning

 Expression- the communication of thoughts or feelings, e.g. directly to another

person or through a work of art

 Identity- the name or essential character that identifies somebody or something

 Innovation- a new invention or way of doing something

 Modern Landscape-pertaining to the modern days and competitive world of

architecture

 Nationalism- patriotism and/or proud loyalty and devotion to a nation

 Sensitive- the capacity to perceive and be concerned to a present condition

 Supermarkets- large form of the traditional grocery store, is a self-

service shop offering a wide variety of food and household products, organized into

aisles.

 Trends- something that starts to emerge or popularizes in design

 Values- the important or worthy characteristics of something or somebody

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II. REVIEW OF RELATED LITERATURE

2.1 Local Literature Review

The Filipino Cultural Values

“Custom, then, is the great guide of human life,” wrote Scottish philosopher David

Hume. Knowing the customs of a country is, in effect, a guide to understanding the soul

of that country and its people. One of the most notable characteristics of Filipino society

is its strong family and community relationships. These are strengthened by the

traditional Filipino concept of utang na loob, in which an act of voluntary assistance

creates an obligation that the receiver must attempt to repay through reciprocal

assistance. This often creates a long-term relationship of giving and receiving between

individuals or families, and some obligations can last for generations. The social values

of loyalty, support, and trust are deeply embedded in the Philippine identity. Respect for

others, especially elder members of society and people in positions of authority, is

taught from an early age.

Customs of Philippines

Marriage and Family

Most people marry before they are 30 years old. The groom and his family pay for the

wedding ceremony and reception. The bride often does not see her bridal gown until the

day she is married. Grooms often wear a barong, an embroidered shirt that hangs over

the trousers, made of pineapple fiber. At the reception, during the newlyweds’ first

dance, relatives may take turns clipping money to the groom’s shirt or the bride’s gown.

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Some couples live together instead of or before having a formal wedding.Loyalty to the

extended family is fundamental, as is the concept of mutual support and self-sacrifice

when the family or a member of it needs help. The close-knit network of relationships

even extends to honorary kinships, usually referred to as kumpadrehan or

godparenthood. Particular respect is shown to more senior members of the family.

Traditionally, the nuclear family has been large, often with four or more children, but

today, particularly in urban areas, people are having fewer children. Many Filipinos work

overseas to earn money for the extended family at home.

Eating

Rice is the dietary staple, prepared in a variety of ways and included in desserts as well

as main meals. The primary source of protein is fish, and pork and poultry are the most

common meats. Garlic is used liberally. A typical meal might consist of boiled rice, fried

fish, a vegetable, and fruit for dessert. Fruit is also often eaten for breakfast. Because

the Philippines has been influenced by many diverse cultures, the cuisine is also

diverse. Adobo is a stew of chicken or pork in garlic, soy sauce, and vinegar. Meats are

often roasted and served on skewers. Kare-kare is a stew of meat and vegetables

served in a peanut sauce. A favorite snack is halo-halo, a drink made from sweetened

beans, milk, and fruits served in colorful layers with crushed ice. At large celebrations,

the lechon, a stuffed pig, is often roasted over a charcoal fire.Filipinos usually eat three

meals a day, with snack periods (merienda) between meals. Families in rural areas

usually eat all meals together, while families in urban areas eat breakfast and dinner

together on weekdays and all meals on weekends. When guests are present, they are

seated nearest the head of the home and are always served first. No one eats until after

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the guest has had a bite or two. It is proper to keep one’s hands above the table.

Conversation is informal during meals. Although compliments are welcomed, the best

way for a guest to show appreciation of the cooking is to eat heartily. A small portion is

left on the plate to indicate that the person has had enough to eat.

Socializing

Initial greetings are friendly and informal, and are usually accompanied by a handshake.

If people shake hands and wish to show additional respect or enthusiasm, they place

the free hand on top of the handshake or use it to pat the other person’s shoulder.

Common Filipino greetings include Kumusta ka na? (“How are you?”), Anong balita?

(“What’s new?”), and Ayos ba tayo ’dyan? (“Is everything all right?”). Just as common

are the English greetings “Hi” and “Good morning.” Young people are taught to show

respect to adults and to address them by a proper title. If a professional title (Doctor,

Manager, etc.) is not appropriate, then “Sir,” “Ma’am,” or a familial title is used. It is

common for young adults to address older adult strangers as Tita (Auntie) or Tito

(Uncle). The elderly might be called Lola (Grandmother) or Lolo (Grandfather).

Numerous other such titles exist in most languages. Among equals in age and status,

first names or nicknames are used in addressing each other.Filipinos enjoy visiting as

often as possible, especially in the barrios, which are small villages or suburbs. Visits in

rural areas are often unannounced due to the lack of phones. Among urban residents,

visits are less frequent and more planned. Guests do not typically take gifts, since the

visit itself is considered a gift. However, a guest who has been away for a long time is

expected to bring a small, inexpensive gift (Pasalubong) to the family.Although

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socializing in the home is most popular, people also enjoy gathering in public areas.

