Art in the City: Filipino artistry in focus as Greenfield kicks off Art for Generations

The rise of an idle piece of land into a vibrant urban district tells a compelling story of how art, nurtured by a creative vision and an enduring commitment to innovation through time, weaves cultures and ideas all together to build a community where lifestyles thrive in progress.

This has been the story that Greenfield Development Corporation has been carefully crafting all these years. Greenfield began as one of the country’s largest property ownership and landholding companies in 1961, armed with a significant pool of land and resources, and an unwavering vision of land stewardship and legacy.

It began etching a name for itself through its involvement in the development of growth centers and key areas in Metro Manila, particularly in Mandaluyong City, its host city. One key achievement that has successfully risen from this endeavor is Greenfield District—a 12.8 hectare mixed-use development that stands as the company’s flagship project.

“Right now, Greenfield District is home to a vast network of mixed-use commercial and retail buildings, open spaces, and residential communities,” shares Atty. Duane A.X. Santos, Executive Vice President and General Manager of Greenfield Development Corporation. “By emerging as a self-sustaining district—virtually like a city within a city—Greenfield District offers urban individuals a reenergized vibe by combining the principles of modern technology and urban sustainability.”

A celebration of unique Filipino artistry

In continuing to cultivate this vision, Greenfield is advancing its commitment to the land as it hosts Art for Generations, a two-day art fair celebrating creativity that transcends generations.

“Art for Generations aims to bring the local art community and the public together in a celebration of creativity, traditions, and heritage through activities and exhibits that exude the joy and heritage of the Yuletide season,” shares Santos. He added that the concept of the festivity draws inspiration from Charles Dickens’ “A Christmas Story” by celebrating stories from the past, the gifts of the present, and the possibilities of the future.

Staged in partnership with various local art galleries and creative labels, the outdoor art fair—a first at the Greenfield District—aims to foster greater public appreciation for local contemporary art and craftsmanship through a variety of activities.

“The Filipino brand of art is a rich showcase of creativity and imagination,” says Santos. “With this event, we aim to help make the rich lessons of our past become the anchor of how we can shape the future of our communities.”

A convergence of creative minds

Visitors can enjoy an art exhibit and marvel at the masterpieces created by prominent local artists, such as Jonahmar Salvosa, Alain Austria, Pam Celeridad, Teofilo Mendoza, Chati Coronel, Mardonio Cempron, Vidal Alcoseba, Antonio Alcoseba, Max Adlao, Pancho Villanueva, Buddy Ching, Lester Almacio, Paul Hilario, Kaloy Olavides and many more.

What is Christmas without shopping and entertainment? As part of the art fair, hundreds of unique vintage and contemporary pieces from the country's emerging and independent creative labels and individuals will be featured at The Art Market. Guests can also watch award-winning art films on an outdoor movie screen while enjoying the cool December breeze at Art Films in the Sky. Among the films to be shown are “Colossal” by Whammy Alcazaren (Best Cinematography awardee at the 36th Gawad Urian), “Ruweda” by Hannah Espia (Cinemalaya 2012’s Audience Choice Award recipient), and many others more.

Those who share the passion for art, meanwhile, can learn which art pieces work best for their homes through art appreciation talks spearheaded by noted artists at The Right Art. Also, visitors at the District will also be serenaded by a string quartet and jazz band as they leisurely shop for art pieces and gifts at String and Jazz.

“Art and creativity has always been an integral element in all of our endeavors, just as how the land is the crown jewel of every Filipino family, from one generation to the next,” ends Santos. “Beyond being a pioneering art event, Art for Generations gives people a glimpse into the unique experience of being part of the Greenfield family—a community of creative people with an innovative vision. Through this, we hope to help enliven the season by reminding people of the heritage, legacy, and joy that Christmas brings.”