CHEERS! What’s old is new again

MANILA, Philippines - There will be little argument that San Miguel beer has been part of Philippine life and culture. Since it was first brewed in 1890, it has become the drink of choice for Filipinos across generations. It was therefore witness, audience, guest or participant in gatherings, occasions happy and not, circumstances ideal and difficult.  As it was before up until now, bottles of this local brew were part and parcel of festivities, parties, trials and tribulations of most Pinoys.

This unique characteristic is captured by Norberto Roldan’s commissioned installation for Art Fair Philippines (AFP) 2013. “Mag mula noon, hanggang ngayon…” is a wall installation and assemblage which measures 7x10 feet. It is composed of San Miguel Beer crates fused with old photos and an assortment of found objects like old perfume bottles, jars, trinkets and bottle caps. 

According to Roldan, “work is referenced on the notion that values and traditions, while very much a part of history, are constantly celebrated in the present. Memories, signified by images and objects, are our best reminders of the best part our history. And what better way to highlight history than to use an icon of many a Filipino celebration – San Miguel beer!” 

The work’s title, he adds, “also mimics SMC’s beer commercials of long ago. Not only does it set the tone for a work devoid of any political issue unlike most of my past works, the title also suggests a continuing celebration of a glorious history, tradition and values.”

This special assignment led Roldan to utilize the used crates as part of his material resource. “When the organizers first approached me I was gladdened by the possibilities. The challenge was to repurpose these and fuse them into my art works,” Roldan volunteers. 

He was given the liberty to conceptualize whatever he saw fit for the event. “Initially I wanted to create an environment that functionally made use of these storage units. 150 pieces were delivered to me because I said that was more than enough, although they originally wanted to give me 1,000 cases,” he shares. 

He created a floor plan and a couple of studies. These were first developed into make-shift walls, tables, chairs and a bar. During the interview, the set-up was still in place at the Green Papaya Art Projects, the longest independently run creative multidisciplinary platform in the Philippines which Roldan manages. 

However, the organizers wanted to push the envelope a bit further by challenging Roldan to incorporate an assemblage. 

“Upon the advice of Kenneth Cobonpue, the bar will now be the registration counter of AFP 2013.  Together with the assemblage, the whole installation will act as the reception area for the guests,” the artist elaborates.

For Cicero, “Memory is the treasury and guardian of all things.” “Mag mula noon, hanggang ngayon…” contains and preserves these reminiscences in visual and tangible forms.

While the pattern is repetitive upon first glance, the details that each case presents warrant attention, for each has its own distinct oddity and eccentricity. 

“I worked through the holidays to finish this.  I practically scoured the whole Kamuning area searching for the items I housed in it,” intimates Roldan. 

A couple of interesting finds are sheets from old San Miguel calendars. These pages were from December 1965 and January 1966.  “Reproduced on it are portraits of women rendered in Amorsolo-like technique,” he adds. It would be remarkable to uncover the identities of these women and if the paintings are still extant. It was quite serendipitous that he was able to discover this treasure-trove. 

Essentially, “Mag mula noon, hanggang ngayon…” affords multiple momentary views; be it enveloped by revelry or cloaked with despair. It is a portal into our own repository of experiences. It is impossible not to reflect on the past when one comes face to face with Roldan’s work. There are triggers within the rhythmic configuration that conjure flashbacks. Frame by frame, one is transported to various eras. The grid-like composition quantifies and qualifies what has transpired. Life’s ebb and flow, its rise and fall; all these are captured in this motherboard-like creation. 

Literally and figuratively, recollections are stored here. The artist has breathed life into this humble plastic case.

Through creative reuse and reimagining, Roldan has animated these green cases into something of importance and significance. 

In the face of remembrances, whether good or bad, we make meaning.  Roldan has immortalized these connotations and denotations in “Mag mula noon, hanggang ngayon…”

From Feb. 7 to 10, the spotlight will be turned on to the best and most distinct examples of Philippine Contemporary Art. Art Fair Philippines (AFP) 2013 in Makati will be both a gathering and a celebration of the multi-faceted style of Filipino artists, as well as promote Philippine visual art both locally and abroad. AFP will transform the 6th level of The Link carpark building into a vibrant art boutique. Free tickets will be given to Makati students in groups of four and below (with prior notice).

For more information about AFP 2013, schedule, tickets and complete list of participants, visit www.artfairphilippines.com.