Cubao eXpo: The Next Evolution Series

Heima is one of the indie stores that recently opened in Cubao eXpo. It provides homey, classy, contemporary designs described as “heimish“. The store name is said to be Icelandic for “at home”. It showcases weird and bold color combinations that work, and different shapes and patterns that provide a warm ambiance. Perhaps the most coveted items in Heima are the call-out shelves on the second floor (the My Apartment showroom).

The chair designs in Heima are very popular. You can commission them to design your home with their signature heimish touch.

Bong Rojales of Lomomanila is the Marketing Director for Heima and the proud partner of Rossy Yabut, who owns the store. If Lomo is your thing, you can check out the showcase of Lomo Cameras — and you can even have a chat with Bong to help you choose the right camera for you.

The entire store has the addicting scent of olives, which my wife loved. So, for just P200, we now have our “fragrance fix” at home with the Heima Scents Room Spray.

Dy, the store manager, will make you feel at home in Heima.

The second floor (branded as “My Apartment”) is the heimish version of a Bachelor Pad. The USB turn tables are really cool — you can play vinyl records and record them for your digital music library. You can buy a lot of vintage records in Cubao eXpo.

A portion of the second floor (known as the “Kolektib Shared Space”) can also be used as a conference room for Innovation Sessions by Mark Ruiz and Photography Sessions by known photographers. It can be converted into a photography studio and even a dark room for processing prints.

This is where we held the first ever Photoblogging Class in Cubao eXpo. Bong Rojales welcomed the participants to Heima before we started the session.

Rossy, owner of Heima, with the eco-friendly Sun Jar. The jar has a solar panel that can be charged during the daytime. It lights up at night, automatically using the energy collected from the sun. In Europe, this is one of the coolest environment-friendly gifts you can give to an eco-conscious person.

You can also buy handpainted umbrellas, customized pillows and Pluey boots!


‘Keep Calm and Carry On’ was a motivational poster produced by the British government in 1939 during the beginning of World War II, but never used…. (It) was intended as a “last-case scenario” to be used only should the Nazis succeed in invading Great Britain, in order to stiffen resolve.” [source: Wikipedia]

Heima uses the design, which is already in the public domain. In some cases, they’ve tweaked it a bit to say “Keep Calm and Cory On”.


Heima Lifestyle and Home Designs
G/F Shop 33, Cubao Expo, 
Quezon City, Philippines 1106
+63 917 561 HEIM (4346)

email : [email protected] 

see –> Map going to Heima Store

Live an Awesome Life,  


Text and Photos by Anton Diaz. Copyright 2009.
prof. blog:
mobile: +63917-LOVEOAP (5683627) 
email: [email protected]

P.S. Join us for the next Photoblogging Workshop in Heima, Cubao eXpo!


Our Awesome Planet’s Photoblogging Workshop by Anton Diaz
September 12, 2009, Saturday
Time: 11am to 6pm
Location: Heima Store, Cubao eXpo
Fee: P3,000 (limited to a maximum of 15 participants only)
* Includes Lunch @ Bellini’s
* Includes a walking tour of Cubao eXpo
* Includes photography permit in Cubao eXpo
* Photoblogging Lecture