Urban neighborhoods often have a central area where people socialize. Villages nearly

always have a plaza where political events, dances, meetings, and socializing occur

and basketball can be played nearby.

Recreation

People spend their leisure time socializing with relatives and neighbors or watching

films; the Philippines is the world’s fourth largest producer of films, a number of which

have a strong religious theme. Films from the United States, including many low-budget

films, are also shown. In the cities, video cassette recorder (VCR) ownership has grown

considerably among the middle class, and video rental stores are common. Sundays

are big days for sports; basketball, baseball, and soccer are all played. Filipinos are

keen gamblers, which accounts for the popularity of horse races and cockfights, and

playing mah-jongg, a Chinese table game played with tiles.

Some illustrations of everyday Filipino living

Models of the Filipino values

F. Landa Jocano identified two models of the Filipino value system. The first is

the exogenous model or the foreign model, while the second is the indigenous model or

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the traditional model. The foreign model is described to be a "legal and formal" model,

while the indigenous model is described as a "traditional and non-formal" model or

guide but is deeply embedded in the subconscious of the Filipinos. The foreign model

was inherited by Filipinos from Western cultures, particularly from the Spaniards and

the Americans. An example of a foreign or exogenous influence

is bureaucracy exhibited in the government of the Philippines

Elements and compositions

Based on studies, surveys, opinions, anecdotes, and other literatures made by experts

and researchers in relation to Filipino social values or Filipino core values, along with

the Filipino character or Filipino identity of a person or an individual known as the

Filipino, the Filipino value system are found to possess inherent key elements. Among

them are optimism about the future, pessimism with regards to present situations and

events, the concern and care for other people, the existence of friendship and

friendliness, the habit of being hospitable, religious nature, respectfulness to self and

others, respect for the female members of society, the fear of God, and abhorrence of

acts of cheating and thievery. The core values of Filipinos specifically upholds the

following items: solidarity of the family unit, security of the Philippine economy,

orientation to small-groups, personalism, the concepts of "loob" or "kalooban" (meaning

"what’s inside the self", the "inner-self", or the "actual personal feelings of the self"),

existence and maintenance of smooth interpersonal relationships, and the sensing of

the feelings or needs of others (known aspakikiramdam). In a larger picture, these

values are grouped into general clusters or "macroclusters": namely, the relationship

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cluster, the social cluster, the livelihood cluster, the inwardness cluster, and the

optimism cluster.

The Philippine Architecture

The fact there is not, and never has been a characteristically Philippine Architecture is

not necessarily a reflection upon the genius of the Filipinos. There are many critics who

contend with some degree of justification, that America has no distinct architecture and

who accuse American architects of plagiarizing the ancient Greek, Roman and

renaissance architectural forms.

The Greeks and the Romans borrowed the principle of the column and the lintel from

the Egyptians, who first utilized it on an extensive architectural scale, and the Gothic

architects borrowed the principle of the arch from the Romans, so it is evident that

progress in architecture has not been made by the repudiation of early architectural

discoveries but rather by the development and amplification of them.

The Philippines may go through a long period in which the adaptation of European and

American science and technology shall be accomplished before the field or original

research is reached and so in architecture - they must proceed far with he adaptation of

foreign architectural styles and methods of construction before a distinctly characteristic

Philippine style will appear. To evolve a new style, it is necessary to consider our

cultural heritage and legitimate utilization of exotic architectural motives practically

modified to conform to the customs of commercial and private life and to the existence

of tropical heat and torrential rains.

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Geography, religion, and time were responsible for the admixture of our ancient culture.

Originally a part of the great continent of Asia, the Philippines became an archipelago of

7,100 islands after the post glacial period. Strategically located, it lies along the borders

of the West Pacific and the South China Sea. Before the 16th century, it was an

archipelago of independent kingdoms, intermittently invaded by Negritos, Indonesians,

Proto-Malays, Malays and swept by the tide of the Southeast Asian Empires - the Shri-

Vishaya, the Madjapahit, the Mohammedan-Malay Empire of Malacca, and the Chinese

of the Mings.

Architecture is determined by various factors - the climate, the contour of the land, the

materials at hand, religion, social, political and economic conditions, scientific and

technological advancement. Simplifying, architecture is determined by the needs of the

people in their time, the materials at hand and their aesthetic tastes.

Filipino Architecture is not indigenous. It is an admixture of the Muslim, Malayan,

chinese and Spanish influences. the indigenous tribes of the Philippines which were

quite a diverse group and of nomadic nature had little art of building to speak of. Their

architectural art was revealed in their houses of nipa, cogon and bamboo. Although

these simple buildings were not as enduring as the colossal pyramids of Egypt nor as

magnificent as the grand temple of Greece, yet they were suitable to the tropical

conditions of the islands.

