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MANILA, Philippines – In spite of the grime and grit, the crowded streets, the unbearable traffic, and the chaos, Manila remains one of the most fascinating places this side of the metro – if you know where to look.
Pasig River divides the city in two, each side dotted by culturally and historically significant structures – Manila Metropolitan Theater, Intramuros, National Museum, and Chinatown, just to name a few.
But it’s not at all old and, as some might claim, uncool. Manila is currently undergoing a rebirth of sorts, thanks to restoration efforts on some of these old establishments, and independent artists and startups setting up shop all over the area.
Unearthing hidden gems
Post from RICOH THETA. – Spherical Image – RICOH THETA
One spot the young and hip now call home is First United Building, one of the oldest buildings in Escolta. To get here, one has to brave the infamous Manila traffic, crowd, and pollution – a bit like going on an actual treasure hunt yourself.
Behind its unassuming façade, it houses an art collective and an architecture firm, among other things.
It’s definitely one of Manila’s best kept secrets – the perfect venue to kick off Heineken’s latest campaign that revolves around celebrating the city.
International premium beer brand Heineken brings the Open Your World campaign to the Philippines through Open Manila, which aims to uncover Manila’s hidden, unexpected, and fun places.
The festivities kicked off with a party held at First United Building last May 6. It’s Heineken’s first-ever event to be held in Manila.
Post from RICOH THETA. – Spherical Image – RICOH THETA
Explore Open Manila with our exclusive 360° capture of the event.
“We wanted to hold it here in Escolta because this is the heart of Manila. This is where the culture is, this is where the texture is, this is where you can get the feeling of what Manila is really like,” Chris Aguilar, Group Marketing Manager for Heineken, told Rappler at the sidelines.
Rohit Sakhamuri, Brand Manager for Heineken, said: “We think Escolta is really important because it adds a lot of culture and value to what Manila is all about.
“Open Manila is all about getting people out of their comfort zones and to show people that Manila has a lot of hidden gems which might not be apparent to the naked eye. We would like to shine the light on these places.”
Going beyond Manila
Open Manila isn’t just about Manila, the city. It’s about the whole of Metro Manila, so Heineken is slated to hold more events just like this one in the coming weeks.
“The idea is about celebrating Manila. And when you celebrate Manila, you wanna celebrate all of Manila,” Aguilar said.
For now, Heineken prefers to keep the exact locations under wraps. But Sakhamuri hinted that people can expect parties not just in commercial and business centers such as Makati and Bonifacio Global City, but also in more laid back locations like Alabang and Pasig.
Manila is, indeed, so vast and constantly changing that even those who’ve lived and worked here for years have barely explored its entirety.
“Manila is a lot like India,” Sakhmuri said. “It’s chaotic but it’s beautiful. And that’s what the pull is. It’s about looking beyond the chaos and looking at the beauty of the people, the streets, the day to day life, everything, [since it’s] very easy to get swayed by the chaos of the top line here.
“But if you dig deeper, you can find gems like Escolta, like Chinatown, the food places. And that’s what we want to bring out in the campaign,” Sakhmuri added.
After Escolta, Heineken will head to the south of the Metro for the next Open Manila party. – Rappler.com
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