ArteFino’s Celebrates 10 Years of Heritage in Motion with Isang Dekada

From July 30 to August 2, ArteFino’s “Isang Dekada” will unveil a trade fair experience that is worldclass, future-forward yet deeply rooted on Filipino heritage

Dekada is a theme that captures the ArteFino journey from the time the movement first spread its wings in 2017 to the present day. It is an idea that mirrors heritage in continuous motion–always evolving, innovating, finding new forms and voices. To mark 10 years of sparking meaningful conversations, uplifting local artisanal communities, growing a community of conscious consumers, and ultimately, reshaping the retail landscape, ArteFino in partnership with Rockwell and Security Bank presents Isang Dekada from July 30 to August 2 at the Power Plant Mall. 

(L-R) Cedie Vargas, Maritess Pineda, Susan Quiros, Marimel Francisco, Armita Rufino

It took vision, conversations anchored on purpose, and a community determined to get their messages across to impact change. A decade ago, the retail landscape and consumer behavior in the Philippines was largely shaped by Western influences. Brands and products available in the market were mostly imported. Filipino consumers were guided by a misinformed perception that locally-made products were inferior to those brought in from the US or Europe. Philippine handicrafts were often relegated to souvenir shops or small Filipiniana corners in department stores. Similarly, local fabrics, weaves, and garments made by Filipino artisans were only ever brought out during Linggo ng Wika or local fiestas. 

Messages That Define A Decade

When Maritess Pineda, Armita Rufino, Susie Quiros, Cedie Vargas, and Marimel Francisco mounted the first ArteFino fair, they were clear about their purpose and vision. “We knew from the beginning that we needed to promote locally-made products and in the process help our artisan communities,” the founders begin. “When we realized that we had a following, we knew that we couldn’t just keep selling. Rather, we needed to convey a message that would create impact.” 

The message was simple, straight-forward, yet purposeful: “Every handcrafted piece represents a livelihood; every tradition deserves a future; and every artisan deserves the opportunity to thrive.”

Not Just A Bazaar, A Cultural Movement

From the onset, the team behind ArteFino understood that they were not just mounting an annual trade fair or bazaar. “We envisioned more than a fair” they affirm. “We wanted to build a movement that celebrates the finest of Filipino craftsmanship while creating meaningful opportunities for the people behind it.”

That vision brought ArteFino’s reason for being to life: HeArteFino Development Program Grant.  The founders articulate: “When communities thrive, our culture lives on. And when heritage continues to evolve, we inspire future generations to become responsible stewards of our craft and nation. That purpose has grown into meaningful action.”  

Today, ArteFino’s message and mission ripples through and well beyond the four walls of the trade fair. “There is now pride in supporting or consuming products that are made locally. It’s become something that people like to share and talk about,” they observe. 

It is most evident in the local retail landscape. Consumers’ preferences have shifted significantly in favor of Philippine designers, brands, and makers, driving demand for products that are made in the country. As a result, shopping destinations have now dedicated more prominent spaces for locally-made products. Dressing in the Filipiniana style and adding distinctly Filipino elements in one’s home have also become de rigeur. The same can be said in other categories like gifting, beauty, wellness, and even flavors. 

Heritage, Purpose, and Meaning 

The team agrees that the work is far from over. The challenge, 10 years in, is not so much about releasing something “new” at every fair. They are instead focused on sparking conversations and creating experiences that are future-forward yet rooted in heritage, purpose, and meaning. 

Before the pandemic, for instance, ArteFino began highlighting the importance of integrating more sustainable practices in the creative process. The team recalls: “No one was listening back then. But soon enough, it began to resonate with consumers who sought meaning. These are the buyers who wanted to know where products come from, how they are made and the artisans who made them.”  

Throughout the years, ArteFino has added layers and new dimensions to the important, and sometimes hard conversations, making every trade fair experience more relevant and resonant to the times. “Everyone in the community is immersed in the movement, making it possible for us to champion our message. This has also allowed the movement to espouse these values, which help to reshape how products are designed, crafted, presented, and consumed.” 

Apart from brands, makers, artisanal communities, designers, and patrons, ArteFino has also forged deep partnerships with like-minded industry leaders like Rockwell and Security Bank. Tanya Deakin, FVP, Corporate Communications Head introspect: “BetterBanking has always been about understanding our customers and finding better ways to serve them. That's why our partnership with ArteFino is a natural fit. It allows us to create experiences our clients value while supporting Filipino craftsmanship and entrepreneurship. As we celebrate 75 years of BetterBanking under our anniversary theme, which is ‘With you then, with you now, and with you always,’ we remain committed to making banking simpler, faster, and more personal, while growing alongside the customers and communities we serve.”

