Elena Coyiuto opens her dream space for artists
What does it take to become an artist? Some say academic training. Some say you must put in countless hours. For businesswoman and artist Elena Coyiuto, it was also about having a steering hand guiding your development. “When I started painting, I told myself I’d put in 10,000 hours. But it went beyond that,” says Coyiuto, who is behind the just-launched Artist Atelier Philippines—or ARTa—at Proscenium. “I learned the importance of practice, mentorship and having the right studio to grow.”
ARTa is a studio that provides those tools and guides, right in the heart of Makati. With modules developed for drawing, painting, and even vocal training, it offers personal instruction from skilled artists who can mentor any level of student, with small classes ranging from five to 10 people. The center is clean, brand new and brightly lit. More importantly, it feels inviting, a comfortable place to let your creativity out in the open.
It’s not a diploma program, but an opportunity for the art-inclined—whether it’s young people, professionals, hobbyists, retirees—to explore deeper.
Often, fear gets in the way. “For many people, taking the first step into the arts can feel intimidating,” says ARTa Center head Love Dorero. “ARTa was created to change that with visual space where creativity feels welcoming instead of overwhelming—a place where people of all ages and backgrounds can explore, learn and create without the pressure of being perfect. We want ARTa to be a place where you feel comfortable being curious.”
At the launch of ARTa, located at Kirov Tower, we heard from three mentors—artists Wilfredo “Offe” Offemaria Jr., Noel Flores and Roberto Sing—who shared how this center offers something different from the “university” approach.
Sir Wilfredo spoke about teaching an art class to prison inmates where he had them paint a stack of gravestones. What seemed like a tedious exercise at first taught them about detail, patience, and appreciating the final result. “They sometimes lack the confidence. Through this, they could learn to love the process.”
Noel tells the story of a teacher in art class who instructed his students to “draw a picture of anything.” The teacher came to this one kid, trying to make out his picture. “What are you drawing?” he asked. “A picture of God,” the kid answered. “But nobody knows what God looks like,” said the teacher. “You will know in a minute,” said the kid.
“You have to be brave when it comes to creativity,” says Noel. “Creativity is a quest. We have to stop defining things that we do as a journey. In a journey, you already know where you’re going. A quest, you don’t know where you’re going. There’s uncertainty, and through uncertainties we learn more.”
Roberto adds: “We all know Bob Ross, right? He says we don’t make mistakes in life; we’re designed to have accidents. It’s the same at ARTa. Our students are free to explore. They know mentors are guiding them. They have a safe space where they can explore the techniques.”
Beyond the fundamentals, these mentors emphasize the “soft skills”: coaxing every student to tap into their own passions and learn how to express themselves visually.
Says ARTa marketing officer Nicole Goyena: “At ARTa, you don’t need experience or a portfolio. Our programs are designed to meet you where you are at and help you build your skills and confidence from there. Our mentors don’t simply teach techniques; they also share their experiences, encourage students to explore and help learners develop a deeper understanding of their own creative process.”
“Not everyone has access to these opportunities, and that’s exactly what ARTa hopes to provide,” says Coyiuto, adding that her goal is to offer this center to underserved communities where access to art education is limited.
The thing is, Coyiuto has always dreamed of opening a space like this: “Opening an art atelier has been close to my heart for many years. We were actually set to open just before the pandemic, but plans had to be put on hold. After several years, I am grateful to finally bring that dream to life with ARTa. Throughout my journey as an art lover and artist, art has brought me immense joy and fulfillment, and I simply hope to share those blessings with others.”
Each ARTa module includes four day-long classes (materials included, plus an ARTa apron to take home) for the price of P12,500.
Along with her real estate ventures, such as events space Elan by the Bay, Coyiuto herself earned a master’s in fine arts from Academy of Art University in San Francisco. But she cites the importance of having a personal mentor early on: hers was the late social realist Egay Talusan Fernandez. “I rented a room at San Antonio Parish Church, where I spent countless hours painting under his guidance.” Lately, she’s shifting from her beloved landscapes, flowers, and still lifes to portrait painting. “I am amazed at how much you can create with just a single colored pencil. I believe an artist should never stop learning.”
As the center grows, ARTa plans to expand its offerings through artist talks, exhibitions, family programs, community events, and collaborations with schools, organizations, and companies to further promote arts education and creative learning.
“It’s not just a cliché—art is relaxing and therapeutic,” Coyiuto adds. “When I paint or draw, I enter a different zone where I can forget my worries and focus on creating. I hope others can experience that same sense of calm through ARTa.”
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Artist Atelier Philippines is located at Unit 203, 2F Kirov Tower, Proscenium at Rockwell, Estrella St., Makati City, open Monday to Friday, 9 a.m. to 6 p.m. For program schedules, registration, and more information, visit artaphilippines.com and follow ARTa Philippines on Instagram and Facebook.
