`FeMale' turns office into art gallery

`FeMale' turns office into art gallery

Fitri Wulandari, The Jakarta Post, Jakarta

At first, the private-run radio station FeMale just wanted to
have an office decorated with paintings or other art displays
that can be changed anytime to maintain fresh look on the
office's interior.

Its turned out the radio crew came up with the idea of making
their office into an art gallery where their listeners and
visitors can view art exhibitions also. The office interiors are
always fresh with interesting art displays.

"When someone walks into an office, they normally will find
paintings that have not been changed for years ... they are stuck
on the wall, permanently. It's pretty boring, isn't it?," Nuky
Surachmad, general manager of FeMale, chuckled.

"On the other hand, if there is an art gallery in the office,
the ambiance is continually changing," she added.

The idea to merge their office with an art gallery came when
the radio station moved to their new offices at Ratu Plaza on Jl.
Sudirman from Bintaro area last year.

In a bid to get closer with their listeners, FeMale re-
designed their offices by opening the whole area.

"Many offices, especially media companies, tend to be
secretive and close themselves off from visitors and clients. But
we want the radio station to be open and accessible for public,
our business partners as well as the listeners," Nuky explained.

Conceived as a radio station targeting urban women, FeMale now
draws some 125,000 listeners between the ages of 25 to 39 in
Jakarta.

When visitors step into the office, they are immediately
exposed to a unique and open office space. There are no cubicles.

The studio utilizes a glass wall so that visitors can see
the radio broadcasters in action.

The walls are left empty and broad to give maximum display to
the artwork.

It was not until Nuky met with young architect Yori Antar that
the idea was put into action.

"Yori asked if we interested in having an exhibition of his
architecture photography in the office. We thought it was a
brilliant idea," Nuky recalled.

After Yori's exhibition in August last year, FeMale radio
began to hold art exhibitions regularly featuring different
artists and art works ranging from paintings to photography to
fashion.

So far, the radio has held four art exhibitions and the latest
exhibition is tie-dye artwork by young fashion designer Oscar
Lawalata. The exhibition, which was recently launched runs until
March.

The responses from the public and artists have been
encouraging.

"We have listeners who come here with their families. Many
artists have asked if they can have their artwork on display
here," Nuky said.

Ricky Anton Worotikan, interior designer who designed the
office said that any company can have their own art gallery in
their offices.

To keep office activities undisturbed by the public who want
to see the exhibition, the radio opens its door for exhibition
visitors twice a day during lunch hours, from 12 a.m to 2 p.m,
and in the evening from 5 p.m to 7 p.m.

Nuky added that the art gallery is not only an idealistic
mission to educate its listeners on artwork but also a powerful
tool in promoting the radio station itself.