Materials Key to Branding Strategy Amid Creative Industry Competition
As Indonesia’s creative economy, contributing over Rp1.5 trillion to national GDP, continues to grow, the need for differentiation and strong brand experiences is rising. For many local brands, competition is no longer solely determined by the products offered, but also by how they build identity and interact with audiences.
In this context, spatial design and material selection are playing an increasingly strategic role. For brands in creative marketplaces, materials are no longer merely interior supports but part of how a brand builds character, creates experiences, and leaves impressions on visitors.
This phenomenon is evident in brightspotCITY 2026, held from 27-31 May and 4-7 June 2026 at Agora Lifestyle Mall, Thamrin Nine, Central Jakarta. The event bringing together local brands, creative communities, and industry players provides a space for exploring new ways to build visual identity and strengthen consumer experiences.
Anastasia Tirtabudi, TACO’s Chief Marketing Officer, said brightspotCITY has evolved into a creative space connecting industry players for tangible collaboration.
‘BrightspotCITY has become a creative space connecting local brands, communities, and industry players for tangible and collaborative interaction. TACO shares a common vision with brightspotCITY in supporting Indonesia’s creative industry growth, especially in the digital age where spaces for discussion, idea exchange, and direct connection are increasingly vital,’ she said.
Through its participation in brightspotCITY 2026, TACO showcased interior solutions such as HPL, flooring, and PVC boards applied in tenant booths, creative installations, and visitor interaction points throughout the event.
The presence of materials across these areas demonstrates how elements traditionally associated with interior needs now serve broader functions. Materials are part of visual branding strategies that help tenants create atmospheres, reinforce brand identity, and build more personal visitor experiences.
For many local brands, particularly in fashion, lifestyle, and creative products, exhibition booths are no longer just product displays. Physical spaces serve as mediums to convey stories, values, and identities brands wish to build for consumers.
To encourage this exploration, TACO introduced the Best Booth Challenge for brightspotCITY tenants. The initiative pushes tenants to create visually creative booth concepts using at least one TACO product in their designs.
The most innovative booth concepts will receive various rewards, including cash prizes, TACO materials, and a free booth at next year’s Brightspot event.
Anastasia said such collaborations help support creative industry players to grow and deliver increasingly relevant experiences for audiences.
Brightspot Market founder Anton Wirjono said collaboration between creative players and supporting industries is growing in importance as brands seek to build stronger consumer experiences.
‘Brightspot consistently creates space for collaborations that support Indonesia’s creative industry in a relevant and sustainable way. TACO has experience supporting creative players through design and spatial experiences aligned with current brand needs. TACO’s presence at brightspotCITY shows how brands can naturally collaborate with tenants and creative communities to deliver stronger visitor experiences,’ Anton said.
Beyond booth design, material exploration is also featured through TACO Spotted’s digital activation. The programme invites visitors to explore tenant booths with striking designs, photograph their favourite TACO material areas, and upload them for attractive rewards.
This activation illustrates how spatial experiences are increasingly linked to brand communication strategies. Physical experiences don’t end at the event; they continue on social media, creating broader audience interactions.
Visitors can also visit the TACO Tower for TACO x brightspotCITY merchandise and participate in bag charm decoration activities as part of the event experience.
Amid intensifying creative industry competition, the ability to build strong identities is crucial for brand success. In this process, materials no longer just support design but become part of experiences that help brands stand out and be memorable.
Through its collaboration at brightspotCITY 2026, TACO demonstrates how material exploration enables local brands to build stronger visual identities while delivering relevant audience experiences.