UNIVERSITY OF SANTO TOMAS COLLEGE OF ARCHITECTURE

Historical Research: El Hogar Filipino Building

Submitted to: Arch. Norma Alarcon, fuap Professor

Submitted by: Duroyan, Marybeth G. Francisco, Dionella Marie T. Nery, Jullee Anne C. Serrano, Vinson P. Tana, April Dawn B. AR 5-5

October 9, 2009

Table of Contents

Title Page

El Hogar Filipino Building: Philippines World Trade Center

Special Features

Physical Description

State of Preservation

Grading

Pictures

11

Bibliography

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El Hogar Filipino Building: Philippines World Trade Center In the heart of busy streets of Manila lies an almost century-old building located in front of the Pasig River along the streets of Juan Luna and Muelle Dela Industria. The El Hogar Filipino, a Spanish phrase meaning The Philippine Home1 is one of the most prominent structures on the business district of Binondo.

History Built in the year 1911 by an American civil engineer named Ramon IruretaGoyena and Francisco Perez Muoz2, this building was considered as the Mutual Company Building and Loan which serves as a mortgage company, a financial institution related to lending activities. It was during the 1900s when the Americans came and civil engineers went to the country. Don Ramon Irureta- Goyena was then the first dean of the College of Civil Engineering3 of the Oldest Engineering School in the Philippines- the University of Santo Tomas. Don Ramon Irureta- Goyena is the brother of Antonio Irureta- Goyena, and his half-brother4, Tirso Irureta- Goyena was a prolific writer during that time. This building served as a wedding gift for the marriage of Margarita Zobel to Antonio Melian, a Peruvian Count in 1914.

El Hogar Filipino building, containing the firms Manila offices, was erected a few years ago on the site where they were previously located for a great many years in an old stone and wooden two-storey structure that was eminently typical of the business establishments of the city in former times.5 Ownership

English Translation of El Hogar Filipino. http://translate.google.com/translate_t?prev=hp&hl=en&js=y&text=sociedad+mutua+de+construccion +y+prestamos&file=&sl=es&tl=en&history_state0=#es|en|el%20hogar%20filipino%0A. 10/08/09. 2 Statutes of The Filipino Home: Mutual Company Building and Loan. El Hogar Filipino: Escolta, Manila. 1912. 3 University of Santo Tomas Faculty of Engineering. http://wapedia.mobi/en/University_of_Santo_Tomas_Faculty_of_Engineering. 10/08/09. 4 Antonio & Ramn de Irureta Goyena. http://www.alexwaterhousehayward.com/blog/archives/2007_05_01_archive.html. 10/08/09. 5 Macmillan, A. Seaports of the Far East. London, UK: W.H. & L. Collingridge. 1925.

Owned by the El Hogar Filipino Company, the company has its own set of Board of Directors. Antonio Roxas served as President, Francisco Irtgas served as Vice-President, Enrique Zobel served as the Treasurer, while several directors such as Mariano Limjap, Fred C. Fisher, Juan T. Figueras, Ramon Fernandez, Antonio Brias, Fernando Zobel, Eduardo Soriano, Miguel Ossorio. Antonio Melian, worked as its first manager while Lutgardo Lopez worked as the secretary. Company lawyers were Haussermann Cohn and Fisher and Orense Y Gonzalez Diaz. The company auditors were Fleming, Percy Smith & Seth.

As the Philippine Insurance Company was formed, the finances were released that resulted to the construction of famous and iconic landmarks in Manila like the El Hogar Filipino building itself, staggering with its four-floor edifice and was then considered as a high-end building during that period. Juan Arellanos Metropolitan Theater and Andres Luna San Pedros Crystal Arcade would not have been built without the presence of El Hogar Filipino building.6

Special Features Historical Significance El Hogar Filipino building was then the primary headquarters of the most respected firms in the business district of Binondo. Binondo was then called as the Wall Street of Manila7. Some of these firms are the following: Warner, Barnes and Co., Ltd., Importers and Exporters, Shipping and Insurance Agents; W.F. Stevenson and Co., Ltd., Exporters, Importers, Shipping and Insurance Agents; Lizarraga Hermanos, General Merchants, Sugar Manufacturers and Exporters; M.J. Ossorio, General Merchant and Broker; M. Verlinden, Agent for Manufacturers8. The primary location of El Hogar Filipino building, knowing that sits beside the Pasig River made it as an arterial network of the metropolis as main trading point of banking and

Harper, B.L. Embodying Grace and Elegance. Philippine Daily Inquirer. 06/12/98. De los Reyes, M.M. Manilas Building Boom. The Tribune Magazine. London,UK: Tribune. 08/31/30. 8 Macmillan, A. Seaports of the Far East. London, UK: W.H. & L. Collingridge. 1925.
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commerce. This was also the original headquarters of the Ayala Life Insurance Company.

