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Role of Placemaking and Third Places: A Case Study on Cubao Expo

Before Metro Manila, there was just Manila. During the Spanish colonial period, Intramuros was the center and first gated community in the Philippines. Intramuros began formal urbanization in the metropolitan area consisting of schools, churches, hospitals, municipalities, global trades, and marketplaces. Such builds inside Intramuros were further developed beyond its walls and continued during the American colonization– towards what is Metro Manila now. A normal travel around the region would consist of car congested roads, long queues for public transports, and endless shuffle of high rise and low rise buildings. To add, remarks such as “Saan na tayo?” (Where are we?) is a common question while in transit. This is because of the absence of distinct boundaries between each city and the repetition of the same establishments. In order to distinguish one’s location, signifiers would be attached to the large mall, establishment branch, government tarpaulins, or formal green sign nearest to you.

The City Who Had Two Navels, Philippine Arts in Venice Biennale

Metro Manila is a salad of post-colonialism, political power, and big enterprises. The Philippine Pavilion during the 16th Venice Architecture Biennale presented The City Who Had Two Navels, curated by Edson Cabalfin. The ‘two navels’ in the art installation represented the two forces that shaped the metropolitan— a confrontation on the tension between the vicissitudes of the past and the challenges of constructing contemporary subjectivity (Cabalfin 1). The art and research discussed the impacts of colonialism on the formation of the built environment and how the process of neoliberalization reshaped the urban landscape of Metro Manila (Cabalfin 3). This study will only challenge the force of neoliberal urbanism in Metro Manila. Neoliberal urbanism is defined as the following:

“Neoliberal urbanism is a concept used to describe the progressive privatization and the commodification of our cities as profit making machines. The overarching goal of neoliberal urban development policies is to “mobilize city space as an arena both for market oriented economic growth and for elite consumption” (Brenner & Theodore 368)(Gonzales 2)

“The effect has become pervasive across the globe, often linked with the process of globalization, where public and private lives are placed under strict governmentality and control, despite the ideals of personal liberty” (Stiglitz)(Cabalfin 19).

The simple definition of neoliberal urbanism is its aim for modernisation and privatization of assets in a city, a global widespread pursuit initiated by people of power. Such prolific progression is not ideal because it leads to more layers of urban problems. The consequences of neoliberal urbanism are discussed in the paper of The City Who Had Two Navels and was categorized into seven factors. Homogenization of cities is a characteristic present when observing cities and is one of the collective outcomes of neoliberal urbanism (Cabalfin 25). This paper will only be covering the product of homogenization of cities. Homogenization can be interrelated with Marc Ague’s Non-places (25); the following are the :

They are the product of supermodernity such as motorways, shopping malls, airports and more.

“non-places are the real measure of our time; one that could be quantified - with the aid of a few conversions between area, volume and distance - by totaling all the air, rail and motorway routes, the mobile cabins called 'means of transport', the airports and railway stations, hotel chains...”(79)

It reflects time because it transforms and modernizes premodern figures. It does not totally erase the past but keeps premodern figures in the shadows.

“Modernity does not obliterate them [premodern figures] but pushes them into the background. They are like gauges indicating the passage and continuation of time” (Auge 77).

“non-place creates neither singular identity nor relations; only solitude, and only similitude (103).” “If a place can be defined as relational, historical and concerned with identity, then a space which can not

be defined as relational, or historical, or concerned with identity will be a non-place (77).”

The duplication of the same build whose sole purpose is in relation to certain ends are most likely seen as profitable or ‘successful’, yet these builds are clearly not economic workings that contribute to a

economically and culturally is the third place. The third place is where people spend time outside of their home (first place) and work (second place). It is a term coined by Ray Oldenburg in his book The Great Good Place. Oldenburg describes these places as informal public gatherings that foster community and relations. Examples of these third places are bars, restaurants, coffee shops, barbershops, and other public spaces where people meet, gather, and connect. It is a place where people go to ‘just to enjoy each other’(Jeffres, et al. 334).

“Third places, manifesting as a component of good public spaces, are argued to be vital ingredients of successful cities, enhancing civic identity, cultural identity, quality of life, social capital, economic development and community revitalization. Third places being centers and gathering spaces of a community, these places can contribute to creating a diverse and active neighborhood through placemaking.” (Cilliers 73)

Placemaking focuses on a community-based and people-centered approach. These are important in societies because of its social benefits of the development of a sense of belonging and participation. (Ellery 238) “Cities have the capability of providing something for everybody, only because, and only when, they

lively urbanization or culture. (Jacobs)

Meanwhile, one of the anchors of a community that contributes

are created by everybody. (Jacobs 238) With this, it is important that communities are exposed to more than just non-places but spaces made by and for the community.

Back in the 1970s, Marikina Shoe Expo was built and located in General Romulo Street of Cubao (Baltazar) close to the Ali Mall, the first mall in the Philippines (Clement). This U-shaped compound was a quaint space for Marikina shoemakers to showcase and sell their leather products (Baltazar). The space closed down during 1997 and reopened again in 2000– as today’s Cubao Expo or Cubao X, as nicknamed by its frequent visitors and mainstayers (Baltazar). It was no longer a landmark for shoe retailers; it has adapted into a creative district that housed different kinds of third places– homegrown bars, shops, cafes, galleries, restaurants, and alike.

Amidst its location in a modern commercial estate, Cubao Expo retained its old shophouse build that kept its charm. When entering, the third places in the compound are abreast with one another and each displays its own unique identity and provides different needs to its community or visitors– may it be art, coffee, music, antiques, and other finds. Cubao Expo is a melting pot of subculture and this is sustained through the “community-driven effort” from its tenants (Aquino). Subcultures are social groups, or groups of individuals who share similar lifestyles, belief systems, or other commonalities... subculture refers to individuals who are a part of a group that is different from the dominant culture or dominant people in a particular part of society (Lennon, Johnson, & Rudd 292).

“Cubao X (or Cubao Expo) are prime examples of the community’s efforts to revitalize otherwise underutilized areas. Cubao X, originally known as the Marikina Shoe Expo in the 1970s, was transformed into rows of boutiques, second-hand stores, restaurants and artist-run spaces... Exhibitions, gigs and events are still held there, forging a specific lifestyle that caters to enthusiasts and the youth.” (British Council 8)

If Marc Auge’s Non-Place is a product of supermodernity and similitude, then Cubao Expo being a product of the local people and diversity is the opposite, an anthropological place– in a cesspool of supermodernity. This paper states that Cubao Expo is an anthropological place that fosters social cohesion and diversity��through third places and placemaking.

This study intends to find evidence and support evidence on the importance of Cubao Expo and places alike in societies. In order to accomplish this study, the data gathering will be conducted in Cubao Expo through surveys and interviews. Interviews will be made with the current tenants in the area such as Bellini’s and My Breathing Space. The production of this paper will be a contribution to the study of placemaking for the reason of the lack of academic research published. (Legaspi 2) In economic literature, quality of life (QoL) is seen and measured as an ‘economic good’ that benefits intercity competitiveness, this paper gives evidence that the deployment of arts and cultural third places brings economic good (QoL) to a community.

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