Republic of the Philippines

BATANGAS STATE UNIVERSITY

College of Engineering, Architecture and Fine Arts
Gov. Pablo Borbon Campus II, Alangilan, Batangas City

PHILANIMA: Philippine Animation and the New, Innovative and Mastered Arts
A PROPOSED ANIMATION HUB WITH MUSEUM AND THEATER
IN PASAY CITY, METRO MANILA

A Thesis Proposal Presented to the

Faculty of the College of Engineering, Architecture and Fine Arts
Department of Architecture, Interior Design and Fine Arts

In Partial Fulfillment of the Requirements for the Degree of

Bachelor of Science in Architecture

Submitted by:
Silang, Chellsea A.
ARC 4201

March 2016

DEDICATION
The researcher would like to dedicate her accomplishments to her beloved parents,
Mr. Crestituto C. Silang and Mrs. Lucrecia A. Silang;
To her supportive friends and classmates;
Department of Architecture,
Interior Design and Fine Arts;
and most of all,
to the Almighty God!

~ Chellsea A. Silang

ii

ACKNOWLEDGEMENT
The researcher would like to convey her deepest and sincere appreciations to all
people who share their brilliant minds and exhaustible patience for the completion of this
study.
To her professor in Research Methods for Architecture, Ms. Joy Fatima
Mendoza, for sharing her intelligent advice, patience and motivation for upholding the
reliability and validity of this study;
To the faculty of Department of Architecture and Fine Arts, Arch. Bernadine
Ilagan, Arch. Myron Matanguihan and Arch. Rommel Tubig, for contributing their
professional advices and constructive criticisms to develop this thesis work more;
To her classmates, ARC-4201, for being friendly, approachable, and kind in
sharing knowledge and upholding each other about the said subject course;
To her patient and understanding parents, Mr. Crestituto C. Silang and Mrs.
Lucrecia A. Silang, for their undying love and care and immeasurable moral supports;
To the government officials of Pasay City, for sparing their precious time on
providing the researchers needed documents and plans of the site and explaining
necessary information;
To all the people who have helped and been part of her journey in achieving her
goal in life, being a graduate of Bachelor of Science in Architecture;
And above all, to the LORD ALMIGHTY, for providing strength, guiding the
researcher on the whole process of doing this paper; and giving wisdom and drive to
accomplish this study.

The Researcher

iii

ABSTRACT
Animation deals with the rapid display of a sequence of static images that
minimally different from each other to produce an illusion of movement (Wikipedia). Its
impact and influence as well as its principles and techniques pertaining to character
portrayal and story conveyance has brought a different level of entertainment to the lives
of the people, mainly children and young adults, worldwide.
In recent decades, the Philippines lends its reputation as one of the stronger
Asian players in the global animation industry, Currently, the country is considered as
prime candidate of the Western countries to outsource their work with cheaper labor and
abundant creative talents.
Though the Philippines has positioned itself in the global animation industry
specifically as an outsourced business, the country is losing its way to be a competitive
destination given that near-by competitors are slowly improving their services. According
to Tholons, an advisory firm, the lack of skilled animators and animation facilities
became a hindrance to the development of the local animation sector. In addition to that,
Local animation sector are being viewed as an overshadowed sector in the IT-BPM
landscape due to the outsourcing industry. The vast majority of small and medium size
animation companies are often unnoticed.
Thus, this proposal project is entitled PHILANIMA: Philippine Animation and the
New, Innovative and Mastered Arts A Proposed Animation Hub with Museum and
Convention Center in Pasay City, Metro Manila. It aims to provide a comprehensive
support to the local animation industry through the raising and training new creative
animators, together, create a place that holds various animation events and promote the
creative works of the Filipino animators. It also aims to create a place wherein children
and young adults can enjoy, experience and learn the basics of animation at the same
time it will be an additional pop-cultural tourist attraction in the city of Pasay.
iv

