Sunday, March 2, 2014

MANILA BULLETIN - The General Comes to Manila

by Heidi Ng
October 27, 2013 



Store merchandise
Store merchandise
Store set-up
Store set-up
General store, Bonifacio High Street Central
General store, Bonifacio High Street Central
Clothes make the man just as much as the things he does. At the newly opened General store in Bonifacio High Street Central, men can find the clothes that define them as the successful, self-made individuals that they are. Carrying a wide variety of  men’s wear and accessory brands under one roof, the concept boutique caters specifically to men of distinction.
I went to the launch of this men’s wear at its opening at their first branch at the Fort Bonifacio. As I hobnobbed with my colleagues in media, I was able to see the vastness of this brand’s collection. I also got to try some hors d’ ouevres like salmon crostini and some mini sandwiches.
Host Vanessa Pagharion welcomed guests to the evening’s festivities before engaging in a quick talk with entrepreneur, triathlete, and Primer Group’s AVP for Marketing Services division Raoul Floresca, who shared about the origins and the inspiration behind General. Each of the store’s brands – which include Victorinox, Lyle & Scott, Herschel, and Swims – represent different aspects of the General man.
Travel Magazine editor-in-chief Monique Buensalido followed onstage to talk about the publication’s tie-up with General. “The two brands are a natural fit for each other,” she said, “and we’re very excited to be a part of this launch.”
The highlight of the evening came with another man of distinction, designer Robert Alejandro. Known by many as the Sketching Backpacker for his illustrated travel journals, the seasoned artist also lent his unique vision to the store’s design and spoke about his work for the store. Several of his sketches are displayed inside the store, accentuating the already-chic interiors.
To celebrate the store’s curatorship, Alejandro also gave the night’s best-dressed man and woman custom on-the-spot watercolor sketches. Paul Chuapoco and Ina Arabia-Garcia were the lucky recipients of the one-of-a-kind pieces.
Spotted at the launch were designer Rhett Eala, and TV host Kim Jones, and columnist Gino dela Paz. As a special treat, guests were given special offers and privileges for the evening, making the affair even more memorable.
With individuals of distinction as the foundation and focus of General, Metro Manila’s top men are sure to find clothes that fit their personalities and accomplishments.

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Raoul Floresca (AVP Marketing Services division, Primer Group), bloggers Paul Chuapoco, Ina Arabia-Garcia, Monique Buensalido, artist and General curator Robert Alejandro
Raoul Floresca (AVP Marketing Services division, Primer Group), bloggers Paul Chuapoco, Ina Arabia-Garcia, Monique Buensalido, artist and General curator Robert Alejandro

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