Globe Generation 3 store teaser with art wall in SM City Annex North Edsa #GEN3NextACT

coverage by Mark "Heer0San" Santos


“Globe Telecom, the biggest mobile network, makes a 360 degree turn by transforming their new look on their upcoming renovated stores, dubbed Generation 3.”

The announcement of the new look for the Globe store was held at Brickfire restaurant in SM City Annex North Edsa. Globe’s Generation 3 stores’ new look will symbolize the Filipino’s digital lifestyle and the things what are most important to them. According to Joe Caliro, Head of Retail Transformations, that the stores are still ‘experimental’. “Transformations. Its time for us to reinvent ourselves, make the stores more exciting–even a place you’d want to hang out.”, he added. To symbolize this new lifestyle store revolution, Globe held a small entertainment performance while doing a live painting at their still renovating store at the 4th floor of the annex to celebrate art and creativity.

To make this ambitious project possible, Globe commissioned 7 local artists to make the storefront like an art mural. Leading in this project is Ross Capili, a seasoned artist with award titles under his belt like the 2001 Pamana ng Lahi Award, 2008 Gold Pacific Asia Tourism winner and the conferred Ani ng Dangal Presidential award in 2009.

George Tapan, photographer which showcases his beautiful images of destinations around the world and the Philippines. Designer, journalist and TV host Robert Alejandro, whose talent able to tread along multiple disciplines of art and design can be seen on his works for notable brands in the commercial space. Rick Hernandez; Ross Capili’s protege, a graphic artist. Hernandez was able to work with the country’s top artists including Bencab, Ramon Orlina, Nap Jir and among others in which inspired him to go beyond graphic design and pick up a brush and paint.

Artist, designer and singer Feanne which she focuses on environment, community and the society can be seen through her works from drawing to painting, graphic design to jewelry design and from singing to songwriting. Jonathan Benitez whose works is turning everyday objects and incorporating into his art. He focuses on economic turmoil, poverty, corruption, globalization, natural calamities and environmental issues as an inspiration on his works. And Rem San Pedro, the youngest artist in the group, though hardly an amateur made exceptional work such as the mural for Chinese Artifacts at the Metropolitan Museum in 2007. He’s currently collaborating with Rick Hernandez this year as part of the country’s delegation at the Langkawi Art Biennale 2014 in Malaysia.






So far, the temporary tarp mural that’s covering the store is still in works as more artists are participating; putting their works in the mural, slowly transforming. The final art mural will also serve as the actual mural storefront once completed. Art enthusiasts and followers on social media have been able to keep updates through #GEN3NextACT on Twitter and Facebook since the art event began last September 25. The event is divided into 6 ACTS which started last September 25 till before the official store opening. ACT 1 and 2 focuses on Art, ACT 3 focuses on Music, ACT 4 which focuses on Life, ACT 5 focuses on Entertainment and the final act, ACT 6 will serve as the store’s grand opening.

The Generation 3 store layout was designed by Tim Kobe; founder and CEO of Eight Inc. and he’s the man behind the iconic Apple Store in New York. “Globe is transforming the customer experience in the Philippines and it will send shock waves far beyond.” Kobe quoted. Currently, 2 stores are having on-going renovations for Generation 3, the store in SM City North Edsa annex and the one in Limketkai Mall in Cagayan de Oro where Capili is also coordinating with the local artist in CDO making the art mural, similar to the store here in SM City North Edsa.





The Generation 3 stores will house an interactive lifestyle pillars and a plethora of products that will make relevant for the customers. Caliro did not reveal the full details of the store, but all will be revealed once the stores formally opens on December 15, the target date of the Generation 3’s store opening, both Manila and CDO.

If you want to participate in the #GEN3NextACT, you can follow them on Twitter or get updates though their Facebook group .


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