TABLE OF CONTENTS

TITLE PAGE

DEDICATION

ii

ACKNOWLEDGEMENT

iii

ABSTRACT

iv

TABLE OF CONTENTS

LIST OF FIGURES

viii

LIST OF TABLES

LIST OF APPENDICES

xi

Chapter I The Problem and Its Background

1.1

Introduction

1.2

Background of the Study

1.3

Significance of the Study

1.4

Objectives of the Study

1.4.1

Project Objectives

1.4.2

Design Objectives

1.5

Statement of the Problem

1.6

Theoretical Framework

1.7

Conceptual Framework

1.8

Scope and Delimitation

1.8.1. Scope

1.8.2. Delimitations

1.9

Definition of Terms

1.10

Acronyms

11

Chapter II Review of Related Literature

2.1

2.2

Foreign Researches

13

2.1.1. Seoul Animation Center

13

2.1.2. China Comic and Animation Museum (CCAM)

16

2.1.3. Miami Animation & Gaming International Complex

19

Local Researches

22

2.2.1. U.P.-Ayala Land Technohub

22

2.2.2. The Mind Museum

23
v

2.3

2.4

2.2.3. Toon City Animation Studio

25

Foreign Studies

26

2.3.1. GAMATION: A Propose Game Art and Animation Center

26

2.3.2. Proposed Gaming Hub and Animation Center

28

2.3.3. Proposed Comic and Animation Museum by EMBT

31

Local Studies

33

2.4.1. Techno Hub: A Proposed Digital Gaming and

33

Animation Hub
2.4.2. KOMIKOLAB: The Center for Philippine Comics and

34

Cartoons

2.5

2.4.3. A Proposed Philippine Animation Center

35

Synthesis

37

Chapter III Research Methodology

3.1

3.2

Research Design (Data Gathering and/or Procedure)

41

3.1.1

41

Research Paradigm

Data Presentation, Interpretation and Analysis

44

3.2.1

Site Selection

45

3.2.1.1 Site Criteria

45

3.2.1.2 Site Justification

48

Site Data

49

3.2.2.1 Macro Site

49

3.2.2.2 Micro Site

73

Site Analysis

74

3.2.3.1 SWOT Analysis

77

3.2.3.2 Summary of the Site Analysis

78

Users Analysis

78

3.2.4.1 Users Demography

78

3.2.4.2 Organizational Structure

82

3.2.4.3 Behavioral Pattern/ Analysis

84

3.2.2

3.2.3

3.2.4

Chapter IV
4.1
Chapter V
5.1
Chapter VI
vi

6.1
Chapter VII
7.1
Chapter VIII
8.1
BIBLIOGRAPHY
APPENDICES
CURRICULUM VITAE

vii

LIST OF FIGURES

Chapter I The Problem and Its Background

1

Design Paradigm

Chapter II Review of Related Literature

2

Seoul Animation Center

13

Seoul AniCinema and Themed Exhibitions

14

Experience Hall and Kids World Playroom

14

Character Experience Exhibition Halls 1 and 2

15

China Comic and Animation Museum

16

CCAMs Exhibition Spaces

18

Miami Animation & Gaming International Complexs Lobby

19

MAGICs Open Lab

20

10

MAGICs Motion Capture Studio

21

11

U.P. Ayala Lana Technohub

22

12

The Mind Museum

23

13

Toon City Animation Studio

25

14

Game Art and Animation Center (GAMATION)

26

15

Site Development Plan of GAMATION

27

16

Gaming Hub and Animation Center at Sarangpur

28

17

Site Development Plan of Gaming Hub and Animation Center

30

18

Comic and Animation Museum by EMBT

31

Chapter III Research Methodology

19

Research Paradigm

41

20

Location Map of Site A

46

21

Location Map of Site B

47

22

Location Map of Site C

47

23

Map of the National Capital Region (NCR)

