Experiential Retail Becomes a Global Brand Strategy to Win Indonesia's Urban Consumers
PT DSI Persero will assume full export functions starting January 2027. Competition in the premium retail industry is shifting. Whereas previously global brands relied on product strength and store location, experiential retail has become the main strategy to win urban consumers. The shift is evident as more international lifestyle and travel gear brands introduce interactive, experience-based store concepts in Indonesia’s premier shopping centres.
Swiss brand Victorinox, for example, has again strengthened its presence in Jakarta with the opening of a second pop-up store in Kota Kasablanka. Unlike conventional retail concepts, the pop-up is developed as an ‘Experience Hub’ that combines storytelling, product interaction, and installations with an urban lifestyle theme. This follows the brand’s earlier pop-up at Plaza Indonesia.
The company believes the Indonesian lifestyle premium market is still growing, driven by the urban consumer generation seeking products that are not only functional but also carry design value and a lifestyle identity. Country Manager Lia Amelia for LUXASIA Indonesia said consumers today do not simply buy products based on function.
“They are not only looking for products that have purpose, but also products that can represent identity and support their daily lifestyle,” she said.
She added that such changes in consumer behaviour are driving global brands to offer more personal and relevant retail experiences aligned with modern lifestyles. In this latest pop-up, visitors do not only view products; they are invited to learn about the brand’s history and heritage, which has stood for more than 140 years.
Through a brand wall area and interactive showcase, visitors can trace Victorinox’s journey from maker of the Original Swiss Army Knife to a global lifestyle and travel gear brand. The company also features interactive product demonstrations to highlight the functions, materials, and design of various travel gear and urban lifestyle collections. One product highlighted is the Huntsman Swiss Army Knife, a 15-function design in a compact form.
Additionally, the brand brings the Spectra 3.0 luggage collection, made with recycled polycarbonate and featuring an expandable storage system. For the urban professional market, Victorinox offers the Architecture Urban2 backpack aimed at urban mobility needs.
General Manager Lifestyle LUXASIA Indonesia, Hendra Purjaka, said Jakarta is a strategic location due to its dynamic urban character and relevance to the brand’s positioning.
“Dynamic urban energy in Jakarta provides a setting that is very well suited for this pop-up, enabling Victorinox to connect more closely with the rhythm of city life,” he said.
Beyond the retail experience, the company also collaborates with key opinion leaders (KOLs), media, and communities to strengthen interaction with young urban consumers.
Experiential retail trends are expanding in the premium and luxury global industries, especially post-pandemic, as consumer behaviour shifts. Many brands are turning physical stores into spaces of interaction and brand experience, not just points of sale.
Donovan Kwek, Managing Director Greater China, Southeast Asia & South Korea for Victorinox, said the Kota Kasablanka pop-up forms part of the company’s strategy to deepen connections with Indonesian consumers through a more immersive, experience-led approach. He noted the strategy also supports expanding the company’s travel gear and urban lifestyle propositions in Southeast Asia.
Amid the growth of Indonesia’s premium lifestyle market, several global brands see urban consumers placing greater value on a mix of functionality, craftsmanship, and personal experience in daily products and travel gear.