Event designer Gideon Hermosa credits Kris Aquino as one of the celebrities instrumental to his success.
Collaborating with Kris on her former ABS-CBN daytime show, Kris TV, some time in 2012, significantly elevated his career in the events industry.
In fact, it was during this time that the term "Gideonized" originated.
"It was during Kris Aquino days, sa Kris TV," Gideon recalled in an interview with PEP.ph (Philippine Entertainment Portal) and other members of the press.
The conversation took place during his 15th Anniversary Gala Dinner, which was hosted on July 2, 2025, at the grand ballroom of the Manila Marriott Hotel in Pasay City.
Gideon further recounted, "Parang, like after a few years of doing... Parang kumbaga na-discover ako nung team ni Kris, I don't know, somewhere.
"'Tapos, parang they invited me to set design for one episode, nagustuhan niya and all.
"So, every time na nagsi-set design ako, sinasabi niya, 'Oh, parang yung studio natin na-Gideonized,' meaning, nata-transform every time."
GIDEON HERMOSA: HUMBLE BEGINNINGS
Like a true artist, Gideon struggled to find the perfect word to encapsulate his craft. However, as an event designer, he remains true to his core principle of transformation.
In his words, "To describe it, siguro something that is very transformative, I mean like, parang from blank canvas, kasi talaga tina-transform namin from the walls, floor to ceiling, e."
Gideon takes pride in the small details he incorporates into his event styling, which not only enhance aesthetics but also tell a story.
He continued, "My unique details... parang you can see that there's a story behind.
"Pinag-isipan yung detalye, tipong malalim... I work as an artist talaga na may story behind."
Unbeknownst to many, Gideon didn't undergo formal event styling training.
Coming from a farming family in Tarlac, he dreamed of becoming an architect.
Recalling his humble beginnings, he said, "Being a farmer, during those days, talagang medyo mataas akong mangarap...
"Parang, whenever you ask me anong yung gusto kong maging in the future, sinasabi ko, I wanna be an architect.
"But like growing up, taking up high school, medyo mahirap ang buhay during that time, so taking an architectural course will take me five years."
However, due to financial constraints, he opted for a more practical route.
He enrolled in a two-year ladderized course in hotel and restaurant management in Baguio City, where he started making his mark in the events industry and found his passion for event styling.
"Since medyo kapos kami that time, naging practical yung parents ko and ako.
"So, we decided to take a hotel and restaurant management course for two years, parang ladderized course siya.
"So, magba-Baguio ako for two years, in case kinapos ng pera itutuloy ko siya.
"In other times... kung nagkaroon ng money after finishing yung two years, after I graduated two years... itutuloy ko siya into a degree course.
"But what happened was, after two years, wala, wala... hindi na namin kayang ituloy. So, I had to work when I was 18.
"I mean like, no regrets, I was really independent during that time."
This decision was also fueled by Gideon's interest in events.
In fact, even during high school, his entrepreneurial spirit drove him to take on side jobs, creating souvenirs for events.
"During high school natutuwa na ako... I even accept yung mga trinkets and souvenirs pag may wedding sa provinces.
"So, 4th year, 3rd year high school, nag-accept na ako every vacation, nung mga ganung job to earn something.
"So, nung college, talagang natuwa ako because na-expose ako into flowers sa Baguio City."
Gideon's passion for events and styling deepened during his on-the-job training (OJT) at Baguio Country Club.
He recounted, "Nag-OJT ako sa Baguio Country Club after college, after the two-year course.
"And then during that time, I always see weddings. Di ba, since nasa hotel ako? Pero nasa kitchen kasi ako naka-assign.
"So, every time na may wedding, excited ako. Nakikita ko yung concept, design, like, everything! So, parang sobrang ako natutuwa with weddings."
After completing his OJT, he secured another job at a different hotel, but, unfortunately, was let go for covering up for a supervisor.
He then explored various roles, including working as a cashier, a barista, and others.
Gideon's major break came when he met Cynthia Esguerra of Ciudad Fernandino, who took him under her wing and appointed him as a catering manager in her business.
Gideon looked back, "Ako kasi yung tao na, if hindi ako nag-grow in one place, I always go to another place kung saan ako mag-grow.
"So, during that time, parang mahirap mag-start ng career in Baguio City, kasi feeling ko marami na rin competitors and all.
"So, sabi ko, 'Saan kaya?' Then... I met someone [Cynthia Esguerra] during a bridal fair in Pangasinan. Sabi niya, 'We have a catering business...'
"Sabi niya, 'You might wanna join my company.' Pinag-isipan ko mabuti yun, but like, suntok sa buwan, go, sige."
Gideon made the move to Dagupan City in Pangasinan, and he remains thankful for the fruitful three-year collaboration with Cynthia.
"Hindi alam ng parents ko, lumipat ako ng Pangasinan, and then naging successful yung collaboration namin.
"Parang nag-work ako sa kanya as a catering manager and then during that time siyempre basic lang lahat ng setup.
"So, what I did was, I offered the clients parang to elevate the design, and then natutuwa sila lahat, hanggang sa mas madami na yung weddings namin na ini-style, than the catering business."
Eventually, in 2010, Gideon launched his first design studio, marking the beginning of the House of Hermosa.
"After three years of doing those kinds of weddings, sabi ko, another step para mag-grow is to have my own business. So, that was 15 years ago."
HOUSE OF HERMOSA: 15 YEARS OF "GIDEONIZED"
For 15 years, Hermosa and his styling team, House of Hermosa, turned ballrooms, beachfronts, and even unconventional venues like basketball courts into breathtaking and memorable settings.
Starting with a small team, House of Hermosa expanded to encompass a hundred talented individuals.
His hardworking team inspired the theme for his 15th anniversary gala dinner, Beautiful Chaos, designed to showcase the incredible crew behind the remarkable creations seen at his events.
"It's a 'beautiful chaos,' that's the main theme nung event.
"Beautiful Chaos because, you know, people only see yung magagandang elements and post on social media.
"They don't really see behind the scenes, so yun yung gusto namin ipakita."
The gala also marked the grand finale of his event styling masterclass, which began on June 30. This masterclass attracted creatives from over 20 different countries.
Gideon initiated the masterclass as a means to leave a legacy and elevate Filipino craftsmanship in event styling.
Sharing his insights on the local events and styling industry, he expressed, "Definitely may laban tayo with global market, alam mo yun?
"So, Filipinos are very talented. Ang goal ko naman from the very beginning is to elevate the industry talaga. Kaya nga we're trying to bring trends worldwide here in the Philippines.
"And then, siyempre, eventually, create trends that will go global. Yun yung goal talaga."
Gideon further mentioned, "We have 20 countries coming here, like 20 nationalities coming here to attend the masterclass and to be our guests.
"Kasi parang I've been with them, I mean, I've been friends with these event designers and planners...
"Before pandemic, nandito sila to support, kaya nakatuwa and they really believe yung talent ng Filipino.
"Sabi nga nila, ibang klase yung Filipino, as in very talented, from details... everything."
Reflecting on his 15-year journey, Gideon shared that humility is the key to his success.
He explained, "I think being grounded malaking factor siya. In fact, I always tell my friends, sabi ko, 'Pag lumaki ulo ko, sampalin niyo ako.'
"Malaking factor siya, if I go abroad or somewhere else, I think yun yung importanteng talagang dala mo.
"Parang after all the success, importanteng grounded ka. Alam mo kung saan ka galing. Kaya nga namin ito ginagawa, to give back to the industry."
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