49

24

Location Map of Pasay City

50

25

Geological Map of Pasay City

54

26

Land Classification Map of Pasay City

56

27

Liquefaction Hazard Map of Pasay City

59

28

Flood Prone Area in Pasay City

60

29

Demography of Pasay City 2008-2009

61
viii

30

Household and Population by Barangay 2008-2009

62

31

Land Use Map of Pasay City

64

32

Existing Land Use Zones of Pasay City

65

33

Industrial and Utilities Zone of Pasay City

69

34

Transportation Systems in Pasay City

72

35

Site Map of Proposed Site

73

36

Sun Path and Wind Orientation Diagram

74

37

Lot Plan

74

38

Actual Photos from the Site

76

39

Animation Industry Employment 2004-2010

78

40

Numbers of Animation Firms in the Philippines 1980-2011

79

41

Number of Fine and Applied Arts Graduates

80

42

Number of Tourist Arrival in the Philippines 2010-2015

80

43

Percent Distribution of Domestic Travelers

81

44

Organizational Chart of the Animation Hub

82

45

Organizational Chart of the Administrative Building

82

46

Organizational Chart of the Animation Department

83

47

Organizational Chart of the Training Center

83

48

Organizational Chart of the Museum and Theater

84

49

Behavioral Pattern of the Employee in the Administration Building 84

50

Behavioral Pattern of the Employee in the Animation Department 85

51

Behavioral Pattern of the Faculty in the Training Center

85

52

Behavioral Pattern of the Students in the Training Center

86

53

Behavioral Pattern of the Costumer in the Museum and Theater

86

54

Animation Process Flow

87

55

Services Covered by the Major Components of the Animation

87

Process

ix

LIST OF TABLES

No.

Title

Page

Data Sources

43

System of Evaluation and Ratings

48

Estimated Land Use Distribution of Pasay 2001

63

Technical Description of Lot

76

Animation Industry Growth (Number of Stakeholders)

79

LIST OF APPENDICES

Title
Appendix A

Endorsement Letter

Appendix B

City Planning and Development Office Request Letter

Appendix C

Assessors Office Request Letter

Appendix D

Registry of Deeds Request Letter

Appendix E

Certification from City Planning and Development Office

Appendix F

Transfer Certificate of Title of the Proposed Site

Appendix G

Declaration of Real Property

Page

xi

CHAPTER I
The Problem and Its Background
1.1.

Introduction
Animated TV programs and films have caught the hearts of the universal

audience. It draws the people through attractive colorful images, interesting characters
and engaging tales of different genre such as fantasy and adventure. In a perspective of
a child, animation presents a world full of possibilities. It shapes the childs life through
creative works that depict wonderful, life-learning stories. Nonetheless, viewing
animation does not stop in the childhood. After all, animated TV programs and films
target a wider range of viewers. It creates stories that appeal to the audience of different
age. Furthermore, deeper appreciation for the creative and technical aspects of
animation can be brought with viewers coming of age.
Animation is a medium to express the animators feeling. Their works reflects
their own personality and offers a good look into their imagination. It also an effective
means to educate and create social, cultural and environmental awareness to viewers.
In this sense, animation becomes one of the keys to raise awareness of the current
lifestyle of the people.
Today, animation is more varied and widespread than ever thanks to technology.
Animation along with Information Technology (IT) has evolved through time from the
traditional animation into 2D animation, 3D Computer Generated Imagery (CGI), 3D CGI
and Motion Capture, and later into Virtual Reality. Countries throughout the world have
been using these new forms of technology as another means in creating animation.
However, in the country of Philippines, animators are mostly inclined in 2D
animation and the country is nearing to be left behind in terms of experience and
technological aspects as compared to the Asian competitors. With the Philippines as one
of the current emerging outsourcing countries for animation, it will be advantageous for
1

the Filipino animators and its animation industry if they are to acquire the skills and
experience to manipulate this kind of technology.
In this light, the Philippine animation sector needs a new venue where Filipino
animators can be trained and gain new experiences. In addition to that, the local
animation industry also needs a new pavilion in which they can promote the works of
Filipino animators and host their annual animation events such as Animahenasyon.
1.2.

