Combining shopping with entertainment


WHEN visiting a shopping center in Jakarta, don’t be surprised to find a lot of promotions offering special prices. Sogo, for example, periodically holds a sale, especially during the Christmas and New Year period.

This Japanese department store is managed by PT Panen Lestari Internusa, a subsidiary of PT Mitra Adiperkasa Tbk. At present, this company manages over 500 stores in 22 cities across Indonesia. The products available in the stores managed by MAP include footwear, garments, accessories, food and beverages and even books.

Known for its exclusive department store and its concept of stores for international brands in Indonesia, MAP has established an exclusive partnership with Sogo and Debenhams Department Store as well as with sports equipment and fashion outlets, such as Planet Sports, The Athlete’s Foot, Reebok, Wilson, Speedo, Zara, Marks & Spencer, Morgan, Next, Nautica, Nine West, Liz Claiborne and Salvatore Ferragamo.

It is not only department stores that lure shoppers but malls are also competing with one another to attract visitors by promoting their advantages. A number of plazas are not just shopping centers but are also lifestyle and entertainment centers. Take for example eX, which is part of Plaza Indonesia and promotes itself as an entertainment center.

eX, which opened on Feb.14, 2004, is the pioneer here of lifestyle and entertainment centers and is the only one in Indonesia fully dedicated to entertainment and recreation. eX occupies 20,800 square meters with the total area for rent measuring 15,461 square meters. Connected to Plaza Indonesia, eX has quickly built synergy with Plaza Indonesia and Grand Hyatt Jakarta.

As a place for entertainment, eX is a unique combination of art, retail and entertainment. With modern architecture and offering an innovative retail concept, it has entertainment facilities and various upmarket restaurants. The success of eX lies in its flexible appearance as it is suitable for all ages (children, teenagers, adults and senior citizens). With a broad market share and its innovative efforts to invariably present the latest concept of retailing and lifestyle, eX has become a leading entertainment center.

The five largest tenants of eX are Studio XXI, Spin City, Celebrity Fitness, Hard Rock Cafe and Fashion TV Bar. These tenants, along with various cafes, restaurants and trendy boutiques, offer their customers various types of lifestyle and entertainment facilities in a lively and pleasant atmosphere.

Following the success of eX is its “younger brother”, fX Lifestyle X’nter at Jl. Jend. Sudirman Gate One Senayan (formerly Sudirman Place), Jakarta. This venue, which opened in July this year, has quickly attracted attention because of its unique concept. fX is no ordinary shopping center. It was built to accommodate yuppies and professionals in their business activities and to serve as a destination for urbanites to explore and meet the demand for a modern lifestyle. This nine-story building offers business and entertainment as well as modern lifestyle facilities of an international standard.

fX is also home to f POD, a modern and innovative business center. Everything that a professional may need in relation to his business can be found at f POD. Internet facilities, telecommunications and conferencing, fax and printing as well as food and beverages are available in the 11 pods provided. Designed by 10 noted Indonesian designers, f POD appears very modern, dynamic and contemporary. Offering the services of a five-star hotel, f POD is there to expedite business needs outside the office.

As a center of entertainment, fX also has something that will get the adrenaline pumping, relieve stress and provide a new sensation in the lives of yuppies and professionals. Atmosfear, an enclosed dry slide, has been built in the lifestyle center. Made of stainless steel and transparent polycarbonate, Atmosfear takes people on a slide from the seventh floor to the first floor in just 12 seconds.

f POD and Atmosfear, which are the icons of fX Lifestyle X’nter, are highlighted by a combination of mixed tenants, ranging from food and beverages, services, entertainment to retailing. From the fB floor to the f8 floor, there are a lot of restaurants, cafes, coffee shops, bars and lounges, clubs, fitness center, yoga and spa center, beauty centers, hobby stores, cineplex and travel agencies.

There are many new names in the F&B business. The Indochine Bar & Restaurant, a bar and restaurant based in Singapore will open at fX with its beach club concept. 3 Degrees, an organic club from the U.S., will serve up healthy dishes and drinks. For the first time, Indonesia will have a club that does not offer alcoholic drinks and prohibits smoking. VIP Celebrity Fitness, a new concept of Celebrity Fitness, offers a fitness center for the upper class. Bali Deli, a gourmet delicatessen, offers international grocery items. Meanwhile, The Only One Club is a dance club where you can learn various kinds of dances.

As a lifestyle center, fX has longer operational hours. It is open between 8 a.m. to midnight on weekdays and 8 a.m. to 3 a.m. on weekends. Breakfast, lunch, dinner, supper, business, entertainment and clubbing needs can be accommodated from morning to the small hours.

Located in the center of Jakarta, fX also offers the beauty of the metropolis that can be enjoyed by visitors from inside or outside the building. The al fresco area on the outer side of the building will be a favorite place for urbanites take in the view of the outdoor life and the tall buildings along Jl. Sudirman.

According to Rika Savitri, advertising and promotion support manager, fX targets professionals aged between 25 and 45 years old. That’s why every Tuesday starting Nov. 25, there will be a program called “Yuppies Tuesday Out”, in which visitors fitting the bill will get special privileges, such as free parking, free ride on Atmosfear, etc. Shopping is indeed not just the act of buying things but it also means entertaining yourself, something that the trend-setting malls of today can provide. (Donny Setiawan)

The Jakarta Post, November 19, 2008


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