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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

El Hogar Filipino Historical Research

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UNIVERSITY OF SANTO TOMAS COLLEGE OF ARCHITECTUREHistorical Research: El Hogar Filipino BuildingSubmitted to: Arch. Norma Alarcon, fuap ProfessorSubmitted by: Duroyan, Marybeth G. Francisco, Dionella Marie T. Nery, Jullee Anne C. Serrano, Vinson P. Tana, April Dawn B. AR 5-5October 9, 2009Table of ContentsTitle PageEl Hogar Filipino Building: Philippines’ World Trade Center1Special Features2Physical Description4State of Preservation8Grading9Pictures11Biblio

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Page 1: El Hogar Filipino Historical Research

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

Page 2: El Hogar Filipino Historical Research

Table of Contents

Title Page

El Hogar Filipino Building: Philippines’ World Trade Center 1

Special Features 2

Physical Description 4

State of Preservation 8

Grading 9

Pictures 11

Bibliography 13

Page 3: El Hogar Filipino Historical Research

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 Irureta-

Goyena and Francisco Perez Muñoz2, 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 firm’s 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

1 “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 & Ramón 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.

Page 4: El Hogar Filipino Historical Research

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 Arellano’s Metropolitan

Theater and Andres Luna San Pedro’s 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 Manila”7. 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

6 Harper, B.L. “Embodying Grace and Elegance”. Philippine Daily Inquirer. 06/12/98.

7 De los Reyes, M.M. “Manila’s 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.

Page 5: El Hogar Filipino Historical Research

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 socio-

economic 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 Rizal’s 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 Rizal’s 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:

9 Ibid.

Page 6: El Hogar Filipino Historical Research

“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 Plaza’s 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.

Page 7: El Hogar Filipino Historical Research

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 Manila’s 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 building’s 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

Page 8: El Hogar Filipino Historical Research

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 Filipino’s 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 building’s 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)

13

De los Reyes, M.M. “Manila’s Building Boom”. The Tribune Magazine. London,UK: Tribune.

08/31/30.

14 De Viana, L.D.C. Three Centuries of Binondo Architecture, 1594-1898 :A Socio-Historical

Perspective. Manila, PH: UST Publishing House. 2001.

Page 9: El Hogar Filipino Historical Research

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

15

De Viana, L.D.C. UNITAS, Binondo: The Commercial Capital of 19th Century Philippines.

Manila, PH: UST Publishing House. 2000.

Page 10: El Hogar Filipino Historical Research

State of Preservation

Structural Stability, Threats, and Condition Description

The building’s 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 building’s 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.

Page 11: El Hogar Filipino Historical Research

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 company’s history to the nation and to

the world. Such feat cannot be measured since Binondo, would not have been

developed due to Pasig River’s busy industry, and this consequently resulted to the

socio-economic contributions primarily of the building in the society and to the

development of the country’s considered to be the first financial central business

district. Immeasurable attainments are evident enough to prove El Hogar Filipino’s

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

Page 12: El Hogar Filipino Historical Research

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 researcher’s 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.

Page 13: El Hogar Filipino Historical Research

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

Page 14: El Hogar Filipino Historical Research

Counterclockwise: 1 Newel post

detail 2 Door detail 3Stair railing

detail 4 Penthouse railing detail 5

Ceiling detail

Pictures

Interior, Exterior, Details Photographs

Page 15: El Hogar Filipino Historical Research

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 & Ramón 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. “Manila’s 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 Socio-

Historical 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.