Fashion Pride: Bali to Jakarta
Abdul Latief, founder of Pasaraya, has been exposing the rich history of traditional Indonesian crafts to the modern day shopper ever since his creation of Indonesia's first leading modern department store.
Photo Courtesy Oka Diputra
Even In the bustling metropolis that is modern Jakarta, tradition is still strong. Be it the bicycling 'jamu' sellers or the high society matrons in all their bee-hived glory, Jakarta understands the need to keep one foot in the future but the other set firmly in the strong traditions that have seen this sprawling urban centre become one of the most vibrant cities in South East Asia.
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Photo Courtesy Kerry Grima |
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Photo Courtesy Lily Jean |
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Abdul Latief is someone who understands this very well. The founder of Pasaraya, originally known as Sarinah Jaya, he has been exposing the rich history of traditional Indonesian crafts to the modern day shopper ever since he began to realize his retail vision by the creation of Indonesia's first leading modern department store. A radical concept at the time, with his background in marketing management gained in both American and Europe, Abdul Latief opened Sarinah Jaya in March of 1974 and introduced to Indonesia the idea of bridging the gap between producer and procurer. The beautiful work of the Indonesian craftspeople had found a home and an enthusiastic audience.
The journey he started over thirty years ago continues today, and in fine tradition he has included many of his family. Ahmad Dipoditiro is Abdul's son, and he is now a director at the new Pasaraya and his sister Medina Harjani is the current President Director of this ambitious project that opened in August. Without losing sight of its original purpose, the stunning new look Pasaraya covers over more than 200,000 square meters of retail space in the centre of Jakarta. The handicrafts on display are of the finest quality and occupy two entire floors of retail space. From the exotic to the simply beautiful, crafts from all over the archipelago are displayed for sale. Textiles and jewelry, homewares and instruments, statues and paintings, come from places as exotic as Papua and Aceh and as established as Bali and Java.
And in keeping with modern times, there is an unlimited choice of state-of-the-art recreation facilities including an MPX cinema, gourmet eateries, and a wellness centre. Fashion also plays a large part in the concept and as Ahmad explains, "In Jakarta there are always parties, celebrations, cocktail hours and meetings to attend. Each occasion demands that we dress in certain ways, from business to high style to casual, so there is always a good reason to find something new to wear."
In the quest for something inspirational, the new Pasaraya has dedicated an entire retail space to the fashion designers of Bali. Local and 'expat' designers from Bali include the beautiful footwear of Nilou, the ultra modern designs of Oka Diputra as well as the feminine styles of Lily Jean and Magali Pascal, jewelry from K-MO and Grammes, and the chic designs of Kerry Grima, Ali Charisma and Michel Harcourt, all providing the consumers of Jakarta with the opportunity to find something slightly different. According to Ahmad, the inclusion of this designer gallery offers a chance to branch out, to find new ways to express oneself through fashion. And while Ahmad himself confesses to loving his classic Levi's, he also relishes to chance to dress up in style for special events. Having traveled extensively and experienced some of the best shopping destinations in the world, he brings complete dedication to his role at Pasaraya. A bountiful lifestyle location where people can come to relax, to seek out the new in fashion, find memories of the past in fine fabrics, and above all, feel totally inspired and 'at home' in the luxury of a well designed shopping environment.
With easy access from Bali and no 'International Departure' hassles, even the most dedicated of island dwellers can relish a quick shopping trip these days. Just take a taxi directly from the airport and enter the different world of Pasaraya... hey even have a hotel! ■
Text by Katy Robertson
www.pasaraya.co.id
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