A dining experience unlike any other unfolded recently in the metro, and was delightful for reasons one would probably never expect. Held at the intimate Sala in Makati, the event, titled “The Art of Dining,” was not your typical dinner. Upon entering the dining room, guests were greeted not by standard table settings, but by a gallery of masterfully crafted miniature pieces of history on their plates.
While the food was phenomenal, the evening’s pièce de résistance was a collection of 20 table napkins made to resemble many different outfits worn through history. Each napkin was uniquely embroidered according to the era and country it represented; however, every napkin was a standard-sized square dinner napkin intricately sculpted to resemble traditional garments from the cultures that have shaped Filipino identity: the opulent silks of China, the disciplined lines of Japan, and the intricate lace of Spain.
”Before we satisfy your appetites, we invite you to indulge in a visual feast, where the tablescape itself becomes the first course—an artful prelude to the flavors that await,” said TBWA’s executive creative director Billy Samson as he addressed guests right before dinner.
The styling was done so artfully that guests wondered out loud if some of the pieces might be more than just single square napkins. But as beautiful as they were, these napkins were meant to be used. As they unfolded at dinner time, each piece was confirmed to be a single, standard-sized, functional table napkin. “We set out to elevate this ordinary piece of cloth and to transform it into art,” explained TBWA creative director Ryan Rubillar. “Through thoughtful design and meticulous craftsmanship, the ordinary napkins were elevated into beautiful ‘table clothes’ inspired by the many cultures that have shaped Filipino design and artistry, a fitting tribute to Champion Detergent’s Filipino roots.
“Each piece was thoughtfully hand-folded, hand-sewn, and embellished by young creatives—celebrating global influences while honoring the integrity, richness, and unmistakable spirit of Filipino creativity,” added Samson.
While the evening was a visual feast of sculpted linen, the underlying message was about what lies beneath. Champion curated the event to highlight a value that is often lost in the modern world: integrity.
“We provide consumer-first solutions as they need to be—without the need to overclaim. We don’t build products on false beliefs; we challenge myths to create better ones. Because for us, real quality begins with truth. And truth is what makes something beautiful, just like art. Artists are truth tellers,” said Jasper Tiu, Champion’s VP for sales and marketing.
The evening culminated in a communal moment led by Tiu himself. Guests were invited to undo the intricate art on their plates, revealing the pristine, honest fabric underneath before the meal began, a symbolic return to substance over style.
Just like the hard work that goes into making Champion products superior, the artfully crafted napkins were meant to be used, and the evening’s incredible food made that inevitable. But precisely because there is Champion, replicating the beautiful napkins with meals over and over again is just a matter of wash, rinse, dry, and fold.
To take the experience home, guests left with a Premium Box containing the full suite of Champion’s innovative cleaning products, a fresh set of six linen napkins, and step-by-step styling directions. The giveaway challenged them to master the design and bring a touch of history, art, and uncompromising excellence to their own essential tables.
The event was organized by Eleven, the new Public Relations division of award-winning agency, TBWA/SMP.