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Ancient Tagala-Malay Architecture. The Malays brought the concept of simple home

building. they build houses of bamboo and wood thatched with grass or palm leaves or

nipa, with a pair of steep gables, each gable end terminated with a motif of carabao

skull head. The upper part of the gable wall was covered with brilliantly colored woven

matting in a decorative manner. The house was raised on wooden posts or stilts about

six feet above the ground, and with an open roofless verandah extending on the whole

front of the house. the interior was one large room or open hall for all purposes save for

a low partitioned cubicle used as the conjugal room of the household.

Spanish Influence on Architecture. The Philippines as the "military and ecclesiastical

outpost of Spain in the Orient, became the fertile ground for new forms of structures

devoted mainly to the spiritual and defensive of the colony. The 335 years of Spanish

colonization brought about distinct changes in architecture.

Prevalent Spanish Period of architecture in the Philippines

Influence of European Building Technique. Steel and concrete construction was

introduced in the mid-80s as a result of European and American Influence.

The first steel structures in the Philippines were:

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 i. Compania General de la Tabacalera, planned in Spain, and erected in

Manila in 1894.

ii. Puente Colgante (now Quezon Bridge), a suspension bridge spanning the

Pasig River.

iii. The all-steel Church of San Sebastian, manufactured in Belgium, Gothic in

style which was completed in 1891, built by Architect Genaro Palacios. ,

Manila.

Tanghalang Maria Makiling in Los Banos, Laguna by Leandro Locsin as one of the

examples of CULTURAL SENSITIVE DESIGN

Supermarkets

A supermarket, a large form of the traditional grocery store, is a self-

service shop offering a wide variety of food and household products, organized into

aisles.

Common supermarket scenes

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The traditional supermarket occupies a large amount of floor space, usually on a single

level. It is usually situated near a residential area in order to be convenient to

consumers. The basic appeal is the availability of a broad selection of goods under a

single roof, at relatively low price. Other advantages include ease of parking and

frequently the convenience of shopping hours that extend into the evening or even 24

hours a day. Supermarkets usually allocate large budgets to advertising, typically

through newspapers. They also present elaborate in-shop displays of products. The

shops are usually part of corporate chains that own or control (sometimes by franchise)

other supermarkets located nearby—even transnational—thus increasing opportunities

for economies of scale.

Supermarkets typically are supplied by the distribution centers of their parent

companies, usually in the largest city in the area. Supermarkets usually offer products at

relatively low prices by using their buying power to buy goods from manufacturers at

lower prices than smaller stores can. They also minimize financing costs by paying for

goods at least 30 days after receipt and some extract credit terms of 90 days or more

from vendors. Certain products (typically staple foods such as bread, milk and sugar)

are very occasionally sold as loss leaders, that is, with negative profit so as to attract

shoppers to their store. There is some debate as to the effectiveness of this tactic. To

maintain a profit, supermarkets make up for the lower margins by a higher overall

volume of sales, and with the sale of higher-margin items bought by the intended higher

volume of shoppers. Customers usually shop by placing their selected merchandise

into shopping carts (trolleys) or baskets (self-service) and pay for the merchandise at

the check-out. At present, many supermarket chains are attempting to further

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reduce labor costs by shifting to self-service check-out machines, where a single

employee can oversee a group of four or five machines at once, assisting multiple

customers at a time.

There has been a rapid transformation of the food retail sector in developing countries,

beginning in the 1990s. This applies particularly to Latin America, South-East Asia,

China and South Africa. However, growth is being witnessed in nearly all countries.

With growth, has come considerable competition and some amount of consolidation.

The growth has been driven by increasing affluence and the rise of a middle class; the

entry of women into the workforce; with a consequent incentive to seek out easy-to-

prepare foods; the growth in the use of refrigerators, making it possible to shop weekly

instead of daily; and the growth in car ownership, facilitating journeys to distant stores

and purchases of large quantities of goods. The opportunities presented by this

potential have encouraged several European companies to invest in these markets

(mainly in Asia) and American companies to invest in Latin America and China. Local

companies also entered the market. Initial development of supermarkets has now been

followed by hypermarket growth. In addition there were investments by companies such

as Macro and Metro in large-scale Cash operations.

Typical supermarket merchandise

 Baby foods and baby-care products such as disposable diapers

 Breads and bakery products (many stores may have a bakery on site that offers

specialty and dessert items)

 Books, newspapers, and magazines, including supermarket tabloids

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 Bulk dried foods such as legumes, flour, rice, etc. (typically available for self-service)

 Canned goods and dried cereals

 CDs, Audio cassettes, DVDs, and videos (including video rentals)

 Cigarettes and other tobacco products (as country/state/provincial and/or local laws

allow)

 Confections and candies

 Cosmetics

 Dairy products and eggs

 Delicatessen foods (ready-to-eat)

 Diet foods

 Electrical products such as light bulbs, extension cords, etc.

 Feminine hygiene products

 Financial services and products such as mortgages, credit cards, savings

accounts, wire transfers, etc. (typically offered in-store by a partnering bank or

other financial institution)

 Flowers

 Frozen foods and crushed ice

 Fresh produce, fruits and vegetables

 Greeting cards

 House-cleaning products

 House wares, Dishware and cooking utensils, etc. (typically limited)

 Laundry products such as detergents, fabric softeners, etc.

