For Shoppers and Kids, fX Mall Transforms for an Anniversary Festival

Sylviana Hamdani

The fX Sudirman mall in Jakarta is kicking off a month of celebration on Friday in honor of its fourth anniversary on July 1.

Formerly known as fX Lifestyle X’nter, the mall has organized the month-long program with the theme “Fascinating Animals.” The program will be held at the mall in Senayan, South Jakarta.

“During the program, we’ll transform the kids’ area on the fifth floor into a little zoo,” said Rika Savitri, the mall’s vice president of marketing.

The program was organized in collaboration with Taman Mini Indonesia Indah, a theme park in East Jakarta.

“We’ll create a mini-bird park, reptile gardens, aquariums for exotic fish and a fish pond. Kids can go fishing on the pond and bring their catch home.”

Rika hopes the program will attract children and family visitors during the school holiday months.

“We’re targeting urban families with this program,” said Rika.

“They usually go with their kids to Singapore, Thailand or Hong Kong on school holidays. But they should also know that there are a lot of interesting attractions in their own city.”

Guides at the mall will introduce the children to the animals.

“These days, kids are computer-savvy,” Rika added. “But they may not have seen or touched real animals. The program will be an excellent opportunity for them to learn more about animals and love them.”

But the anniversary is not all about animals. The mall will also offer special discounts on clothes.

Gaudi, a woman’s fashion brand based in Jakarta, will present its spring/summer collection and offer discounts of up to 50 percent.

“[Our brand is] young, edgy and colorful with a feminine twist,” said Rina Damayanti, Gaudi’s marketing communications officer.

RockInc Indonesia, a sassy fashion brand for young men and women, will also offer discounts of up to 35 percent.

“Our outfits are brightly colored, loose-fitted and comfortable to wear in the Indonesian climate,” said Deny Nugraha, a designer and co-owner of the brand.

Most of RockInc Indonesia’s clothes are made from soft and breathable rayon cotton.

Before launching RockInc Indonesia, Deny and brand co-owner Zen Sutawijaya did not have any previous experience in the fashion industry, but they both had a flair for style and loved to design their own clothes.

In 2009, they decided to work together and establish their brand at fX.

“Within three years, we’ve grown from a small stand along the aisle to having our own store in the mall,” said Deny.

RockInc Indonesia now operates a concept store at the corner of level F3.

“Our mall supports the Indonesian creative industry,” said Edho Alhabasya, assistant vice president marketing communications of fX Sudirman. “We give special care and attention to aspiring young Indonesian designers.”

Once a month, fX Sudirman holds a weekend fashion market that features new collections by up-and-coming, independent designers.

“We offer an opportunity for young designers to showcase and sell their products, free of charge,” Edho said.

“We encourage them to develop their talent here.”

Every last week of the month, the mall also organizes a weeklong food market that offers traditional Indonesian snacks from all over the archipelago to shoppers.

“There’s no special theme for the food market,” Edho said. “So, there’s something for everyone here.

The highlight of the anniversary will be on July 1, which coincides with the city’s Car-Free Day on Jalan MH Thamrin and Jalan Jend. Sudirman.

“We’re planning for a lot of fun activities throughout the day,” said Edho.

During the day, there will be a street fashion show, hip-hop dance shows and juggling competitions. There will also be running races starting from the front of the mall in the Senayan area to the Hotel Indonesia traffic circle in Central Jakarta.

“Everyone may join and celebrate with us,” said Edho.

For more information on fX Sudirman, visit fXSudirman.com