Background of the Study

Animation deals with the rapid display of a sequence of static images that

minimally different from each other to produce an illusion of movement (Wikipedia). It is

a form of popular culture, available in a variety of texts, easily accessible and appeals to
a variety of emotions. Its impact and influence as well as its principles and techniques
pertaining to character portrayal and story conveyance has brought a different level of
entertainment to the lives of the people, mainly children and young adults, worldwide.
In the Philippines, the beginning of the animation industry started as early as the
1980s. Since then, Filipino animators have created animation consisting of a body with
original culture and artistic works applied to conventional Filipino storytelling. Their works
depict the manner of traditional and common Filipino life and environment. Some of the
Filipino animated works are Panday, Ibong Adarna, Urduja, Dayo: Sa Mundo ng
Elemntalia , Sulundon, RPG Metanoia and Mutya.
In recent decades, the country lends its reputation as one of the stronger Asian
players in the global animation industry. Currently, the Philippines is considered as prime
candidate of the Western countries to outsource their work with cheaper labor and
abundant creative talents. According to Animation Council of the Philippines, Inc. (ACPI),
many Filipino animators have been employed by Disney, Cartoon Network and Warner
studios for the last two (2) decades and are producing the full-length animated films that
people watch in todays age.
2

In 2012, the animation sector posted 3-percent growth and earned US$132
million. There was also a 4-percent growth in employment of Filipino animators that
deliver high-value creative services to a number of prestigious international animation
studios as stated in the Philippine Star. In addition to that, it is reported in the ACPIs
industry overview 2016 that the Philippine animation industry is projecting a total of
25,000 employees by 2016.
Though the Philippines increase its employment in the animation sector and has
positioned itself in the global animation industry specifically as an outsourced business,
the country is losing its way to be a competitive destination given that near-by
competitors are slowly improving their services. According to Tholons, an advisory firm,
the lack of skilled animators and animation facilities became a hindrance to the
development of the local animation sector. The animation industry does not need a large
pool of workers. In fact, it needs a relatively small number for workers with specific skills.
Due to the lack of training and experience of the employees, animation companies arent
able to use new professionals and graduates to produce for the company. To train these
employees, the company normally needs an average of 6 months before they can
produce for the company. By itself, new animation graduates are often not ready for
production.
Furthermore, since the animation is an outsourcing industry in the country, local
animation sector are being viewed as an overshadowed sector in the IT-BPM
landscape as reported by Tholons. The vast majority of small and medium size
animation companies are often unnoticed.
Thus, this proposal project is entitled PHILANIMA: Philippine Animation and the
New, Innovative and Mastered Arts A Proposed Animation Hub with Museum and
Theater in Pasay City, Metro Manila. It aims to provide a comprehensive support to the
local animation industry through the raising and training new creative animators,
3

together, create a place that holds various animation events and promote the creative
works of Filipino animators. It also aims to create a place wherein children and young
adults can enjoy, experience and learn the basics of animation at the same time it will be
an additional pop-cultural tourist attraction in the city of Pasay.
1.3.

Significance of the Study

This study is of vital importance and provides general significance to the

following:
To the community of Pasay City, Metro Manila, the study can give them a strong
point on having a new main attraction in their place;
To the audience, the study may provide them awareness on basics of animation
while enjoying the creations of the Filipino animators;
To the animation companies, this study can provide them new options in
improving the skills of their employees. The result of the study will also provide them a
new venue for their events;
To the students of Department of Architecture and Fine Arts, they can use the
results in pursuing related researches and uphold better impacts. Also, this study will be
a guide for the students as they will have information regarding their needed skills in
planning, designing and how they contribute to the environment and development of the
country;
To the future researchers, the study will serve as a basis for further research and
reference for a study of a similar nature which they would like to conduct.
1.4.

Objectives of the Study

1.4.1. Project Objective
The proposed project aims to become an architectural symbol in terms of
leisure and business aspects while upholding the creative talents of Filipino
animators.
4

General Objectives
The proposed project aims to create an active, innovative and well-designed
Animation Hub with Museum and Theater in Pasay City, Metro Manila that shall
encourage creative collaboration among Filipino animators in pursuit of a stronger
animation industry.
Specific Objectives
1.4.1.1.

To promote more involvement in the animation industry given the

potential of Filipino animators and the advancement in animation.

1.4.1.2.

To address the needs for new animation facilities intended for

Filipino animators.

1.4.1.3.

To establish a place where people of different age can learn and

experience the joy of making animation.

1.4.1.4.

