SM Mall of Asia taps Filipino artists for MOA20 anniversary drop

SM Mall of Asia is marking its 20th anniversary with the MOA20 limited edition anniversary drop, bringing Filipino visual artists Raco Ruiz, Bitto and Jill Arteche together to turn two decades of memories into limited-edition shirts and premium canvas tote bags.

The anniversary collection features original designs from the three artists, who were invited to interpret SM Mall of Asia’s 20-year story through their individual creative perspectives.

The collection draws on everyday experiences, pop culture, nostalgia and contemporary Filipino life, with each artist bringing a different visual language to the anniversary concept.

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Turning mall memories into merchandise

Ruiz is known for its bold, colourful and nostalgia-driven visual style. He is joined by Bitto, an artist, painter, muralist and illustrator whose work explores personal narratives through graphic figurative representation, typography and abstraction, and Arteche, a visual artist and illustrator known for her vibrant, character-driven work.

Together, the three artists provide different interpretations of the same brand milestone, allowing MOA20 to connect the mall's anniversary with contemporary Filipino visual culture.

The approach also fits into SM Mall of Asia's wider anniversary programme, which has used food, arts, music and entertainment to celebrate its two-decade history. Earlier in the year, the mall launched Summer in the Sky, a food, arts and music festival as part of its year-long anniversary celebrations.

For the limited-edition drop, however, the focus shifts from an event-based experience to something consumers can physically own.

From 15 August to 15 September, shoppers who spend a certain amount in a single receipt at any establishment at SM Mall of Asia can receive either a complimentary MOA20 anniversary shirt or premium canvas tote bag, while supplies last.

A broader role for local artists in brand collaborations

The MOA20 project is also the latest in a series of brand collaborations involving Ruiz, who has increasingly taken his visual work into consumer-facing categories.

With Art Toys PH, he created Dopatopia, a collectible art toy project centred on his original Dopa character. Plain Sight Coffee meanwhile worked with Ruiz on the Snack Attack Blend, packaging, merchandise and a limited-time signature drink.

He was also among four Filipino artists featured in New Era Philippines' CO11ECTION, a collection marking the headwear brand's 11th anniversary in the country.

The projects span very different categories, but share a similar approach: using an artist's visual language to give products, spaces and brand milestones a more distinctive cultural identity.

From AI-powered marketing and the friction economy to retention-led growth, DMA Philippines 2026 on 29 September in Manila will bring together marketers to tackle the opportunities and challenges shaping the next phase of digital transformation.

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