THE STORY OF THE OLD MAGNOLIA ICE CREAM HOUSE BUILDING

                What’s in a place that makes it cherished is like asking what’s in a house that makes it a home? Filipinos are by nature sentimental and it is the intangible sentiments that give priceless value to an inanimate object or place.  From time to time we love to relive those magical moments of our childhood and those happy memories we had with our family and friends.  Those happy memories   are always intertwined with places.

                There was once an old building located in Aurora Boulevard, Quezon City known as Magnolia Ice Cream House. It was built by a rich corporation known as San Miguel adjacent to its ice cream plant in 1970.  It was a time when the city was just developing and expanding.  There were not many malls, restaurants and other places of recreation there back then as it is now, more so, a stand-alone ice cream parlor. It was a novelty.

                Many people loved that place and came there not only for its delectable ice cream concoctions but also for the delicious sandwiches, shakes and ice cream cakes it served. These brought a lot of "smiles and priceless memories". For decades, the place was a witness to countless family bonding, friendships and even teen romance but nothing can compare to the joyous   magical feeling it imparts to  children.   Set amidst  a  colorful outdoor children’s playground and  a beautiful landscape topped with Bermuda grass, palm trees and sculpted bougainvilleas , to many who just passed by  especially  the kids, the site,    was  an enchanting place.  They often wondered what was like to be inside.   

                As the years passed, with the city’s landscapes and urban lifestyles changing, so too was the business climate... In the late 90s, faced with unfavorable condition of its Magnolia ice cream business, San Miguel sold it to its long- time partner, Nestle.  The ice cream plant and the old Magnolia Ice Cream House building were however, spared.  San Miguel instead, leased it to Nestle for a long- term basis.

                With the change in management, the place was eventually renamed to Nestle Creamery. Many missed the old Magnolia Ice Cream House logo but still continued to  patronize the place. After all, even with the name changed and the menu revamped, this was still the same old place that sheltered  those priceless memories.  Many who came there when it was already Nestle Creamery loved the place just the same. It  still served those   heavenly ice cream concoctions  that  satisfied  many peoples’ craving. The place still continued to witness  many family bonding, friendships,  teen dates and still imparted  that joyous magical feeling to children.

                Meanwhile in 2004, after a  five-year  hiatus  in the ice cream business, San Miguel reintroduced the Magnolia brand to the market. When the long-term lease  agreement between San Miguel and Nestle ended, it was anticipated that the name Nestle Creamery would revert to the original Magnolia Ice Cream House... but this was not so.  

In early 2010 many were surprised and saddened when unexpectedly the old building that housed the Nestlé Creamery and the original Magnolia Ice Cream House was  shutdown and subsequently,  torn  down. Many swore that had they known that it was going to close,  they would have visited the place for one last time,  for old times’ sake. Many who have dreamt of going there had to accept the fact that their dreams would forever be, just dreams for the ice cream house was no more...

                As it turned out, San Miguel had already constructed other ice cream plants  and had other idea for the place. They sold the place to a rich real estate developer, known as Robinsons in 2008.

                Fortunately,  Robinson has a golden heart and understood people feelings and sentiments. So in August 2012, in   place of the old  Magnolia Ice Cream House building, it inaugurated an upscale mall which it  named Robinsons Magnolia , paying homage to the significance of that  place. It will be part  of Magnolia  town square that will also include residential buildings called, Magnolia Residences.  More importantly, there is a new Magnolia ice cream parlor inside the complex  known as the , Magnolia Flavor House,  for "old stories to be continuously  retold and new memories to be formed. "

                Times have changed, the old building is gone but thanks to Robinsons and the new Magnolia Flavor House that   place will continue to have a spot in the hearts of  many.  It was a nice ending after all.

The new Magnolia Flavor House