Ushering In An Era of Responsible Retailing

Many elements that make up ArteFino: Isang Dekada find common ground in the concept of responsible retailing. “This was top of mind in our curation process for ArteFino’s “Isang Dekada”. This idea also influenced the direction of our featured HeArteFino grantees like Project Nova, Zarah Juan, ANTHILL Fabric Gallery whose collections will be featured in the South Court this year,” they share. 

Many of the participating brands this year are also innovating their designs by exploring natural fibers and upcycling techniques. For example, a collaborative collection between HeArteFino and Isla Tek will be unveiled in this year’s fair. The capsule wardrobe will showcase the use of the maker's specialized yarns made from pineapple, banana, and abaca. 

“We are going down the value chain in reverse, deepening that mission and looking closer into the conversation. We started with the products, then touched on the makers, the community. Now, we are looking into the materials or the fibers.” By opening channels for new ways, materials and methods, brands and makers are empowered to create and continuously evolve in their crafts.

Dekada Collections: A Design Journey

To commemorate the movement’s milestone, partner brands across categories were invited to create exclusive Dekada Collections. The ArteFino team expounds, “We asked them to create pieces that reflect how far they’ve come, how their craft has evolved, and where they hope to take Filipino design next.” 

More than 100 Filipino brands will be on showcase at ArteFino: Isang Dekada, which will cover various areas of the Power Plant Mall including The Fifth, North Court, South Court, and the R1 Lifestyle Hallway. They disclose, “We were intentional about how we wanted to present the brands and their products. We reconfigured the grounds so that there is more room for brands to showcase their work and share their design journey.”

Visual Storytelling Through Space

ArteFino enlisted Philippine Institute of Interior Designers President Cecil Ravelas to design and curate the North and South Courts. Spaces in these areas were reimagined as visual anchors that tell the narratives of brands and makers in a manner that truly sparks curiosity. “It’s the event’s showcase. It's an invitation, drawing visitors into the ArteFino story,” Ravelas elaborates. 

Gino Gonzales, who has worked with ArteFino in previous years, has also been engaged to create the Central Display area at The Fifth. This feature of the event has always been a trademark that sets the tone for every ArteFino trade fair. “We’ve always had a Central Display as a space where we could inspire our brand partners to look beyond the bazaar set up. It’s a continuous exploration of visual merchandising, which is very important especially for young or emerging brands.”  Over the course of 10 years, the Central Display has also welcomed the visual imaginings of Wynn Wynn Ong, Ito Kish, Leeroy New, Pat Pastelero of SPRUCE, Miguel Rosales, and Indy Ycasiano.

Spaces For Collaboration 

Collaboration is a key attribute that distinguishes the ArteFino experience. Throughout the years, the movement has birthed several design-led product collaborations and co-created product lines. Studio ArteFino, which will be launched during ArteFino Isang Dekada at the South Court, was envisioned as the movement’s retail extension. The team explains: “It will serve as the space in the fair that showcases products developed, designed, handpicked, or directly invested in by ArteFino.” 

Eats by ArteFino, created in partnership with The Seven Pantry will also debut during ArteFino: Isang Dekada. It was built around the idea that food is at the heart of gatherings, celebrations, and everyday life. “More than a food hall, it is a thoughtfully curated destination where food takes center stage, while home, pantry, and entertaining come together to enrich the experience of gathering around the table.” 

Apart from well-loved, familiar flavors, Eats by ArteFino will also feature a curated lifestyle store carrying pantry staples, snacks as well as home, dining, and entertaining wares. The team reflects, “ArteFino has always been more than just the shopping. We are excited about introducing reimagined sections that add meaningful layers to this year’s fair.” 

Always Evolving

The last 10 years for ArteFino have been an experience, exploration, and discovery of heritage in motion. The decade that was also tells the story of a cultural movement that is in a constant state of evolution. While rooted in tradition, identity, and community, ArteFino is always finding new forms, voices, and dialogues to impact change. 

Maritess Pineda, Armita Rufino, Susie Quiros, Cedie Lopez-Vargas, and Marimel Francisco conclude: “We honor the artisans, traditions, and communities that laid our foundation. Today, we celebrate the movement we have built together. Looking ahead, we set our gaze on creating opportunities, driving innovation, and ensuring that our heritage continues to flourish for generations to come.” 

ARTEFINO: ISANG DEKADA is presented by Rockwell and Security Bank. The milestone celebration happens from July 30 to August 2 at the North and South Court, R1 Lifestyle Hall and The Fifth at Power Plant Mall. For more information and updates, follow @artefinoph or visit www.artefinoph.com