Euden Valdez Staff Writer
The Idea’yala team starts it right with a fun selfie
That the youth is the hope of the future will never become a cliché. In fact, with 19 million young Filipinos eager to make something of themselves and change society for the better, never has this conviction been truer.
Ayala Malls believes so, especially its next generation of leaders, who are already taking an active role in bringing the giant retail chain into the future.
To do this, the 26-year-old company has launched a remarkable competition where young visionaries can showcase their talent and creativity in numerous fields associated with the retail industry.
Titled “Idea’yala,” it calls on the youth to innovate social enterprises, mall enhancements, sustainable solutions, or dining and retail concepts fit for the malls of the future. In this way, Ayala Malls can be certain of offering the public new experiences in the years to come.
Idea’yala is co-founded by Paloma Zobel—daughter of the late Don Juan Urquijo and Bea Zobel Jr.—who is officially designated as the “Chief Ideator.”
On September 9, Paloma along with her cousin Mariana Zobel, fellow “ideators,” and grandfather Ayala chair emeritus Jaime Zobel de Ayala, launched Idea’yala at the Fairmont Hotel in Makati City.
“With over 19 million youth in the country, the Philippines is really bubbling with talent. I think Idea’yala is a perfect way to start feeding this creativity,” Paloma enthused.
She shared that the idea for the competition came about after she finished a unique program at Parsons School of Design in New York called “Strategic Design Management Program.”
“When graduated I had been given the fundamental tools to go out into the real world and take my ideas to the next level. When I was here in December [2013], I met with the Ayala team and talked about the ways in which we could create a similar platform to help the youth of the Philippines take their own ideas a step further.”
To join Idea’yala, a five-member group aged 18 to 24 should be organized, where each one will assume the specific responsibility of an artist or designer, communicator or marketer, project manager, business mind and innovator. Together, they must create a concept in retail, food and dining, entertainment, and sustainable development.
aloma Zobel (left), Idea’yala co-founder and cousin Mariana Zobel de Ayala, Idea’yala mentor, with their proud grandfather Jaime Zobel de Ayala, Ayala Corporation’s chairman emeritus
Thus far, the competition has invited students from 40 schools nationwide, including Ateneo de Manila University, De La Salle University, Mapua Institute of Technology, University of the Philippines-Diliman, and the University of Santo Tomas, among
others.
For Paloma, Idea’yala is more than just a contest but a big learning opportunity. She explained, “We will have professionals from the real world come in and share their experiences with the participating students. They’ve been in the very same position of these youths at some point, and can surely pass on valuable advice to them on how to make it in this industry.”
Mariana, corporate strategy associates of Ayala Corporation, will join Paloma as mentor.
According to Mariana, Idea’yala is proof to the Ayala’s commitment to continued innovation, as well as the value it places on the youth. Besides Idea’yala, the company is also behind the annual Ayala Youth Leadership Congress.
The cousins further sought the help of guest mentors Melvin Mangada, chief creative officer of TBWA|Santiago Mangada Puno advertising agency; and Katrina Razon, daughter of business magnate Enrique Razon, who is also better known as international DJ Katsu and co-founder of the Manila Music Festival.
To join the Idea’yala competition, apply at ongoing video booths in all Ayala Malls until September 25. The project and concept of the winning team will be implemented across the company’s shopping hubs, and will receive cash prizes, internships, and a trip to El Nido Resorts in Palawan.
For more information, log on to www.ideayala.ayalamalls.com.ph.
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