Manila, Philippines – Like a visually appealing artwork, art enthusiasts and collectors marvel at the natural and man-made wonders of the Philippines through the “Immersive Cube Experience”— an innovative attraction that brought the country’s beauty to life in an art setting.

The Department of Tourism (DOT) launched the Immersive Cube Experience during the ManilArt 2024, one of the country’s longest-running visual arts fairs, held at the SMX Convention Center Aura in Taguig City last October 9, 2024. This event bridged the world of tourism and art, attracting both art aficionados and curious onlookers.

The photo and video booth enabled visitors to witness the Philippines’s world-renowned tourist destinations through five LED screens seamlessly arranged to create a 3D-like environment. The cube’s interior featured three walls, a ceiling, and a floor— swathed in blue, reminiscent of the Philippines’ crystal-clear waters. The vibrant Love the Philippines campaign was prominently displayed setting the tone for the celebration of the country’s natural and cultural riches.

Inside the cube, visitors were transported to some of the country’s best tourist spots— from the breathtaking sardine run to picturesque waterfalls, mountains, limestone formations, and pristine beaches. The exhibit also showcased man-made attractions like historic lighthouses, interspersed with flashes of the Love the Philippines slogan, reinforcing the message of love and pride for our country.

As part of the experience, guests gamely interacted with the display by posing with Philippine flags and signages like #LoveTravel and #LovethePhilippines, while donning traditional Filipino hats. This lively and participatory involvement with the installation blended fun with cultural appreciation.

The DOT described the exhibit as “a three-dimensional installation designed to immerse visitors in the beauty of the Philippines through seamless video mapping and programming.” This innovative approach aimed to bring visitors closer to the award-winning destinations of the Philippines by giving them a fully immersive and visually captivating experience.

Leading the launch of the Immersive Cube Experience were DOT Undersecretary for Administration and Finance Shereen Gail Yu-Pamintuan and Assistant Secretary for Branding and Marketing Communications Gissela Marie Quisumbing who graced the event to emphasize DOT’s commitment to promoting the country as a top tourist destination. The launch also coincided with ManilArt’s gala night further emphasizing the department’s support for cultural promotion.

Also in attendance were Department of Education (DepEd) Secretary Sonny Angara, National Museum of the Philippines Director General Jeremy Barns, National Artist Virgilio Almario, and foreign dignitaries such as Israel Ambassador Ilan Fluss, Thailand Ambassador Tull Traisorat, and Malaysia Ambassador Dato’ Abdul Malik Melvin Castelino Anthony.

The National Commission for Culture and the Arts (NCCA) and the ManilArt Foundation opened this year’s edition of the ManilArt as part of the annual tradition of celebrating Museums and Galleries Month every October. With over 260 artists and 34 exhibitors displaying their artworks, the art fair – which featured paintings and sculptures by renowned and emerging Filipino artists using different mediums – ran from October 9 to 13, 2024.

The art fair “once again demonstrated its importance as a platform for Philippine contemporary art,” according to the NCCA. “An intersection of creativity, tradition, and innovation, ManilART 2024 promises to continue offering a vibrant showcase of the country’s artistic,” it added.

With the theme “Prisms & Mosaics,” ManilArt 2024 “emphasized the richness and diversity of Filipino contemporary art,” the NCCA also said. During the five-day art fair, ManilArt 2024 welcomed over 5,000 attendees and participants “who enjoyed the immersive cube as well,” according to the DOT.

By joining art fairs and other events, the DOT aims to introduce the Philippines as a premier tourist destination that hosts vibrant cultures and heritage, takes pride in its natural wonders, and proudly displays the many faces of the Filipino identity.

“The Philippines is a powerhouse of mega biodiversity, being only one of 18 mega biodiverse countries in the world, a deep well of culture and history, a profound burst and taste of flavor and gastronomy, a tapestry of indigenous peoples and creative communities by whose work of their hands have safeguarded the dignity and integrity of the Filipino identity,” declared DOT Secretary Christina Garcia-Frasco during the launch of the “Love the Philippines” campaign in June 2023.

“These complexities and nuances of the Philippines have yet to be fully articulated to the world for indeed, the story of the Filipino has yet to be fully told, and we shall tell that story by telling them the story of love,” she added.