If not the best of its field, firms that were located inside the El Hogar Filipino building were one of its kinds. Among firms, exporting and importing activities dominated the trade and commerce thus continuously gaining profit for the socioeconomic value of Binondo as a central business district. It is no wonder why up until now, Binondo is a top spot for commercial establishments and has the highest market value of land appraisal within the boundaries of Metropolitan Manila.

W.F. Stevenson and Co., Ltd., J. Ossorio, General Merchant and Broker, and Lizarraga Hermanos, General Merchants, Sugar Manufacturers and Exporters were the extensive exporters of Philippine products especially sugar. Lizarraga Hermanos, General Merchants, Sugar Manufacturers and Exporters are the largest stakeholders of the Kabankalan Sugar Co. Warner, Barnes and Co., Ltd., Importers and Exporters, Shipping and Insurance Agents is the oldest firm in the vicinity. This firm is one of the largest and most influential of the local firms. While lastly, M. Verlinden, Agent for Manufacturers is known for its long and extensive commercial experiences together with his partner, Mr. Lucien Delmotte.9

On the famous work of Jose Rizals Noli Me Tangere, our National Hero had mentioned through the character of Kapitan Tiago, a rich, famous, and well-known merchant in the novel, once lived on the same site where the El Hogar Filipino building is located. Within Rizals lifetime, his experiences and knowledge was enough to gauge to his capacity that Binondo, in particular, can be a very truthful manifestation of rich and prosperous living in Manila, and that trading is one of the highest earning businesses that existed in Philippine history. As quoted from the novel:

Ibid.

Isang marangyang salu-salo ang ipinag-anyaya ni Don Santiago de los Santos na higit na popular sa taguring kapitan Tiago. Ang handaan ay gagawin sa kanyang bahay na nasa daang Anluwage na karating ng Ilog-Binundok.- J.P. Rizal10

Anluwage is the old name of Juan Luna Street on the district of Binondo. (See appendices for details) A nearby plaza can be located few meters away which is called Plaza Cervantes. Plaza Cervantes has always been a busy intersection since it was coined as the Plazas banking section and now flanked with tall concrete establishments where continuous commerce takes place.11

At present, El Hogar Filipino was used for some of the movies which shots were taken are Princess Sarah, Lovers in Paris, Mangarap Ka, Scorpio Nights and Milan. Music videos were taken here as well such as Hallelujah and Much Has Been Said by Bamboo, I Wanna Know What Love Is by Sarah Geronimo among others. Commercial and Photo shoot sets has an endless list of clientele and magazine exposures.

Physical Description Embellished with a Beaux- Arts style of architecture that is prominent on the ornamentation and details of the building, this 98-year old building housed several financial and institutional firms that were considered as best of the best during the 90s. Dated on its history, the Beaux- Art style of architecture heavily dominated the United States during the period 1880- 192012. Due to this evolutionary trend, same style was applied by its architects, evidently shown and proved by the neoclassical type of architecture. Various columns and capitals used were of conformity with the dominating styles that of Doric, and Corinthian orders.
10

Rizal, J.P. Noli Me Tangere, Kabanata I: Isang Handaan. http://gusot.wordpress.com/2007/09/04/noli-me-tangere-kabanata-1-isang-handaan/. 10/08/09. 11 V.R. de la Torre. Landmarks of Manila 1571- 1930. Manila: Paragon Printing Corporation. 1981. 12 Beaux-Arts Architecture. http://en.wikipedia.org/wiki/Beaux-Arts_architecture. 10/08/09.

The five to six storey office building remained as a high end structure during that time. The use of materials dedicated to its intricate design are of high quality, and its sophistication not only impresses every person who was able to visit the place but also makes every visitor fall in love with its features. Such beauty was appreciated by most of intellectual artists such as directors, set designers for film and television. The building has a different kind of atmosphere- depicting like an ambience of a different country such as Rome, France or Spain. The interior spaces are flexible enough to be used in various types of setting, whether it may be local or foreign, may it be for film, television series, or commercials. The building have greatly influenced itself into the field of arts, created a general impact proving that architecture has become part of the setting or what we call the sense of place. In fact, El Hogar Filipino is picturesque in quality where in any and every angle, beauty can be seen through the naked eye and possesses a different kind of drama and emotion incomparable to any other buildings built in Manila. Through this, the building formulated a new name- Studio Three, referred as a studio outside the real television and film studio.

