The Modern Face of Juan Luna’s ‘Una Bulaqueña’
Artist Marko Sarmiento transforms Juan Luna’s ‘Una Bulaqueña’ into a functional beep card, blending cultural heritage with everyday utility.
Words Gerie Marie Consolacion
Photos Marko Sarmiento
September 13, 2025
In the bustling world where art often feels confined to museum walls, one artist is skillfully bridging the gap between national treasures and daily utility. Meet Marko Sarmiento, the creative mind behind the widely celebrated “Una Bulaqueña” beep card, who is making Philippine art accessible, one tap at a time.
The artist before the National Museum
Before his designs reached millions of commuters, Marko Sarmiento was a dedicated traditional artist. A proud graduate of Communication Research at the Polytechnic University of the Philippines (PUP), he found his creative voice working primarily with oil and acrylic on canvas. A pivotal moment came in early 2024 with an exhibit at the Shell National Students Art Competition, where his work was showcased for six months.
He recalls, “We had an exhibit here in 2024, last year, in January, at Shell NSAC. That’s when my interest piqued to apply here at the National Museum.”
This experience was a pivotal moment, with the exhibit running “about six months,” igniting an even stronger interest and solidifying his ambition to pursue a career within a prestigious institution. He dreamt with earnest desire: “pangarap ko siya na makapagtrabaho sa isang prestigious na institution just like National Museum.
Within the Halls of Heritage
Sarmiento’s dream came true when he joined the National Museum as an artist-illustrator. His early projects ranged from designing collaterals for national programs to creating campaign materials for events like Pride Month, National Women’s Month, and campaigns against violence toward women.
Even now, as an Administrative Officer III in Human Resources, the museum continues to offer him opportunities to keep his artistry alive. It was during this time that his work laid the foundation for the beep card project—particularly when he incorporated Juan Luna’s “Una Bulaqueña” into campaign shirts and tote bags distributed to museum staff.
Sarmiento’s Artist Portfolio
This caught the attention of the museum shop manager and sparked the conversation that would lead to his most recognizable project yet.
The “Una Bulaqueña” Beep Card
Commissioned to commemorate the 130th anniversary of the painting in 2025, Sarmiento embraced the opportunity to blend art with function.
Juan Luna’s ‘Una Bulaqueña,’ painted in 1895, is a significant cultural treasure currently on loan to the Louvre Abu Dhabi, symbolizing the cultural dialogue between the Philippines and the UAE. For Sarmiento, designing the beep card meant bringing this masterpiece into the everyday lives of commuters across the country.
The process was both meticulous and thoughtful. The original portrait orientation of the painting was reimagined into a landscape format for the premium beep card, showcasing a half-body shot of the subject with an expanded background. A close-up of the subject’s hands and fan was featured on the card’s back, adding a delicate touch. For collectors, a limited edition card preserves the original portrait orientation.
He recognizes the unique potential of integrating a masterpiece into an everyday item, explaining, “But I think, integrating it with a beep card feels like carrying a part of the painting, or the painting itself, in our pockets.” He adds, “Then, it also serves another purpose. Because, you know, we use it for commuting and stuff like that.”
This careful attention to detail extended to other merchandise, like fans, where Sarmiento highlighted specific elements of the artwork based on the item’s purpose.
Una Bulaqueña - Fan Design 1 Mock-up
Describing his approach as “trial and error,” Sarmiento shares that he usually starts with an idea, immediately creates a layout, and refines it patiently until it fits his vision.
Una Bulaqueña - Fan Design 2 Mock-up
He typically prepares several options to present to the client, welcoming feedback and adjustments. From start to finish, projects like the beep card often take two to three weeks.
Working with masterpieces like those by Juan Luna comes with strict guidelines and deep respect. He emphasizes, “So, it's actually very difficult being faithful to the source, especially when working with artworks that are originally painted or created by other artists. Syempre si Luna din ‘yon.”
Una Bulaqueña - Fan Design 3 Mock-up
Sarmiento must preserve the original colors, composition, and integrity of the artwork, adhering to the museum’s policies to avoid any misrepresentation. While these limitations can be challenging, they also push him to find creative solutions within boundaries, balancing respect for the original work with client expectations.
Art That Moves
The impact of the “Una Bulaqueña” beep card has been profound for Sarmiento. When the design went viral in news outlets, even without direct credit, the heartfelt congratulations he received filled him with pride.
Una Bulaqueña - Writing Colored Pads Mock-up
This project has become a highlight of his career, bolstering his portfolio, opening new doors, and most importantly, allowing him to share Philippine cultural heritage in a meaningful, accessible way.
Marko Sarmiento’s journey is a vivid example of how art can transcend traditional spaces and become an intimate part of everyday life—turning daily commutes into moments of connection with history, culture, and identity.
