Interview Patrick Kasingsing, with Gabbie De La Cruz
Images Jasser Aguila (With photography by Kenneth Paz)
Welcome to Kanto, Jasser! Let’s start with the venue you chose for our interview. Why did you want to meet in Marikina?
Jasser Aguila: Marikina holds a special place for me. I grew up nearby, in Cainta, but our ancestral house, dating back to the 1960s, is in Marikina. That’s where I had my first real interaction with Filipino craftsmanship. I remember seeing leather workers making shoes, belts, wallets…things that stayed with me. Although I wouldn’t say it directly pushed me into design, it planted the seeds of appreciation for the effort and skill behind handcrafted objects.
Whenever I have friends visiting, I bring them to Marikina, to shoe bazaars, and to local stores—places that scream creativity. Marikina has a different character and story than other cities in NCR, which resonates with me as a designer.
You started out studying dentistry but made a significant career shift. What made you follow your gut and switch to industrial design?
Aguila: Yes, my family is full of dentists. When it was time for me to choose, they wanted me to follow the same path since we had an established business and client base. But during my first year in dentistry, I felt lost. As a kid, I’d always been inclined toward the arts, participating in poster-making contests, and I just knew I couldn’t see myself in dentistry long-term.
I had to explain to my parents that I wanted to follow my passion. It was tough; they couldn’t understand why I’d give up something so secure. But I told myself that my career choice would shape my life, and I didn’t want to regret not taking the leap. After looking at different schools, I ended up at Benilde’s School of Design and Arts, which was a turning point.
Was there a moment or person that cemented your decision to pursue design?
Aguila: I can trace it back to this issue of BluPrint magazine called Mentors and Heroes. That was in 2013. It greatly influenced me, especially seeing people like Kenneth Cobonpue. He was featured sitting on one of his chairs, and I realized that a Filipino designer could create something that would be appreciated globally. His work showed me we could be original, not just copying Western or neighboring countries’ designs. It was pivotal—I wanted to be part of that story.
Wow! That was also the first issue in BluPrint I helmed as a graphic designer! How nice to hear that it has helped steer your career. Speaking of Kenneth Cobonpue, you got the chance to apprentice with him. What was that experience like?
Aguila: It was a game-changer. After college, I decided not to pursue a master’s degree abroad and instead applied to work at KENNETHCOBONPUE. I was lucky to get in as an apprentice, even without experience. It was a tough choice because the idea of further academic study was appealing, but I realized I’d rather learn by doing, working with one of the best furniture companies in the country.
It wasn’t just Kenneth I learned from—there were incredible people like Mang Tata, Cobonpue’s master weaver, and Miss Christy, our design manager. Everyone there paid attention to details, and I absorbed so much from watching them. Mentorship can come from anyone, not just the big names. It’s about learning from those who are masters in their craft, no matter what their role is.
You contributed to the hugely popular Star Wars x KENNETHCOBONPUE collection. What was it like working on this project with Kenneth?
Aguila: That was my first big project with KENNETHCOBONPUE, and it was both exciting and overwhelming. My favorite piece from the collection was the Imperial Wings Chair, but the whole project was a learning experience in producing an extensive, high-stakes collection. It also gave me insight into how to collaborate with a brand like Disney while staying true to our design roots.
Great, and it’s not every day you get a chance to work with brands you admire! Let’s now talk about your career after Cobonpue. When did you feel your career as an independent designer really take off?
Aguila: After I left Cebu in 2020, I wanted to test my design skills independently. It wasn’t easy—figuring out my niche and facing constant rejections was exhausting. But it led to a moment of pride: the Donna lounge chair. It’s inspired by the relationship between a mother and child and reflects my approach to design. I don’t just want to create functional objects; I want to create emotional connections.
That’s beautiful. You touched on emotional connections. How do you balance that with the technical and utilitarian side of furniture design?
Aguila: For me, design is an emotional process. Some designers approach it logically, solving problems, but I like to create something that stirs emotions. The story behind the product matters to me, and I think people connect with that. For instance, with the Donna lounge chair, it wasn’t just about comfort—it was about telling a story that resonates with people on a deeper level. It is summed up by the mission I set for myself: to create designs that brim with life and soul.
Let’s zoom out for a bit: How do you see the industrial design field in the Philippines? Are you hopeful about its prospects?
Aguila: I’m hopeful, but there’s work to be done. We aren’t as design-driven as other countries, which can be tough for young designers. I think institutions—schools, government bodies—need to offer more support.
We are a nation teeming with talent, and we know this; the world knows this; support is vital, but so is confidence in our ideas and capabilities. At the end of the day, it’s also up to the individual to push themselves. Support is great, but the final drive has to come from within.
You’ve had the chance to work with a variety of materials for your designs, from rattan, steel, fiberglass, and even papier-mâché for Iba-Iba, which we will talk about in a bit. Is there a material you think the industry should explore more?
Aguila: I’m really interested in waste materials and how we can use them creatively. The Philippines doesn’t have the best waste disposal system, so if we can turn waste into desirable products, we’re not just creating; we’re also making a statement. I’d love to see more designers work with recycled materials. It’s something I want to challenge myself with more, too.
