Freeway Gives Tribute to National Artist Bienvenido Lumbera

Freeway x Lumbera Collection

National Artist Bienvenido Lumbera

Freeway celebrates its 11th tribute by featuring the National Artist for Literature, Mr. Bienvenido Lumbera. The poet who introduced a new aesthetic to traditional Tagalog literature, turned dramatist then professor to top universities gives way to Freeway’s Filipino National Artist Collectors Series for 2014 featuring one of his recognized composition, The Yaya’s Lullaby. The event was held in  Glorietta 1 at The Row, on May 20, 2014 in time for the launch of 10 piece fashion collection composed of vibrant floral mosaic prints matching Lumbera's literary aesthetic. Rich colored prints on halter sleeveless tops, shirts, and dresses in flowy cuts is now available this merry month of May.

The area was very festive with guests and the media.  Tessa Prieto Valdez who was wearing a haltered Lumbera mosaic collection hosted and entertained media. Guests were treated to a lovely song number performed by an up-and-coming artist, Lirah Bermudez where she rendered a couple of Carpenter songs- a personal request of Lumbera’s family. To cap the musical event of the night,  award winning rapper Gloc-9  performed Upuan and Sirena, Tatay Bien’s favorite rap songs to a huge crowd of fans gathering in the hallways.

Lirah Bermudez

Tessa Prieto Valdez hosted the Freeway tribute

Celebrating today’s openness to freedom of expression is a timely tribute to one of the brave souls who embraced the art of expression since Martial Law. We are talking about the multi-hyphenate, renowned National Artist for Literature, Bienvenido Lumbera, one of our few remaining living treasured National Artists.

Gloc-9 entertained the audience

After the musical treat, the audience was treated to candid stories from the panel of Special Guests: Vim Nadera, Director of Philippine High School for the Arts who gave his professional views on art and literature, Gloc 9 who shared his fondness for Tatay Bien and of course, the man of the hour, Bienvenido Lumbera himself who shared with us a hearty and enlightening look at his life and works.

Get ready to wear another Literature x Fashion comeback highlighting BienvenidoLumbera’s emotional piece translated into visually attractive silhouettes.
Thanks to Janilyn (www.facebook.com/Janylinshoes) for the footwear.
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The unveiling of the much-anticipated Fall Collection for 2014 was a sight to see.. Freeway awed the audience by showcasing a wide array of tops and dresses with vibrant mosaic prints matching Lumbera’s literary aesthetic, and also gave the audience the gift of knowledge and pride to take home!

In line with the artistic and nationalistic theme of the event, the night was capped off with the presentation of the winners of the recently held Art Bag Design Contest. Their winning designs, Batok by Elito Job Mirasol and Tanglaw by Felicidad Plata, are now available in Freeway Stores nationwide.

It was a night to remember, filled with funny anecdotes, warm memories and educational insights, all in the spirit of celebrating Filipino Culture and Talent.

For more information, visit freewayonline.com.ph or visit our Facebook page facebook.com/FreewayOnline. You can also follow us on Twitter and Instagram @FreewayOnline.  Shop Online with us, it's easy and reliable!

My Oishi OWow! Moment with Daniel Padilla

“I had my entire Saturday planned when my editor [ED] texted me at around 10 am asking to attend an  Oishi event scheduled at noon.

I said yes, took a quick shower, grabbed a shirt and a pair of jeans, laced up my chucks and rushed to the LRT. It usually took an hour to get to Bonifacio Global City from my place but because of the heavy traffic– and no thanks to the wrong directions ED gave me (“Just look for the IHOP Building, he said”) which was

actually a few blocks off — it took me an hour and a half to get there.

I had to ask 5 guards on almost every street corner who were equally confused before I finally made it to the W Bldg building on High Street. I had to freshen up inside the elevator, since I was perspiring from the long walk and thankfully looked less haggard when I reached the Skye Lounge.

The venue looked quite different from the night parties/event photos I see on Facebook as it transformed into a festive summer arcade with the bright red , yellow, orange and green, colors of my favorite Oishi snacks. There was a mini Oishi Sari Sari Store stacked with everyone’s favorites crunchy treats and I loved the color blocking it creates–plus their healthy drink Oaties and Smart C+.

After signing the guest list, Miss Martha of Bridges PR handed me a white towel, an Oishi sack bag, and a pink Oishi printed scarf and told me that there would be a  game and I was part of the pink team.  The program had already started with RJ Ledesma doing hosting chores with a female radio DJ.

I squeezed my way near the front of the stage hoping to get some decent photos and noticed there were a lot of celebrities, media and bloggers, some with their entire families in tow to support the event. Some of the celebrities I spotted were Phil and James Younghusband, Mikaela Lagdameo Martinez and family, Pia Magalona and her children, Anton del Rosario and Ms. Tessa Prieto Valdez with her daughter Athena.  There were also several young children running around mesmerized by all the goodies around them.

Oishi’s O! Wow! endorsers were then introduced to lead their teams–Ramon Bautista for the Green Team, Elmo Magalona for the Red Team, Slater Young for Yellow Team.

RJ then described the games available such as the Oaties milk the cow, Ramon’s Boot Camp, Scramble, the Elmo Jeep, Slater Young’s Zorb, a big rolling plastic ball and Daniel’s Padilla’s shoot out basketball hoop and the prizes at stake for the winning team. 

As I was busy taking pictures, RJ then called in another ambassador for Oishi– and I was taken back by the sudden movements of everyone pointing their cameras to the guy in a white Oishi Team O shirt, wayfarer shades, tattered jeans and his high cut running black shoes– I actually caught a whiff of his scent before I saw him come up the stage– and he smelled divine.

And just like that, it seemed time stood still for a moment as everyone’s eyes were glued on this teen heartthrob they call DJ or Daniel Padilla.

I admit I am more of a fan (make that die-hard fan)  of his uncle Robin Padilla way back my college days, and Daniel exuded almost that same rugged charm and mystery that made most girls and ladies–including me find irresistible .

Not to sound like a cradle snatcher, but I finally understood why he’s one– if not the most popular teen actor today. He has loads of appeal, he is young, fresh and was quite taller than I expected.. His famous #medyobadboy also perfectly suited his rebellious image though he was really quiet.

He was, or should I say seeing him was my perfect Oishi O Wow! moment. Much as I hate to admit it, I felt like a high school girl who just met her long time crush. Had they asked to us to form a Daniel Padilla fan’s club on that day, I would have volunteered– or fought my way to be president. I think I’m still blushing as I type this.

I was on cloud nine and I forgot about walking 30 minutes under the heat of the midday sun and that my stomach was already growling for some decent lunch.

I stood there dumbfounded as Daniel displayed his basketball prowess, shooting hoops, and gamely posed for photos with everyone. I keenly observed how he smiled, the way he talked, walked and posed.

What I’d do to be in Kathryn Bernardo’s shoes and spend a day with Daniel Padilla…hayz.

Just as Ed instructed (REQUESTED lang! –ED), I went home carrying a big bag full of Oishi goodies…and an Oishi OWow memory in my heart that would always be remembered.

Happy 40th anniversary Oishi! Thanks for re-igniting the fan in me after all these years. I didn’t know Johnny Depp would ever have to share top spot with a much younger Daniel Padilla.

Curse of the blurred photo-op! haha.

Now I couldn’t wait for the next Oishi O Wow! event!