Carrying on and keeping Rustan’s’ Christmas spirit alive
“We are hoping to continue the legacy she has built,” said Anton T. Huang of his mother, Zenaida “Nedy” Tantoco, who led the luxury retailer Rustan’s until her death in February. The company formally launched its holiday collection with an unveiling ceremony of its Christmas-themed window display on Oct. 18.
It’s a poignant time as the Tantoco heirs continue a longtime Rustan’s holiday tradition.
“It’s true that we’re no longer as complete as we were last year,” said Huang, president and CEO of Rustan Commercial Corp., SSI group of companies, and Rustan Marketing. “We’re doing what we can to continue the legacy that [our late chair and CEO] built, and also that of her parents—our grandparents.”
The unveiling of the Christmas-themed display, which dates back to the 1980s, has become a tradition. The building façade of the flgaship store in Makati not only creatively brings many of its featured brands to the forefront, but also spreads the holiday spirit to every passerby.
“As I told the Rustan’s team earlier, I’m proud of what they’ve done. I really feel, as I entered the building today, that there’s some strong sense of emotion that brings us back to the magic that we felt during Christmas while we were growing up,” Huang told Lifestyle shortly after the unveiling held at the five-story branch in Makati City.
Celebratory moment
This year, the window display depicts Santa’s journey, showcasing his preparations in the workshop, and culminating in the delivery of gifts to children in the community. What makes this year’s concept unique is its modern interpretation of the folkloric tale, Rustan’s explained in a statement. For instance, instead of a sleigh, Santa is seen driving a beautiful vintage car loaded with gifts, as Mrs. Claus zips through town on a Vespa.
Meaningful cause
“We’ve always thought of Christmas as a celebratory moment or period of the year,” Huang said. “I want to make sure that this year, like in the previous years at Rustan’s, Christmas will be for all ages and not only for the children themselves. It should be for the child in all of us. That’s what we are really trying to achieve today. I think we did an incredible job of creating a magical place for our shoppers and loyal customers, for them to really enjoy themselves this holiday season.”
Rustan’s goes full-on with its lavish decorations. On launch day, the doorman welcomed visitors with a holiday tune. Inside, Santa’s elves ushered guests to the courtyard for refreshments. The Head Elf arrived shortly, signaling the start of the festivities by asking: “Do you believe in the magic of Christmas?”
Tourism Secretary Christina Garcia Frasco, Tourism Promotions Board head Marga Nograles, Lizzie Zobel, Dr. Hayden Kho Jr., and Happy Ongpauco-Tiu were among the guests .
Each floor hosted a variety of activities. At the Beauty section on the ground floor was Santa’s Chocolate Corner, where guests were offered cacao samples. Meanwhile, the Men’s section featured a cocktail-tasting booth.
The second floor (Women’s) featured a Christmas tram where guests took souvenir photos. They also had the chance to interact with fashion designers such as Rosbert Villar, Yoya, Joyce Makitalo, Jim Weaver, and Puey Quinones.
While going up the third floor (Kids’), guests were serenaded by the Mandaluyong’s Children’s Choir, and had their pictures taken with Santa and his famous reindeer, Rudolph. The kids also enjoyed unlimited train rides and fun games.
On the fourth floor (Home), shoppers were greeted by iconic Christmas characters like Mrs. Claus, Gingerbread Man, and Frosty the Snowman, who also danced with the kids while handing out tasty treats.
Finally, on the fifth floor guests were led to the Candy Shop and the Gingerbread House. There was a holographic photo booth, too. This was also where guests witnessed performances from the Pundaquit Virtuosi orchestra, musical theater star Arman Ferrer, and the band Naughty Pandas.
Shoppers who make a minimum purchase of P20,000 from Nov. 1 to 30 will receive a Rustan’s Christmas bear to symbolize their contribution to a meaningful cause. A portion of the proceeds collected will benefit the Servants of Charity, an organization dear to Nedy Tantoco, dedicated to caring for children with mental disabilities.
“The year 2024 has been a strong one, specifically for Rustan’s department store. As far as sales during prepandemic is concerned, we have surpassed that a long time ago. We’re quite happy. We’re hopeful that we’re going to have a meaningful holiday period here, retail-wise,” Huang declared.