 Lottery tickets (where operational and legal)

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 Luggage items (typically limited)

 Meats, fish and sea foods (some stores may offer live fish and seafood items

from aquarium tanks)

 Medicines and first aid items (primarily over-the-counter drugs, although many

supermarkets also have an on-site pharmacy) (as country/state/provincial and/or

local laws allow)

 Nonalcoholic beverages such as soft drinks, juices, bottled water, etc. (some stores

may have a juice bar that prepares ready-to-drink freshly squeezed

juices, smoothies, etc.)

 Personal hygiene and grooming products

 Pet foods and products

 Seasonal items and decorations

 Snack foods

 Tea and Coffee (some stores may have a commercial-style grinder, typically

available for self-service, and/or a staffed coffee bar that prepares ready-to-drink

coffee and tea beverages)

 Toys and novelties

Architectural Design of Supermarkets

While branding and store advertising will differ from company to company, the layout of

a supermarket remains virtually unchanged. Although big companies spend time giving

consumers a pleasant shopping experience, the design of a supermarket is directly

connected to the in-store marketing that supermarkets must conduct in order to get

shoppers to spend more money while there.

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Every aspect of the store is mapped out and attention is paid to colour, wording and

even surface texture. The overall layout of a supermarket is a visual merchandising

project that plays a major role in retailing. Stores can creatively use a layout to alter

customers’ perceptions of the atmosphere. Alternatively, they can enhance the store’s

atmospherics through visual communications (signs and graphics), lighting, colours, and

even scents. For example, to give a sense of the supermarket being healthy, fresh

produce is deliberately located at the front of the store. In terms of bakery items, su-

permarkets usually dedicate 30 to 40 feet of store space to the bread aisle.

Supermarkets are designed to “give each product section a sense of individual

difference and this is evident in the design of what are called the anchor departments;

fresh produce, dairy, delicatessen, meat and the bakery"

Each section has different floor coverings, style, lighting and sometimes even individual

services counters to allow shoppers to feel as if there are a number of markets within

this one supermarket.

Marketers use well researched techniques to try control purchasing behaviour. The

layout of a supermarket is considered by some to consist of a few rules of thumb and

three layout principles.[24] The high draw products are placed in separate areas of the

store to keep drawing the consumer through the store. High impulse and high margin

products are placed in the most predominant areas to grab attention. Power products

are placed on both sides of the aisle to create increased product awareness, and end

caps are used to receive high exposure of a certain product whether on special,

promotion or in a campaign, or a new line.

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The first principle of layout is circulation. Circulation is created by arranging product so

the supermarket can control the traffic flow of the consumer. Along this path there will

be high-draw, high-impulse items that will influence the consumer to purchase which he

or she did not intend to. Service areas such as rest rooms are placed in a location which

draws the consumer past certain products to create extra buys. Necessity items such as

bread, milk are found at the rear of the store to increase the start of circulation.

Cashier’s desks are placed in a position to promote circulation. The entrance will be on

the right hand side because research has shown that consumers who travel in a

clockwise direction spend more (Browne, p. 60).

The second principle of layout is coordination. Coordination is the organized

arrangement of product that promotes sales. Products such as fast-selling and slow-

selling lines are placed in strategic positions in aid of the overall sales plan. Managers

sometimes place different items in fast selling places to increase turnover or to promote

a new line.

The third principle is consumer convenience. The layout of a supermarket is designed to

create a high degree of convenience to the consumer to make the shopping experience

pleasant. This is done through the character of merchandising and product placement.

There are many different ideas and theories in relation to layout and how product layout

can influence the purchases made.

Nationalism in Architecture

Unlike regionalism in architecture, which has been widely discussed in recent years,

nationalism in architecture has not been so well explored and understood. However, the

22
most powerful collective representation of a nation is through its architecture and how

that architecture engages the global arena by expressing, defining and sometimes

negating a sense of nation in order to participate in the international world.

'Architecture is shaped by national traditions but also deployed in the pursuit of national

projects of identity, modernity, power, and prestige. This terrific collection breaks new

ground and will be of interest to specialists on both architecture and nationalism and

indeed all who care about how we build identity as we build buildings.'

'Nationalism and Architecture is a very good collection of essays that covers a wide

range of historical issues and geographies around the world.

Example of Nationalistic Architecture in the Philippines

‘Cheap’ Mañosa home a showcase of Filipino architecture

By John Ernest F. Jose

Philippine Daily Inquirer

Architects face great pressure when designing their own home. Their houses give their

potential clients a heads-up on their style; they’re a physical testimony of their skills as

artists, which will either be permanently praised or scorned.

So how did champion of Philippine architecture Francisco “Bobby” Mañosa design his

own home? Is the house an epitome of the Mañosa architectural trademark?

