Art enthusiasts and collectors were treated to a visually stunning journey through the Philippines’ natural and man-made wonders at the Immersive Cube Experience, an innovative exhibit that brought the country’s beauty to life in an artful setting.
The Department of Tourism (DOT) launched this immersive attraction at the ManilArt 2024, one of the Philippines’ longest-running visual arts fairs, held at the SMX Convention Center Aura in Taguig City on October 9, 2024. This unique event bridged the worlds of tourism and art, drawing both art lovers and curious visitors to explore the Philippines in a whole new way.
The exhibit featured a photo and video booth that allowed guests to experience the country’s world-famous tourist destinations through five LED screens, creating a dynamic 3D-like environment. The cube’s interior, designed with three walls, a ceiling, and a floor wrapped in blue, mimicked the Philippines’ crystal-clear waters. The vibrant Love the Philippines campaign message set the tone, emphasizing the country’s natural beauty and cultural heritage.
Inside the cube, visitors were virtually transported to iconic Philippine destinations: from the awe-inspiring sardine run and stunning waterfalls to majestic mountains, pristine beaches, and striking limestone formations. The exhibit also highlighted historic man-made structures like lighthouses, while flashes of the Love the Philippines slogan reinforced the message of national pride.
Guests actively engaged with the display, taking photos with Philippine flags, hashtags like #LoveTravel and #LoveThePhilippines, and wearing traditional Filipino hats. This hands-on experience combined fun with cultural appreciation, making the exhibit both interactive and educational.
The DOT described the Immersive Cube as a “three-dimensional installation designed to immerse visitors in the beauty of the Philippines through seamless video mapping and programming.” This innovative approach was aimed at offering a visually captivating and immersive experience of the country’s award-winning destinations.
Leading the launch were DOT Undersecretary for Administration and Finance Shereen Gail Yu-Pamintuan and Assistant Secretary for Branding and Marketing Communications Gissela Marie Quisumbing, who highlighted the DOT’s commitment to positioning the Philippines as a top tourist destination. The launch coincided with ManilArt’s gala night, further emphasizing the department’s support for the promotion of Filipino culture.
The event was graced by notable figures, including Department of Education (DepEd) Secretary Sonny Angara, National Museum of the Philippines Director General Jeremy Barns, National Artist Virgilio Almario, and foreign dignitaries like Israel Ambassador Ilan Fluss, Thailand Ambassador Tull Traisorat, and Malaysia Ambassador Dato’ Abdul Malik Melvin Castelino Anthony.
Organized by the National Commission for Culture and the Arts (NCCA) and the ManilArt Foundation, ManilArt 2024 was part of the annual Museums and Galleries Month celebration in October. The art fair, which ran from October 9 to 13, showcased over 260 artists and 34 exhibitors displaying diverse paintings, sculptures, and mixed-media artworks, offering a vibrant representation of Filipino contemporary art. With the theme “Prisms & Mosaics,” the fair underscored the richness and diversity of Filipino art, attracting over 5,000 attendees.
The DOT’s participation in the event was part of its broader goal to introduce the Philippines as a premier tourist destination, showcasing its rich culture, natural wonders, and the vibrant Filipino identity. DOT Secretary Christina Garcia-Frasco expressed the department’s commitment to telling the unique story of the Philippines, emphasizing its biodiversity, rich history, culinary traditions, and the resilience of its people.
“The Philippines is a powerhouse of mega biodiversity, a tapestry of creative communities, and a treasure trove of culture and history,” Secretary Frasco stated during the launch of the Love the Philippines campaign in June 2023. “These complexities and nuances of the Philippines have yet to be fully told to the world. We will tell that story by sharing the story of love.”
With this initiative, the DOT continues to bridge the gap between tourism and art, offering both locals and international visitors a fresh, immersive perspective of the Philippines.