Interiors, Materials, Decorative Features During the 90s, El Hogar Filipino building was used to house Manilas top commercial firms which are locally and internationally contributor to the prosperous trading of goods in the country. For an office type of building, spaces were designed in such a way that elegance, professionalism and sophistication can be interpreted through its details. The type of architecture and ornamentation used like the various neoclassical orders such as Doric and Corinthian illustrates the institutional ambience of the buildings function. The ornamentation is well defined through its balusters, newel post, windows, railings and the like. Tiles used and other materials used in the building were defined to be commonly used in Binondo. Hard wood were employed as stair and window materials, and metal framings and railings were ornate enough to put detail on the solid concrete facade of the building. The building already used an elevator, and acquiring such can be very expensive during that time. Since budget

posed no problem on its construction, El Hogar Filipino ended up built as beautiful comparable to that of the New York Wall Street13

Fleur de Lis patterns were used in almost all parts of the building, and such pattern is greatly influenced by its Beaux- Arts style. As one approaches the building, the stunning beauty that the staircase possesses is already enough to believe that El Hogar Filipino was once the seat of high-end commercial firms in the country. The atrium allowing cool air and indirect light enter the premises, which are considered as tropical design innovation during the time since air-condition units were not yet being used during that time. A pent house located on the topmost part of the building allows the occupant to have a clear view of the busy Pasig River from Manila Post Office building stretching up to the entire area of Pasig Harbor. Glass is also another material believed to be introduced during these times.

Interior corridors are surrounded with interior windows, allowing every space to breathe not only from the exterior facade of the building, but also penetrate the circulation of air and light inside and out through the atrium. As of its microclimate condition, through researchers observation, El Hogar Filipinos temperature is workable for office functions, and seemed to be abundant with natural light, which conserves the building energy consumption. The introductory provisions of ventanilla system in window treatments served the offspring of Spanish Bahay na Bato architecture that dominated the country during that period. Roofing materials used Galvanized Iron sheets, proved that layers of change from Spanish to American architecture took place during that time. A chaflan on the buildings corner were intently design due to an ordinance14 issued by the gobernadorcillo that creating such will lessen accidents in the area. (See appendices for details)

De los Reyes, M.M. Manilas Building Boom. The Tribune Magazine. London,UK: Tribune. 08/31/30.
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De Viana, L.D.C. Three Centuries of Binondo Architecture, 1594-1898 :A Socio-Historical Perspective. Manila, PH: UST Publishing House. 2001.

Calle Escolta was distinguished among the other streets of Binondo because it was well-paved with cobblestones and piedra china blocks brought from Hong Kong. Escolta towards the Jones bridge lined with shops of French millinery, Swiss jewelry, and Berlin fancy goods, English emporiums, shops of German chemists, and the offices of Spanish physicians, Spanish tobacco dealers and Belgian sugar factors, photograph-salons and modest depots of stationery, or even periodicals and books, tailoring shirt and hat making establishments, furniture salesrooms and picture and music stores, cafes and confectioneries and liquor rooms, and the clubhouses of rendezvous and gossip for the European residents, where the sale of aerated waters is something marvellous. On the Escolta mingle wealth, fashion purchases for the maintenance of style or the gratification of taste.15

De Viana, L.D.C. UNITAS, Binondo: The Commercial Capital of 19th Century Philippines. Manila, PH: UST Publishing House. 2000.
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State of Preservation Structural Stability, Threats, and Condition Description The buildings structural stability posed as the biggest threat and danger to the existing lifespan of the building. Due to improper maintenance, dilapidated facilities like leaks and fouling odor coming from the comfort rooms are only some of the buildings deterioration agents. A consideration for repainting job might prevent the facade from urban decay. Visually chaotic ambience due to traversing utility lines in front of the well-ornate facade degrades the buildings sophisticated quality and elegance. Improper use can put to blame since tenants should highly prioritize maintenance as basis of its current condition. Some of the rooms are no longer functional due to age and condition, and health threats posing a great danger due to mould and bacterial inhabitation on the area. Aside from the structural stability, the usage of the building facilities might be determined as the source of its major deterioration.

Since aging is consequently related to structural consolidation according to charters and principles of conservation, the greatest threat that posed during the researchers observation were improper usage of the building, added with managerial inoperable solutions. Finances may not be considered as major problem since frequent movie shootings are done within the area. Resources for funds and adequate management are imperative since adaptive reuse is being implemented on the building.