The Mañosa residence is a great take on what Filipino architecture truly is, at least

according to the Mañosa book.

He said he was able to fully exercise his creative license: “The client was me and

myself.”

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The abode, completed in 1983, exhibits the beauty and uniqueness of Filipino

architecture from every angle. But Mañosa pointed out that the house did not initially

appeal to the public, as it would often be criticized for its “cheap construction.”

“People would say that materials such as bamboo and rattan were cheap building

materials,” said Mañosa.

He added that the colonial mentality of the Filipinos would always favor the architecture

from the West, ignoring its incompatibility with the Philippines’ tropical climate.

However, all these misconceptions were proven wrong, as some years later his home

was featured in various publications here and abroad, and cited for its sustainable

design, proving that “Filipino architecture” is not just a made-up style.

His home was even opened to tourists, students and design professionals for viewing,

which gave them inspiration and insight on what vernacular architecture really was.

FRANCISCO Mañosa’s bed is oriented toward a pond, which exudes a sense of

tranquillity, easing him and his wife, Denise, to sleep. They occasionally go fishing on

the pond.

Mañosa’s bahay kubo-inspired house exterior

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The lower level of the house, called the zaguan, or multipurpose area, has a dominant

rough adobe finish. Its upper level makes use of timber construction.

This stone-and-wood-based type of design is reminiscent of the bahay na bato (Filipino

ancestral house), a traditional home during the era of Spanish colonization.

Two rooster sculptures adorn the staircase toward the entrance. The design is inspired

by the Maranao people’s sarimanok (mythical bird).

“In India, they have elephants at their entrance; in China they have dragons; we have

the sarimanok,” Mañosa said.

All the stairways in his home adhere to the tradition of oro, plata, mata (gold, silver,

death)—a sort of Filipino geomancy.

In addition, Mañosa was able to hide all the columns, which enhances the openness of

the house to the environment and to people.

From cheap to elegant

The champion of Filipino architecture has found a way to diminish the erratic perception

on the style. He explained the perception was an affliction. But he said what had been

viewed as cheap before was now considered elegant.

Ceilings crafted from woven bamboo, hardwood flooring, and walls accentuated with

capiz shells and mother-of-pearl overlays are just some of the dominant features.

The interior of the house showing the very Filipino treatment

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MAÑOSA’S utilization of locally found building materials, considered cheap, has given

his living space a sense of sophistication. The design of his home successfully blurs the

borders of nature and built environment.

The banggerahan (dish-washing area) is made of stainless steel, with cupboards of

laminated wood. It contains portraits of different crops arranged according to the song

“Bahay Kubo.”

The kitchen also provides a good view of the front yard to allow helpers to anticipate

incoming guests.

The playroom, which Mañosa calls the “jeepney room,” displays some of his

grandchildren’s finger paintings and a giant jeepney-like furniture where all the toys are

stored in its hood, while its passenger area doubles as a seating and sleeping area.

Environmentally responsive design

Even before green architecture became today’s vogue, Mañosa said he had always

been incorporating environmentally responsive designs in the structures he made. The

nature-abundant design of Mañosa’s home successfully blurs the line between outdoors

and indoors.Giving consideration to the country’s tropical climate, the living room’s

double high-pitched roof has openings that allow warm air to exit the building. The open

area of the house allows air to freely circulate.

MANOSA’S grandchildren develop creativity and cultural sense through their playroom.

The Pinoy jeepney furniture serves as their bed, while various educational toys and

finger-painted drawings serve as canvas.

Hanging in the middle of the living area is a large chandelier, designed to look like a

hand of bananas.

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Lush landscapes and water features also surround the Mañosa residence, which

contributes to the passive cooling of the house, making electric fans and air-conditioning

units virtually unnecessary.

The master’s bedroom contains a view of a fishpond, which not only gives the room a

cooling effect but also a romantic view, as it is positioned in front of their bed.

“We actually catch some milkfish at the pond and cook it for dinner,” Mañosa said.

Mañosa has always been an advocate of Filipino architecture. Though materials are

indigenous, current construction technology allows these to withstand the wear and tear

of the elements and the years, he said.

But he lamented the current status of Philippine architecture. He said most Filipinos

would rather reference Spanish villas, French chateaus and Mediterranean houses as

inspirations for their dream homes. He said this lingering colonial mentality could erase

our own architecture and national identity.

“If none of us [architects] will do Filipino architecture, then who else will?” he said.

2.2 Foreign Literature Review

This example exemplifies if not more on cultural aims but more on creative approaches

of a architectural competitive supermarket design.

