JAKARTA’S only public spaces now
seem to be its malls. In this hot tropical country, air-conditioned plazas and
malls provide a comfortable place to cool down. Shopping is not the only
pastime here, as malls have become recreational places for the family and an
integral part of Jakartans’ lifestyle.
Indeed the existence of malls as
a commercial facility, alongside traditional markets, conventional shops or
small kiosks (warung), has implications on the direction of the city’s
development as well as the mobility of its residents.
There used to be some differences
between a plaza and a mall, but it is now difficult to differentiate, because
both are in a luxurious huge building in a strategic location and have a
similar one-stop shopping concept. In line with today’s urban lifestyle today
malls have outlets that provide all your daily needs in addition to household
items and fashion products. A culinary tour is also possible here. Also
available are grand cinemas and entertainment centers. So, in short, everything
is available at plazas and malls.
While most European or other
Western families look for outdoor adventure on their weekends, Indonesians
still prefer going to the malls and many with their children in tow.
According to a study conducted by
AC Nielsen, Indonesian consumers have a strong preference to shop compared with
other nations. “Indonesia is placed in number two position after Singapore in
regards to shopping,” said director of AC Nielsen Yongky S. Susilo in the
seminar entitled Shopping Center and Retail Challenges 2011.
Malls have certainly turned into
an attractive magnet for Jakarta’s residents as they can conduct many
activities here, including socializing. The city’s annual Jakarta Great Sale is
held simultaneously by no less than approximately 60 plazas and malls in
Jakarta.
The great sale not only offers
sensational discounts of up to 70 percent plus late night shopping, but also
includes other promos such as cultural tours, family recreation, culinary tours
presented by a number of restaurants and cafes, special promotional programs
related to health, beauty and fitness, as well as fireworks. All these are
meant to attract more visitors to the plazas and malls.
Of course, each plaza and malls
holds its own regular events, such as the Jakarta Fashion & Food Festival,
which is the routine iconic event of Kelapa Gading Mall. This unique event
consists of fashion and food events and is on the country’s international
tourism agenda targeting foreign tourists as well as domestic ones, of course.
Outside Jakarta, in the suburban
areas, the plazas and malls are equally creative in their events. One example
is Summarecon Serpong Mall (SMS) in Banten province, which is collaborating
with The Barrels for the fifth time to hold Oktoberfest 2011.
This is an annual event in
Germany traditionally held to celebrate the harvest, but globalization has made
Oktoberfest go international and nowadays it is not only celebrated in Germany
but in many other countries, including here at SMS.
This year’s Oktoberfest will be
special, because it will be part of the opening or inauguration of SMS phase 2
which will be open to the public on Oct. 27, 2011. The Oktoberfest itself will
be held in SMS 2 on Oct. 28 and 29, 2011.
During those two days visitors
will really feel as if they are in Germany. “Our visitors, apart from the
domestic ones, are also the many German expatriates who live in and around
Serpong,” explained Soegianto Nagaria, director of PT Summarecon Agung, Tbk.
One can enjoy beer and hotdogs to
one’s heart content as this is the unique characteristic of Oktoberfest and
there will be traditional German and Bavarian music and dancing, which is very
interactive and will be presented by students of Deutsche Internationale Schule
(DIS) and Swiss German University (SGU) and many other attractive programs,
including the drawing of door prizes.
SMS, established on June 28,
2007, covers an area of 50,000 square meters and the first phase development is
based on a full-leased mall system, while in the next 10 years it will be
developed into three phases having a total area of 200,000 square meters.
SMS, with its family mall
concept, consists of three floors: fashion, food and entertainment, which are
in fact integrated. In addition, SMS has another unique concept, The Downtown
Walk, which has become a shopping trend in Serpong as well as for Jakarta’s
shoppers. This area is part of the unique exterior of SMS which enhances its beauty.
(Burhanuddin Abe)
The Jakarta Post, October 24, 2011