Blue sights and sounds at a new bar in Jakarta

By Jules Bell

JAKARTA (JP): Imagine yourself entering a night venue. The walls, blinds, seats, bottles, snacks and cocktails are blue. You walk to the bar, the front of which is a giant ruler, and rest your feet on a giant blue pencil. The roof and the walls look like pages from an architectural blueprint. You are feeling a bit blue and in need of some rest and relaxation. So you order the house cocktail -- a Blue Moon -- and sit back to soak up some blues music.

At Blueprints bar, in the Boulevard Park Plaza International in Slipi, West Jakarta, you can forget about those two other primary colors.

According to the establishment's creative team, the concept for Blueprints stems from the combination of the color blue mixed with an architectural design theme. The color permeates through the bar's music, atmosphere and philosophy.

"We find blue so relaxing," said the bar's marketing manager, Andrew Adiwiataputra, "It's a soft color. Most of the people that come here find it very unique -- totally different from other places."

To stay out of the red after opening in February this year, the establishment refined its marketing strategy and musical theme. "We used to hire bands to play top 40 hits," said the bar's project director, Harry Permana, "but now we are going for the blues. Our bands play a rare collection of blues classics that people can't hear anywhere else."

The bar is targeting professionals over 35 who appreciate blues and slow rock in a relaxed and unique setting. "There are a lot of cafes and it's highly competitive. Our objective is a small bar with very specific music and atmosphere" explained Permana. Special nights for professionals such as lawyers and bankers are planned for the future.

Permana describes Blueprints' music as white blues as opposed to black blues, the difference being he says, in the selection of artists and the specificity of the music.

"Let's just say there are a lot of other black blues outlets," he explained, listing John Mayall, Janis Joplin, Edgar Winter and Eric Clapton as artists visitors can expect to hear in the venue.

For now, the bar only offers live music on Friday nights, while a DJ plays selected tracks on other nights to suit the bar's mellow lounge-like environment. "The music is not too loud. People can just drink and chat," said Adiwiataputra.

Drinks cost standard prices with soft drinks at Rp 9,000 (U.S.$ 1.00), a glass of beer at Rp 13,000 and basic spirits costing between Rp 30,000 and 50,000. For about Rp 15,000, snacks including spring rolls, potato wedges and fish and chips are available from an architecturally styled menu.

Blueprints is open from 5 p.m. to 2 a.m. daily, depending on the crowd, and offers half price drinks during happy hour from 5 p.m. to 8 p.m. An unusual addition to the venue is its free karaoke room.

Blueprints was only moderately busy on Friday Sept. 17, but guests appeared to be enjoying themselves. Josette, 34, the general manager of a shipping line likes the bar, describing it as "very cozy".

"The music is good," she said, "they are playing a kind of blues and rock music -- people are really enjoying themselves." Josette who was singing in the karaoke room appreciates the facility.

"If some people don't like the music they can go into the karaoke room. You can listen to the band outside if you want or sing yourself in here."

Arco, 27, an employment recruiter for a Dutch company likes Blueprints for its aesthetics. "In Holland some cafes are like a room at home. This isn't, it's totally different. You get the feeling that you are out." As for the music: "Tonight it is very good. I like what they play. You can describe it as blues, but its more like easy listening music," he said.

Praise aside though, the management lament the fact that the bar is a little out of the way and quiet with the exception of Friday nights. Allan, a 45-year-old-engineer from Scotland who lives in one of Park Plaza's nearby apartments, is a regular visitor throughout the week.

"I do like the design," he said. "I'm an engineer so I appreciate the prints on the walls." "It's quiet," he responded when asked about his overall impression of the place, citing its location as a drawback.

If you are planning an evening of high energy entertainment and a packed venue, Blueprints may not suit. However, the bar's successfully adventurous theme, relaxed atmosphere and niche marketing does differentiate it from other night spots.

Funky and innovative are words applicable to the establishment, from the management's attention to detail to that big blue pencil footrest. For now though, in terms of popularity and musical presentation, the bar is still finding its way.