NL Architects Dream Up a Supermarket Topped with a Lush Park for

Chinaby Bridgette Meinhold,

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Most grocery stores are giant, windowless boxes, devoid of light and air and only meant

for the utilitarian purpose of selling food. NL Architects was tasked by a housing

company to come up with a super market appropriate for the tropical resort town

of Sanya, the southernmost city in China. Rather than leave the market at ground level,

the Dutch firm pushed the grocery store underground and replaced the ground level

with retail and topped it off with a lush, terraced park. The result is Super Market Sanya

Lake Park, a market that is truly super. Sanya is a popular tourist destination and known

for it’s tropical climate, and Housing Corporation VANKE is developing a large resort

there. As part of the development, they asked NL Architects to design a super market

for the area on a triangular site. Often super markets are large impenetrable buildings

designed for function and not form. The site was also to have some component of public

space, where people could gather and be outside. NL Architects’ solution was to push

the market underground and retain the street level space for retail and top it with

a green roof.The lower level contains the functional space for the super market as well

as parking and even the delivery zone and space for trucks is all contained below the

street level. This leaves the upper levels for more vibrant activities and spaces. Retail

spaces are located at the street with large glass store fonts and the corners are pushed

up to mark the entrances. The roof is terraced and planted with lush vegetation, which

surrounds benches, paths and tables and chairs for people to sit on and enjoy. Inspired

by rice paddies, the roof creates a pleasant atmosphere, a place to relax and a more

pleasant view from the surrounding residential buildings.

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III. METHODOLOGY

3.1 Research Design

This study used qualitative research design. The research design includes

observations and advance researches to determine what makes a cultural sensitive

design to be applied in the architectural design treatment of a supermarket.

3.2 Data Collection

The method used in the collection of data in the study is through direct

observations as the primary source which provides its aim to produce knowledge about

the characteristics of Filipino architectural design and Filipino cultural values to be

applied, as well as the case of supermarkets in the Philippines. An advance research on

documents regarding the topics as secondary sources of data was also presented.

3.3 Data Analysis Plan

The following shows the data to be acquired by using the methods described:

 Identification of the different Filipino cultural values that can be applied in

the architectural character of the design.

 Enumeration of the existing Filipino architectural characteristics to be

applied in the design.

 Supermarket in the Filipino perception in the present era.

 Definition of the data gathered cultural values and Filipino architectural

characteristics to be adapted in the design.

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 3.4 Data Gathered (Summary)

This contains the data gathered in accordance with the topics needed to be

analyzed and applied in order to acquire the findings and analysis in Chapter 4. These

are recorded from the methods used such as the direct observation and advance

research.

Cultural values of Filipinos

Filipino Common Traits

-The value of hospitality wherein Filipinos were mostly known for. Filipinos welcomes

visitors with warm heart, even foreigners. They give their best and go to the extent of

incurring debts to make their visitors contented, happy, and comfortable.

-The Filipino value of close family ties. For Filipinos, the ‘’family’’ is the unit of society

and consists of the parents, grandparents, and the children. The problem of the family is

not the problem of the parents alone; they are the problems of all the adult members of

the family.

-The Filipino parents exercise a moral influence over their children that’s why one

unique value is the ‘’respect for the elders’’. The children obey their parents willingly and

help them in their work. Even among strangers, respect is shown by Filipinos by bowing

to them or by using some words of respect like the commonly used ‘’po at opo’’.

-The Filipinos are also sentimental especially when a family member or friend leaves

home. They will cry and send away ‘’pabaon’’ and the one who leaves, when he arrives

bring ‘’pasalubong’’ for the love ones.

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- One also is ‘’pakikisama’’ or sense of togetherness or comradeship.

-‘’Utang na loob’’ or debt of gratitude wherein when a person who receives from

another, whether this is a friend or stranger, is expected to pay his debt of gratitude for

doing the same.

- The Filipino love of ‘’merienda’’ or having snacks before or after every meals and

‘’siesta’’ or nap after lunch or before resuming work.

-Filipino concept of ‘’tambayan’’ or a place to stay to rest for a while and an escape after

work.

- Filipino sense of friendliness and love of bonding moments with the family and friends.

- Nationalism or ‘’pagiging makabayan’’ showing love for the native land.

Filipino Prevalent Architectural Characteristics

Bahay Kubo

The most common description of ‘’bahay kubo’’ is that it is a house of four wall

enclosing space raised above ground on stilts. The house resembles cube as in most of

the houses of the various ethno-cultural groups in the Philippines. These floating

volumes are on stilts as protection for wild animals that roam around the ground and

from dampness of the soil. Materials used vary from thin bamboo to timber or huge

unprocessed tree trunks.

A steep roof projects the strongest image of the bahay kubo. Both the interior and

exterior roof has functional roles. The rainwater slides quickly from the steep roof. The

31
roof interior which is in direct correlation with the exterior is an unlimited space that tests

the owner’s ingenuity, although is usually used as storage. Though typhoons ruffle the

cogon, nipa or anahaw roof, these are easily repaired or replaced.

Maximum ventilation is premium. Stifling humidity and unforgiving scene in a tropical

environment are given environmental conditions. The instinctively constructed bahay

kubo addresses these climatic concerns with walls that breathe, roofs that shut out

scorching sun and wide windows, clattered floors and roof veins that ensure the flow of

air.

