Just in time to mark its 65th anniversary this year, the Ateneo Art Gallery has joined forces with Art House, an emerging multi-channel platform for Filipino creatives, to unveil a merchandise line inspired by the work and travels of Spanish-Filipino artist Fernando Zóbel. The collaboration, which initially sprung in late 2024, coincided with AAG’s planning at the time for the painter’s Birth Centennial. With this in mind and along with the museum’s aim to revitalize its merchandise collection, the Zóbel Centennial Collection was brought to life.
The commodification of art has been a recurring discussion since artists like Andy Warhol and Jean-Michel Basquiat saw their work mass-produced on merchandise like t-shirts and sweaters in the early 2010s. Consumerism, whether we admit it or not, does have a chokehold on us, turning products into symbols of status and taste, which often eclipses the art itself. For a collection transforming Zóbel’s artworks into functional objects, it’s worthy to consider whether this venture risks doing the same.
Carlo Pineda, the founder of Art House, expresses that this is not the case, citing his belief that the younger generation does a lot of research, saying, “I think if we’re able to tell the story very well about the merchandise art that we’re featuring and why we featured it, it would create more interest. And because of that, they’ll get educated about Zóbel who’s sort of the godfather for modern Philippine art. I think that’s a very important point of view that we want to educate the public about. If this merchandise art is affordable for them and readily available, then they form part of the process of collection. It can be a very modest collection, but at least [they] start collecting. Art House, being part of that sort of ecosystem that we’re creating, will allow them to know that they can continue to rely on us for making these artworks or merchandise art available for them.”
Art for Everyone
For art novices and auteurs alike, making art accessible by incorporating them into daily objects seems like the best way to share it to a wider audience while also making it a part of their lives. In choosing which of Zobel’s artworks to be included, Ma. Victoria “Boots” Herrera, the Director and Chief Curator of the Ateneo Art Gallery, noted that his travel sketches from his journeys in the Northern region of the Philippines were selected for the Centennial Collection: “We wanted to make sure that the way the artwork is reproduced fits with the technique. We wanted to present him also as a traveller, as he was observant of his environment. He was attentive to small details and we can see that in his sketches. Zóbel left behind many notebooks containing drawings. It is important for us to emphasize the importance of drawings and other artistic practices that are often overlooked.”
Pineda also noted that another reason for gravitating towards the travel sketchbooks was that it featured local communities here in the Philippines, adding that he created the drawings while travelling through Luzon. “It showcases the different places through his lens,” he added. “What’s important is making these artworks readily accessible to the younger generation. If we make art available for them and we’re able to communicate with them this early, it will become part of their life. And if it’s part of their life, then they will continue to support the arts and culture of the Philippines, which is a very important aspect of the ecosystem that Art House wants to create.”
Function was the primary consideration for the collection’s merchandise, resulting in useful, everyday items such as umbrellas, phone stands, laptop stands, coasters, and catch trays. The designs feature drawings taken from a rare notebook in the Ateneo Art Gallery’s collection, showcasing Zobel’s depictions of local architecture and religious iconography.
Specific sketches included are Batac Funeral, Glan Soldier, Cabugao, Paoay Church, Sta. Lucia, and Dr. Buenaventura. Thoughtfulness is evident in the design’s execution, with each product serving as a gateway to connect with and appreciate the artwork. Proudly made in the Philippines, Art House has been known for prioritizing ways to incorporate the local community into every creation, making sure that each product celebrates Philippine culture.
“Making art affordable to the younger generation is an important aspect, and this collaboration allows us to educate them, and in doing so, we hope to make them the future art patrons of the Philippines,” Pineda adds.