Congratulations on your second EMERGE @ FIND appearance, Jasser! But before that, let’s talk firsts! Tell us about your inaugural showing at EMERGE. What did that experience mean to you?
I owe my first appearance to fellow furniture designer Jim Zarate. In 2023, I had a line of products but didn’t know how and where to showcase them to people. I didn’t think that options such as consignees were available to me, so I was trying to find a way through the situation.
One day, while taking a walk in Cebu to clear my head, I was praying and thanking the Lord for how far I’ve come and asking for guidance on where to go next. When I got home, Jim messaged me about EMERGE. He told me that it’s a furniture event curated by Design Anthology’s Suzy Annetta that provides opportunities for Filipino designers and that big names like Gabby Lichauco and Rita Nazareno would be there. He gave me the time and date of the welcome dinner and asked if I could come. I then flew to Manila to attend.
When I got there, I was honestly scared and anxious because I saw some of the biggest industry people I know and thought, “What am I doing here? What could I possibly bring to the table?” But all that fear went away because everybody was just so nice and welcoming.
I appreciate how your circle of industrial designers supports each other. One thing that stood out to me in this series of interviews is how you refer to each other and share opportunities. It’s refreshing to see!
For sure! We’re a small community. Who else would cheer for one another if not us?
So, what did that first EMERGE experience mean for you? Did you have a set of expectations?
I just wanted to showcase my work, learn from designers I admire, and see how other ASEAN designers work. It was like immersing myself in a new experience. I gained insight into their construction methods, material usage, and storytelling techniques from other countries. It was truly eye-opening! Thinking about it isn’t the same as experiencing it firsthand. It also provided an opportunity to meet people I only knew from Instagram and make new friends. Receiving feedback for my work was just a bonus.
And speaking of feedback, what was the most memorable one you received at the show?
I am thankful to have received positive feedback about my work. People from Dubai and the USA appreciated the design and quality of the upholstered product I showcased. They found it interesting and unique because it was a non-traditional furniture piece that told a different story. Their appreciation humbled me, and it reinforced my belief in the Philippines’ capability to produce high-quality products. It also reassured me that I was doing something right because it resonated with foreign audiences. That’s how industrial design should be; it aims to solve universal problems.
The Iba-iba collection for EMERGE
What do you have for us for your second participation at EMERGE?
This year’s theme is a reflection on values and it’s up to the designers to define and interpret it. This time, I went out of my comfort zone and designed something diverse, something about embracing differences. A lot is going on in the world—war, racism, gender equality, and other divisive issues. I created different shapes and different personalities through lamps, which I fittingly christened Iba-iba. The design is more structural now and I challenged myself to create six different pieces using papier-mâché and other recyclable materials. In a way, the pieces invite you to celebrate your own light.
What an adorable family of lamps! Now, you’ve already worked for the likes of Kenneth Cobonpue and finally have your own practice; what has changed in what you are trying to achieve or communicate with your designs?
I touched on this a few questions back, but my primary goal is to create something that evokes a strong emotional response. I want people to appreciate the engineering and technical aspects of my work and recognize that every detail has been carefully considered and that the pieces are deeply emotional.
Many businesses today settle for a “pwede na” mentality, but I aim to demonstrate that we can produce high-quality products. I am passionate about how items are crafted and perceived and how long they will endure. I want to change the perception that local products are not well-made and show that we can create things we can take pride in.
Overall, I want to raise the emotional and qualitative standards of Filipino craftsmanship. If you are investing your energy, time, and money into something, you should be meticulous and strive to do it to the best of your ability.
As designers, I believe our products also reflect our names. Even when you are not present, the quality of your work represents you, and the reputation of your creations embodies you.
The energy you put into your creative process is also crucial. You need to trust your instincts when choosing the right materials while being careful, as your fears or overthinking might manifest in your work.
Fantastic! Now, who’s your dream collaborator? And what object would you like to collaborate on?
Aguila: It would be amazing to work with Kenneth Cobonpue again or someone like Vito Selma locally. Internationally, I’d love to collaborate with Marcel Wanders of Moooi. His body of work is so imaginative and playful, elegant and offbeat at the same time! I think it would be fun to design something unexpected, like wine glasses, with him.
We’ve heard of your approach to design, but how does Jasser Aguila define beauty? What is a beautifully designed object for you?
Aguila: Beauty is about being comfortable in your own skin. We all have different tastes and opinions, but as long as you’re confident with what you bring to the table—whether it’s your ideas, your style, or your work—then that’s where true beauty lies. No one can tell you otherwise. I believe that if you embrace your ideas and express them authentically, that’s when something truly beautiful is created.
You’ve mentioned enjoying walks to clear your mind. What else do you do in your free time to unwind or get inspired?
Aguila: Yes, long walks help me slow down. I think pausing is important, especially when things get overwhelming. Sometimes, when you’re constantly looking for an answer, you won’t find it right away. But when you take a break and let your mind rest, the solution becomes clear. I also enjoy listening to podcasts from successful people. It’s always interesting to hear how they approach life and how they overcame struggles. It keeps me motivated and often provides a new perspective on whatever I’m working on. •
EMERGE 2024 will be at Singapore Design Week’s FIND Design Fair Asia, happening from September 26 to 28 at the Marina Bay Sands Expo and Convention Centre.