A cantilevered bamboo or wood rack, the banggera, hangs on the window of the kitchen

and dining room as drying storage for dinnerware and other cooking utensils. A roofless

batalan is the back porch that serves as utility area where the toilet and bathroom are

connected.

Bahay na Bato

Bahay na Bato (stone house) or the Spanish colonial house comes from the marriage of

the basic forms – hip roof, elevated quarters, large windows, posts and lintel

construction and European influence with specialized interior spaces, classical

ornaments and the use of masonry.

The bahay na bato is a structure that meets the challenges of the Philippine landscape.

It uses sawali (woven bamboo slats). This type of ceiling was cooler, readily available

and surer protection against earthquakes.

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House builders of any age mined the materials from the sea, the forest, the earth and

from farm. From the sea comes variety of capiz shells which are grounds for mortar

and, blocks of coral stone for walls.

The bahay na bato functions well in relation to Filipino style, customs and values since

the Filipino has extended family so that there are three generations living under one

roof. There is no sharp demarcation between adult house space and space for the

children in Filipino town house.

Supermarket Design

Supermarkets are designed to give each product section a sense of individual

difference and this is evident in the design of what are called the anchor departments;

fresh produce, dairy, delicatessen, meat and the bakery".

Each section has different floor coverings, style, lighting and sometimes even individual

services counters to allow shoppers to feel as if there are a number of markets within

this one supermarket. While branding and store advertising will differ from company to

company, the layout of a supermarket remains virtually unchanged. Although big

companies spend time giving consumers a pleasant shopping experience, the design of

a supermarket is directly connected to the in-store marketing that supermarkets must

conduct in order to get shoppers to spend more money while there.

Every aspect of the store is mapped out and attention is paid to colour, wording and

even surface texture. The overall layout of a supermarket is a visual merchandising

project that plays a major role in retailing. Stores can creatively use a layout to alter

customers’ perceptions of the atmosphere. Alternatively, they can enhance the store’s

33
atmospherics through visual communications (signs and graphics), lighting, colours, and

even scents.[20]For example, to give a sense of the supermarket being healthy, fresh

produce is deliberately located at the front of the store. In terms of bakery items, su-

permarkets usually dedicate 30 to 40 feet of store space to the bread aisle.

Note: Other pertinent supermarket ideas and spaces are described from Chapter 2.

Supermarket in the Filipino Perception:

Common supermarket scenes in the Philippines:

Here are some photos taken by reliable sources in reference with advance research in

the internet.

1. Scenes in checkout section, supermarket entrance and the supermarket interiors.

2. Scenes in aisles on different supermarket showing shoppers.

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Observations:

-Supermarkets are where most Filipino families spend their earnings or ‘’suweldo’’ to

buy their basic commodities. Once a Filipino family had buy their basic commodities in

the supermarket, they felt secured for their supplies specially during times of calamities,.

-Most families spend their bonding time in going to supermarkets and consider it as

bonding time. Parents with their kids often go there to make the children happy and

contented to buy their choice of food.

- It is where relatives, friends and acquaintances meet end greet each other.

- Filipino families rank themselves as luxurious if they will buy their commodities in large

supermarket holding a bunch of goods.

-In supermarkets, people may travel and look around. Some have confusing

arrangements leading customers into headache.

- Lack of emphasis on arrangement for some local supermarkets.

-People find it hard to distinguish the path to reduce time consuming activities together

with spending time deciding which items they should buy.

These are acquired in order to support the other pertinent ideas and data

gathered to find a better way to analyze the problems encountered the development of

the design on the application of the requirements and to answer the questions on the

statement of the problem.

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 The data was organized in such a way to make it systematic for the researcher to

identify the best way to solve and answer the problem therefore to help the design

development to be in accordance with the study.

IV. RESULTS AND DISCUSSIONS

This chapter show the results which can be generated through the findings and analysis

with the corresponding discussions of each. The analysis and application is dedicative

to the outcome that this research study sought to have.

4.1 Findings

1. Evaluated Cultural Values that are potential to be applied in the design of

supermarkets:

 Filipino concept of convenience,’’ tambayan ‘’, ‘’pakikisama’’ and what is

comfortable

 Filipino value of being sentimental; love of bonding moments

 Filipino love for ‘’merienda’’ and ‘’siesta’’; ‘’pasalubong’’.

 Filipino concept of luxury and hospitality.

 Close family ties and nationalism.

These are used as guide in making the arrangement of tge pan in

coordination of the typical supermarket arrangement and list of required

spaces therefore integrated to make it culturally sensitive.

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2. Evaluated Filipino architectural characteristics of bahay kubo and bahay na bato to

be applied in the form, designation of spaces and on the exterior and interior

ornamentations to help the design to be cultural sensitive:

Bahay Kubo

 Use of high pitched roof to ward off rain easily

 Integration of plants

 Window eaves as protection from strong sunlight

 Utilization of laced bamboo walls like ‘’sasa’’(flattened) and ‘’amakan’’(woven)

bamboo strips

 Use of decorative motifs

 Made up of indigenous materials

 Natural lighting

 Proper ventilation

The following characteristics are integrated especially on the interior and exterior design

to show their functional and aesthetic uses.

