From Function to Aesthetics, Building Material Industry Targets Modern Housing Trends

Indonesia’s interior, exterior, and architecture industry continues to grow in line with changing public needs for housing and commercial spaces. Building materials are no longer merely required to be strong and functional, but must also be able to meet the demands of design, aesthetics, efficiency, and modern lifestyles. This shift opens opportunities for the materials industry to deliver innovation while strengthening a national ecosystem connecting producers, architects, designers, applicators, developers, and end users.

Altara Indonesia Director Andy Wijaya said changes in market behaviour mean industry players must view materials more broadly. According to him, materials have become an important part of the creative process in shaping the character of a space. “Now materials are not only about function. How materials can answer the needs of aesthetics, spatial character, and modern lifestyle is becoming increasingly important,” Andy said at the grand opening of Altara Gallery in the Kapuk area, West Jakarta.

According to Andy, this trend presents an opportunity to promote the use of sintered stone for various interior and architectural needs. The material can be applied to flooring, wall cladding, kitchen countertops, islands, vanities, dining tables, and other design elements. He said industry development also requires spaces that allow professionals to see directly the character and application of materials, not merely through catalogues.

For this reason, the gallery in Kapuk was developed with a platform concept and one-stop gallery that allows visitors to explore various designs and material applications more immersively. “What we want to present is an experience. Architects, interior designers, applicators, developers, and users can see how a material is applied and how it is translated into part of a spatial concept,” Andy said.

With the theme The Art of Timeless Luxury Through Smart Design, the company introduced the Luxury Within Reach approach. This concept places luxury not solely on the expensiveness of a material, but on the precision of choice, quality, design, and the ability of a space to remain relevant in the long term. Andy said this approach is important amid the demands of consumers and design professionals who increasingly consider the long-term value of a project.

“Luxury does not always mean something difficult to reach. With the right material choices, thoughtful design, reliable quality, and proper application, a space can retain its value and character in the long term,” he said.

Various material characteristics were also introduced to provide broader options to the market. From glossy, matte, texture, translucent, bookmatch, series, satin, velvet to crystal, they are available to suit design concept needs.

Andy added that the development of the national materials industry cannot proceed alone. Collaboration between product owners and architects, designers, applicators, and developers is needed to create new standards in the use of materials in Indonesia. In addition to expanding material choices, the company is also beginning to build a partnership network through a Partnership Programme. This programme is directed at opening cooperation opportunities with professionals and business players in the interior, exterior, and architecture sectors.

According to Andy, ecosystem building is an important strategy for creating long-term business relationships while providing space for partners to grow together. “This industry needs an ecosystem. A brand cannot develop alone without the support of architects, interior designers, applicators, developers, and other partners. Therefore, collaboration is an important part of our strategy,” he said.

In the long term, the company aims to position itself as one of the main sintered stone players in Indonesia by developing an integrated distribution platform and a world-class showroom experience. The strategy includes strengthening the national distribution network, developing a digital platform, and providing globally quality products at competitive prices. Andy said strengthening distribution is important so that material innovation is not only concentrated in large cities, but can reach a wider market in Indonesia.

“Our vision is not only to build a showroom, but to build a distribution platform and ecosystem that can grow sustainably. We want to provide value for customers, partners, and the industry more broadly,” he concluded.