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 researcher’s 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
i
DEDICATION
ii
ACKNOWLEDGEMENT
iii
ABSTRACT
iv
TABLE OF CONTENTS
v
LIST OF FIGURES
viii
LIST OF TABLES
x
LIST OF APPENDICES
xi
Chapter I – The Problem and Its Background 1.1
Introduction
1
1.2
Background of the Study
2
1.3
Significance of the Study
4
1.4
Objectives of the Study
4
1.4.1
Project Objectives
4
1.4.2
Design Objectives
5
1.5
Statement of the Problem
6
1.6
Theoretical Framework
6
1.7
Conceptual Framework
7
1.8
Scope and Delimitation
8
1.8.1. Scope
8
1.8.2. Delimitations
8
1.9
Definition of Terms
9
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
User’s Analysis
78
3.2.4.1 User’s 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
7
Chapter II – Review of Related Literature 2
Seoul Animation Center
13
3
Seoul AniCinema and Themed Exhibitions
14
4
Experience Hall and “Kids World” Playroom
14
5
Character Experience Exhibition Halls 1 and 2
15
6
China Comic and Animation Museum
16
7
CCAM’s Exhibition Spaces
18
8
Miami Animation & Gaming International Complex’s Lobby
19
9
MAGIC’s Open Lab
20
10
MAGIC’s 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
1
Data Sources
43
2
System of Evaluation and Ratings
48
3
Estimated Land Use Distribution of Pasay 2001
63
4
Technical Description of Lot
76
5
Animation Industry Growth (Number of Stakeholders)
79
x
LIST OF APPENDICES
Title Appendix A
Endorsement Letter
Appendix B
City Planning and Development Office Request Letter
Appendix C
Assessor’s 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 child’s 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 today’s 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 ACPI’s 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 aren’t 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.
7
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,
8
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 one’s 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