To create an animation hub that can play an important role towards

the growth of Pasay City in terms of economic, business and
tourism aspects.

1.4.2. Design Objective

The following are the stated objectives of the design of the project in
order to create an Animation Hub with Museum and Theater in Pasay City, Metro
Manila.
General Objective
The proposed design of the project aims to become an architectural symbol and
one of the main attractions in Pasay City, Metro Manila.
Specific Objectives
1.4.2.1.

To design an animation hub that will blend harmoniously with nature

and is parallel to the design concept of CCP

1.4.2.2.

To design a hub that is exclusively devoted to animation

5

1.4.2.3.

To design an edutainment hub that has a CREATE-LEARN- PLAY

environment.

1.4.2.4.

To design a green animation facilities with concern for an

innovative and energy-efficient use of technology.

1.5.

Statement of the Problem

This paper is entitled PHILANIMA: Philippine Animation and the New, Innovative

and Mastered Arts A Proposed Animation Hub with Museum and Theater in Pasay
City, Metro Manila. Specifically, it sought answers to the following questions:
1.5.1. Major Problems
1. What will be the impact of having an Animation Hub with Museum and
Theater in Pasay City, Metro Manila?
2. What is the best solution for planning an animation hub with museum and
theater

considering

the

preservation

and

improvement

of

the

environment?
3. Why is there a need of having an Animation Hub with Museum and
Theater in Pasay City?
1.5.2. Minor Problems
1. What design concept will be applied in this project?
2. What elements of Architecture to be considered in building an Animation
Hub with Museum and Theater in Pasay City, Metro Manila?
3. What are the needed space requirements for this project?
1.6.

Theoretical Framework
You cannot simply put something new into a place. You have to absorb what

you see around you, what exists on the land, and then use that knowledge along with
the contemporary thinking to interpret what you see.
Tadao Ando
6

Architecture is not simply creating and designing something new into a place.
Moreover, it should answer to the necessity of people. The elements of the area, such
the environment, the existing structures, and the people, shall be well-considered along
with modern and innovative thinking. Considering those in the design shall produce new
architecture that is efficient and meaningful and together form harmony with its
surrounding structures.
1.7.

Conceptual Framework

Design Concepts by the CCP:

Problems
Encountered
Major Concern:
1. Impact
2. Planning
Process
Methods
3. Need
Minor Concern:

and

1. Service offered
2. Security
and
Accessibility to
the Public
3. Finance

Input

1.
2.
3.
4.
5.
6.

Floating Architecture
Sense of Experiential Drama
Sense of Openness
Pedestrian-Orientedness
Large Open Space
Upstream -Downstream

Design Concept:
Canvas Painting
on Easel

Process

Proposed
Animation Hub
with Museum and
Theater

Output

Figure 1.0 Design Paradigm

The paradigm in figure 1.0 shows dependent and independent variables in
conceptualizing the design of the study. The dependent variables are the Design
Concept as process and the Proposed Animation Hub with Museum and Theater as the
output. The independent variables are Design Concepts by the CCP and the Major and
Minor Concerns for the existing condition of the city in terms of institutional areas.

The project proposal will bring a new approach in terms of design and function as
well as impact while in parallel and harmony with the building concepts in the CCP
Complex. The architectural style of all the structures should be uniform having a visual
clarity to standout and features that are both stationary and dynamic.
1.8.

Scope and Delimitation

1.8.1. Scope
This focuses on physical, social, environmental, cultural and economic
aspects of the project. The study covers the following:
1. Designing and Planning
2. Building
3. Conceptualization
The studies and researches on different aspects will be discussed in this
study through:
1. Feasibility Study of the Project
2. Project Justification
3. Site Justification
4. Site Development Plans
5. Floor Plans
6. Elevations
7. Sections
8. Space Programming
9. Exterior and Interior Perspectives
1.8.2. Delimitations
The researcher will focus more on the architectural aspect of the
proposal. It will not cover detailed engineering work and utilities (Plumbing,

Sanitary, Electrical and Mechanical) requiring extensive professional skills and

specialization.
1.9.

