The Lopez Memorial Museum , Ateneo Art Gallery, Ayala Museum, Bahay Tsinoy and Museo Pambata, joined forces to celebrate Zero In: Open Call, as a celebration of their 10th anniversary of working together. The consortium of these 5 museums aims to expand and deepen the people’s appreciation of art and the country’s rich cultural heritage.

The art festival opened last September 15 at the SM Mall of Asia atrium and featured a collection of art in its different forms -  visual arts, culinary arts, film and fashion, sound, and dance. “We want to show that museums are for everyone. We also wanted people to learn that Art appreciation is engaging, participatory, interactive and fun. Art appreciation can be anything you want them to be. “Cited Mrs Mercedes L. Vargas, Director of the Lopez Memorial Museum

The art experience featured lively and festive activities including live dance and sound art performances, a cosplay parade, gaming demonstrations, on the spot painting, culinary treats, and the unveiling of the freedom wall.

This year's Zero In collaboration seeks to break barriers by literally bringing art closer to the public through a mall exhibit, and showing art in its different forms: cuisine (Ateneo Art Gallery), manga and cosplay (Ayala Museum), visual arts (Bahay Tsinoy), sound (Lopez Museum), and dance (Museo Pambata). Efforts were made to provide more varied experiences with art for audiences within and beyond the art circle. “We will not wait for people to come to the museums; the museum will come to you. “ added Mrs Vargas

The event kicked off when the Escola de Samba de Manila blew their whistle, beat their drums and did their chants. It was even highlighted when children from the Museo Pambata danced along.  And the interactive art festival was in motion.

Running parallel to the MOA show are individual exhibits in each of the museum’s respective sites. The Lopez Memorial Museum in Pasig will feature a sound art installation called “Reverb” to add to the treasure of paintings, rare books and manuscripts, artifacts, and Filipiniana already seen in its galleries. Sound art is a contemporary art form that involves use of traditional and modern instruments and state-of-the art software to create a fusion of beats, melodies, and effects. To demonstrate this in the Lopez Museum exhibit, which will run until April 3 next year, are homegrown sound artists including filmmaker Tad Ermitaño, Lirio Salvador’s multidisciplinary art collective ELEMENTO, musician Jon Romero aka Aurora Borealis, and multi-instrumentalist Stanley Castelo aka Washing Machine.

Ateneo Art Gallery in Quezon City, will focus on the art of cuisine and will hold an interactive food themed-game called “Crafty Critters Munch Up” until December 22, 2011 while the Ayala Museum in Makati will expose the fascinating world of manga with an exhibit called “Manga Realities:  Exploring the Art of Japanese Comics Today.” This will run until October 2, 2011.

Bahay Tsinoy in Intramuros, meanwhile, will push for the visual arts by showcasing an installation by artist Con Cabrera called “Kasama” until October 10, 2011. Museo Pambata in Manila completes the five-museum collaboration by sharing to the public the memorabilia of National Artist for Dance Ramon Obusan in an exhibit entitled “Sayaw!” People can also expect live performances from Batang RO(Ramon Obusan),  Nyko Maca, and the Children’s Advocacy Program (CAP) of Museo Pambata during the exhibit, which will run until October 6, 2011.

Open Call is just one of many projects lined up by the Zero In consortium to make art more engaging and relevant.  It also spearheads art workshops and talks to bolster art education and will participate in the Department of Education’s National Teachers’ Month Campaign.
Zero In: Open Call at the SM Mall of Asia Atrium run from September 15 to 24, 2011.

For more information on the event, visit http://www.zeroinmuseums.org/