Bahay na Bato

 Large windows with the ‘’capiz shells’’ that can be used as clerestory, wall

divider, light diffuser, and minimalist sculpture

 The use of sawali

 Concepts of functional traffic and flexible use of spaces

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  The concept of stone house

 Stone slab flooring

 Ventilation and lighting

They have the same treatment with the bahay kubo in the development of the design

of the supermarket.

Supermarket Design application

The application of the Filipino cultural values and Filipino architectural characteristics

was delved to answer the common problems of the supermarkets in terms of the form,

color, arrangement, color and ornamentations. This was to improve the image and

functional qualities of supermarkets according to the cultural preferences and concepts

of a typical Filipino citizen which paves the way of meeting the integration of culture

architecture of Filipino in order to emphasize nationalism and what is it to be culturally

sensitive.

Evaluation:

-integration of typical spaces in the supermarket with the additional spaces like

carryout food shops that is accessible to the interior and exterior of the building.

- the manipulation of spaces are based on the common activities inside a busy

supermarket

-interior and exterior design treatment using the bahay kubo and bahay na bato as

characteristic of the architectural design

38
-the recognition of the Filipino need of comfort was also considered

-the spaces includes:

 Food and non food display units in aisles

 Carry out foods( bakery/kakanin section, ice cream and coffee section, drinks

and others)

 Baskets and carts area

 Checkouts

 Baggage counter

 Comfort rooms

 Garbage collection area, staff locker and office

 Parking

There is unlimited combination of such characteristics in order to be applied in the

design. The development of the design starts of the integration of the bahay kubo and

bahay na bato style and cultural values to make it really Filipino and to gain the cultural

sensitive concept.

It is found out that the best way to generalize the Filipino way of application the design

is to consider:

-the design requirements and characteristics of the supermarket

-the relationship of the cultural values in terms of the arrangement

39
-how to integrate the relevant characters needed to produce the design outcome

-the manipulation of the different elements of design using the cultural values and

architectural characteristics

- The consideration of the site and how it would conform for the overall design to show

the treatment as effective as it should be.

The site

The site is considered because of its strategic location and is only limited to that. The

study uses the site because of the following:

 The municipality of Binalonan had no existing supermarket yet. Only there are

proposed ones.

 The locality lacks cultural awareness and the site is less preferred.

 Though it is a hypothetical location, adjustments and considerations of the

orientation and preference was delved to make it effective.

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Satellite view of site (courtesy of Google map)

THE
SITE

41
DESIGN DEVELOPMENT

42
V. CONCLUSIONS AND RECOMMENDATIONS

Conclusions

As can be concluded, there are many prevalent Filipino cultural values and

Filipino architectural character can be simultaneously applied in the design of not only

supermarkets but also other building types. In the design of the supermarket,

application of Filipino values and character is a very challenging task especially when it

comes to showing how much it would truly look Filipino. The real thing to consider is to

adapt and that means that Filipino architecture truly comes from adaptation, but through

these, we can showcase and make our own kind of adaptation forming our architecture

as the mirror of our culture.’ Through culture, we reflect architecture and through

architecture, we reflect culture.’ Cultural sensitivity means that we are here to consider

our very own in designing buildings in order if not to continue but increase the true value

of ‘nationalism’. If not now, when? Filipino architecture should also be globally

competitive. Though it seems that it is derived by adaptation, through our own

perception and rich values we create identity that is truly ‘’the Filipino Way’’.

Recommendations

1. It is further recommended to gain importance on accessibility in terms of the site

used.

2. There are infinite resources that came from Filipino character that can be applied in

the design.

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3. The supermarket design can be further improved through advanced resources and

researches.

VI. BIBLIOGRAPHY

Book Sources:

 Bulaong, Joselito C., 2002. PERCEPTIVE ARCHITECTURE FOR THE

TROPICS, Cultural Legacy, National Bookstore Copyright

 Salvan, George S. 1999, ARCHITECTURAL AND CONSTRUCTION DATA,

Bahay kubo and Bahay na bato, First edition

 Villalon, Augusto. 2001, LUGAR: ESSAYS ON PHILIPPINE HERITAGE AND

ARCHITECTURE, Bookmark Inc.

 Wines, James, 2001. ARCHITECTURAL HIGHLIGHTS, Dumont monte

UK,koln

Internet Sources:

 http://www.lifestyle.inquirer.net/88223/cheap-manosa-home-a-showcase-

of-filipino-architecture

 http://lifestyle.inquirer.net/46495/green-by-design-sustainable-living-

through-filipino-architecture

 http://www.groceteria.com/store/regional-chains/ralphs/(photo courtesy)

 http://www.ternar.com/asianart_98/ph-arki.html

 http://inhabitat.com/nl-architects-dream-up-a-super-market-topped-with-a-

lush-park-for-china/

 http://www.travelchinaguide.com/intro/architecture/culture/\

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