Grading El Hogar Filipino building: Historic, Aesthetic, and Cultural Significance Historic Significance If there are two words that are immediately being associated with El Hogar Filipino, it must be trade and commerce. El Hogar Filipino has witnessed the Golden Age of Pasig River as main artery of trade and commerce in the Metropolitan Manila. Financial and commercial institutions were housed on this building, giving way to the success and development of every companys history to the nation and to the world. Such feat cannot be measured since Binondo, would not have been developed due to Pasig Rivers busy industry, and this consequently resulted to the socio-economic contributions primarily of the building in the society and to the development of the countrys considered to be the first financial central business district. Immeasurable attainments are evident enough to prove El Hogar Filipinos great and rich history. From the noble businessmen that created the famous family names in the country like the Zobel, Ayala, and Limjap. Imports and Exports were done on the site giving way to the development and promotion of the country in other parts of the world makes it more significant. History takes part of its process as the process takes part of its history as well. Endless connections can be made and therefore be associated to this structure, and for that reason why we declare this structure with high significance in terms of its historical value.

Aesthetic Significance In terms of architectural quality and treasure, El Hogar Filipino is one of the business buildings in the Philippines that pose Beaux-Arts style that dominated during the 1900s. This architectural style brought by the Americans in the country are part of the architectural evolution as it lies the layers of time and development that has undergone Binondo and other parts of Manila. Ornamentation can be graded as authentic, and several introductions of modern materials during that time is highly significant and can be considered as an innovative move and benchmarking of

architectural style within the era. The use of the building for production design set for various films, television, and commercial shootings are proofs of its timeless beauty and elegance. For such reason, the aesthetic quality and value of the building must be raised into a higher level, thus consequently resulting to an increase of market value. Therefore, El Hogar Filipino is also of high significance in terms of aesthetic value.

Cultural Significance El Hogar Filipino housed several business activities that are of great implication to the Philippines rich history in terms of trade and commerce. Since El Hogar Filipino provided funds for the construction of some of the iconic landmarks in Manila namely the Jones Bridge, Metropolitan Theater and Crystal Arcade, this contribution can also be considered as highly significant due to the lineage of civilization functions and infrastructure to the continuing legacy of history to the Philippines. Such architectural legacy can be considered as a cultural contribution, and hosting as a venue for business activities and the like. Therefore, El Hogar Filipino is also of high significance in terms of cultural value.

Scientific Significance As of the thoroughness of the researchers study to investigate if there were things that may be associated to El Hogar Filipino building in terms of scientific significance, there are no adequate proofs and evidences that can be declared for stating the scientific significance of the building. Having this study as basis for citing its scientific significance, as far as this research and this study is concerned; El Hogar Filipino is not stated of any significance in terms of scientific value.

Pictures Interior, Exterior, Details Photographs

Counterclockwise: 1Exterior Perspective 2 Art Noveau Staircase design 3Atrium 4 Penthouse staircase 5 Exterior perspective along Pasig River 6 Photo of El Hogar Building during the 1900s

Pictures Interior, Exterior, Details Photographs

Counterclockwise: 1 Newel post detail 2 Door detail 3Stair railing detail 4 Penthouse railing detail 5 Ceiling detail

Bibliography English Translation of El Hogar Filipino. http://translate.google.com/translate_t?prev=hp&hl=en&js=y&text=sociedad+mutua+ de+construccion+y+prestamos&file=&sl=es&tl=en&history_state0=#es|en|el%20hog ar%20filipino%0A. 10/08/09. Statutes of The Filipino Home: Mutual Company Building and Loan. El Hogar Filipino: Escolta, Manila. 1912. University of Santo Tomas Faculty of Engineering. http://wapedia.mobi/en/University_of_Santo_Tomas_Faculty_of_Engineering. 10/08/09. Antonio & Ramn de Irureta Goyena. http://www.alexwaterhousehayward.com/blog/archives/2007_05_01_archive.html. 10/08/09. Macmillan, A. Seaports of the Far East. London, UK: W.H. & L. Collingridge. 1925. Harper, B.L. Embodying Grace and Elegance. Philippine Daily Inquirer. 06/12/98. De los Reyes, M.M. Manilas Building Boom. The Tribune Magazine. London,UK: Tribune. 08/31/30. Rizal, J.P. Noli Me Tangere, Kabanata I: Isang Handaan. http://gusot.wordpress.com/2007/09/04/noli-me-tangere-kabanata-1-isang-handaan/. 10/08/09. V.R. de la Torre. Landmarks of Manila 1571- 1930. Manila: Paragon Printing Corporation. 1981. Beaux-Arts Architecture. http://en.wikipedia.org/wiki/Beaux-Arts_architecture. 10/08/09. De Viana, L.D.C. Three Centuries of Binondo Architecture, 1594-1898 : A SocioHistorical Perspective. Manila, PH: UST Publishing House. 2001. De Viana, L.D.C. UNITAS, Binondo: The Commercial Capital of 19th Century Philippines. Manila, PH: UST Publishing House. 2000.