Benildean creativity took center stage at this year’s Philippine Creative Industries Week (PCIM), where Benilde Hub of Innovation for Inclusion (HiFi) showcased the talents of students, alumni, and faculty under the theme, "Masterpieces and Mavericks: Tribute to Creative Brilliance," from Sept. 17 to 20.
A variety of activities were featured throughout the week, including exhibits, performances, creative talks, and a Maker’s Market, highlighting Benildean talents across diverse creative fields, such as fashion, architecture, interior and industrial design, digital innovation, and the performing arts.
Promoting creative industries
The week-long event was part of Benilde HiFi’s involvement in PCIM 2024—a nationwide celebration of Filipino creativity and innovation.
Launched by the Department of Trade and Industry (DTI), this initiative aligns with Republic Act (RA) No. 11904, or the Philippine Creative Industries Development Act (PCIDA), which designated September as Philippine Creative Industries Month.
The law underscores the government's commitment to promoting the creative industries and fostering Filipino innovation. As a Department of Science and Technology- Philippine Council for Industry, Energy, and Emerging Technology Research and Development (DOST-PCIEERD)-accredited Technology Business Incubator (TBI), Benilde HiFi provided a welcoming environment for creative startups.
Assistant Secretary Leonila T. Baluyut, speaking on behalf of DTI-Competitiveness and Innovation Group Undersecretary Rafaelita Aldaba, emphasized the pivotal role of creative industries in bolstering the national economy and cultural identity during the inauguration of the 2024 PCIM on Sept. 3, per the DTI official website.
“Aligned with the aspirations of the PCIDA, PCIM serves as a strategic platform to showcase the richness and diversity of Filipino creativity, demonstrating its substantial contributions to our cultural legacy and economic vitality,” Asec. Baluyut remarked.
Event highlights
Director of the Center for Intellectual Property Management (CIPM), Atty. Maria Janice R. Tejano, noted in an interview with The Benildean, that the Philippine Creative Industries Week was a collaboration between Benilde HiFi and various departments of the College, including the School of Environment and Design (SED), the School of New Media Arts (SNMA), the School of Arts, Culture, and Performance (SACP), and the Center for Campus Art (CCA).
“We want to showcase Benilde’s creativity, which is ingrained in our DNA,” she said.
Benilde HiFi hosted the Maker’s Market to support local businesses featuring handcrafted items from merchants and startups, along with the ARTChives exhibit on Sept. 17.
Meanwhile, the Creative Talks, featuring industry experts, took place on Sept. 19, followed by the Maverick’s Night on Sept. 20. This night of performances included presentations by the SACP, such as the dances Sitsiritsit: A Mirroring of Filipino Youth, Often a Bird, and Androgyny from the Bachelor of Performing Arts Major in Dance (BPAD) program. Musical talents from the AB Music Production program also headlined the Maverick Concert, showcasing artists like Paul Arcega, PAU, nel., and James Andrew.
The Creative Industries Management program also organized a virtual webinar, the Festival Management and Audience Development, on Sept. 24.
SED hosted events like ArchiTalk and Threading the Future on Sept.14, followed by Reimagining Architecture on Sept.19. Meanwhile, SNMA and the CCA curated exhibits throughout the week at the Design and Arts Campus.
SNMA presented the Faculty Work Exhibit, ViVid Vision Exhibit, and Uncovered Anomalies, as well as exhibits in honor of the 25th anniversary of the Multimedia Arts program as well as exhibits in honor of Benilde Multimedia Arts (MMA) 25th anniversary, which included the MMA Exhibit, Documentary Screening, and Art Market. AB Film hosted a Film Convention from Sept.17 to 18.
CCA organized several exhibits such as TOMWELL & THE WORK IN PROGRESS, HINDI TOTOO, Bakwit Mural, DEAD MASKS, 62 Icons: Milestones in Furniture Design from the Vitra Design Museum, The Lasallian Film Director: A Permanent Exhibit Honoring Directors from La Salle Schools, and The 3×3 Béton Brut: A Response to Brutalism and the Architecture of Leandro Locsin.
The full list of programs can be found here.
Creative economy’s global potential
This year’s PCIM saw the launch of new support mechanisms aimed at enhancing the country’s creative industries. Key government agencies, including the National Economic and Development Authority (NEDA), the Department of Tourism (DOT), and the Department of Information and Communications Technology (DICT), alongside major organizations like the National Commission for Culture and the Arts (NCCA) and the Intellectual Property Office of the Philippines (IPOPHL), worked together to offer resources that support the creative sector.
“Creativity is no longer just a cultural asset; it has become an essential driver of economic growth, job creation, tourism, and investment generation,” DTI Undersecretary Rafaelita M. Aldaba said during the Creative Cities and Municipalities Congress 2024 on Aug. 23.
In line with this vision, Atty. Tejano from Benilde CIPM encouraged the Benildean community to support Benilde HIFI’s involvement in PCIM Week, emphasizing its role as a nurturing platform for startups and local talents to gain global recognition. “There is a vision for the Philippines to be Asia’s Creative Hub by 2030,” she said.
Celebrating Filipino creativity
In an interview with The Benildean, Ar. Alexander Abear, the Incubation Management Head, underscored the importance of supporting local creative talents and fostering collaboration between institutions to drive the growth of the creative industries.
“We believe that we work as an ecosystem: the academe, industry experts, investors, the government, and non-government organizations,” he stated.
Upholding the Lasallian tradition of championing innovation for inclusion, the week-long PCIM celebration featured works from the entire Benildean community, including the clay sculptures of Mr. Dominic Barrios, a Benilde security guard who defied the notion that creativity is exclusive to the privileged.
Mr. Earl Marquez, ID120 from AB-MMA and lead organizer of PCIM Week, shared that the celebration’s theme highlights the work of “mavericks” — artists who demonstrate extraordinary innovation.
“Let’s help them build their portfolios and share their work,” he encouraged.
Some notable startups featured at Benilde HiFi include Jane Dough, Repamana, Akosi Music, and Lou & Cayne.