Definition of Terms
For better understanding, the following terms are defined as contextual and

operationally used in this study to avoid misinterpretation.

2-Dimnesional (2D). It refers to spatial dimension having two dimensions such as plane
3-Dimnesional (3D). It refers to spatial dimension having three dimensions such as an
object
Animation. A way of making a movie by using a series of drawings, computer graphics,
or photographs of objects (such as puppets or models) that are slightly different
from one another and that when viewed quickly one after another create the
appearance of movement.
Animators. A person who creates animated movies and cartoons
Cartoons. It is a form of two-dimensional illustrated visual art
Comics. It is a medium used to express ideas via images, often combined with text or
other visual information.
Complex. A group of buildings, apartments, etc., that is located near each other and
used for a particular purpose
Compositing. It is a process of assembling a number of separate visual elements
together in a single scene.
Conceptualization. It is the process of development and clarification of concepts. In
other words, clarifying ones concepts with words and examples and arriving at
precise verbal definitions.
Development. It is the process of economic and social transformation that is based on
complex, cultural and environmental factors and their interaction.
Edutainment. It is act of learning through a medium that both educates and entertains.
9

Exterior. It refers to the outside elevation of the whole structure.

Hub. An effective center of an activity, region, or network.
Feasibility. It is the state or degree of being easily or conveniently done.
Flash Animation. Also known as Flash cartoon; it is an animated film that is created by
Adobe Flash or similar animation software and often distributed in the SWF file
format.
Interior. It pertains to the inside appearance of the structure.
Motion Capture. It is the process of recording the movement of objects or people.
Popular Culture. It is also known as pop-culture. It describes the contemporary lifestyle
and items that are well known and generally accepted, cultural patterns that are
widespread within a population
Post-production. is the final stage in the process of creating an animation and involves
exporting or rendering out the animation frames and then editing the pieces of
animation together using video editing software.
Pre-production. It is the phase of further developing ideas and planning prior to the
process of production.
Production. It is often the longest and busiest phase of the animation project.
Speech Balloon. It is a graphic convention used most commonly in comic books,
comics and cartoons to allow words to be understood as representing the speech
or thoughts of a given character in the comic.
Storyboard. A sequence of pictures illustrating key moments in the script
Stop Motion. It is an animation technique that physically manipulates an object that
appears to move on its own.
Virtual Reality. It is an artificial environment that is created with software and presented
to the user in such a way that the user suspends belief and accepts it as a real
environment.
10

Zoetrope. It is one of several pre-film animation devices that produce the illusion of
motion by displaying a sequence of drawings or photographs showing
progressive phases of that motion.
1.10.

Acronyms
AA

Airport Area

ACPI

Animation Council of the Philippines, Inc

AHHS

Average Household Size

BAFI

Bonifacio Art Foundation Inc.

BPO

Business Process Outsourcing

BSWM

Bureau of Soils and Water Management

CBMS

Community-Base Monitoring System

CCA

Civil Aeronautics Administration

CCAM

China Comic and Animation Museum

CCP

Cultural Center of the Philippines

CGI

Computer Generated Imagery

EDSA

Epifanio De Los Santos Avenue

GF

Guadalupe Formation

IT

Information Technology

IT-BPM

Information Technology Business Process Management

LEED

Leadership in Energy and Environmental Design

LRT

Light Rail Transit

MAGIC

Miami Animation and Game International Complex

MRT

Mass Rapid Transit

MWSS

Metropolitan Water and Sewerage System

NAIA

Ninoy Aquino International Airport

NCR

National Capital Region

11

NCRA

New Coastal Reclamation Area

ORA

Old Reclamation Area

OSA

Original Settlement Area

OVABA

Original Villamor Air Base Area

PAF

Philippine Air Force

PAGASA

Philippine Atmospheric, Geophysical and Astronomical Services

Administration

PHILANIMA Philippine Animation and the New, Innovative and Mastered Arts
PICC

Philippine International Convention Center

PLDT

Philippine Long Distance Telephone

PNR

Philippine National Railways

PUD

Planned Unit Development

SWF

Small Web Format

UP

University of the Philippines

VOC

Volatile Organic Compound

12