The Jakarta Post
The Indonesian pavilion at the Salone del Mobile Milano 2018. (Bekraf/File)
The Indonesian pavilion is highlighting handmade designs and local talent at the Salone del Mobile Milano in Milan, Italy, which kicked off on Tuesday.
"What we are highlighting here is first, the handmade part, and second, the style part," said Creative Economy Agency (Bekraf) marketing deputy Joshua Simandjuntak in a statement.
The Indonesian "IDentities" pavilion, which can be found in Rho's Hall 14 Stand F30, is not only offering products but also promoting its designers, hence each product label comes with the name of the designer.
"Our promotion strategy is different this year. Last year there was still a mix between designers and manufacturers. This year we promote manufacturers that have intellectual property based on research, design and development," added Joshua.
The agency expects the 27 Indonesian representatives participating in the event until April 22 to expand their network with global furniture, home accessories and product companies looking for design talent and service.
"Indonesian design is very popular here since it has a signature that other countries, especially European, do not have, which is its handmade aspect," said Indonesian Trade Promotion Centers (ITPC) Milan director Narita N. Hatibie, who attended the opening event.
With "Global Creative Resources" as the pavilion's theme, Bekraf aims for Indonesia to become a global source for creative inspiration, "not only material- or product-wise, but also designer service," said Joshua.
Tony Sofian of furniture design company Kayunara, who is part of the Indonesian delegation, told The Jakarta Post that it was his first time attending the event. "This event is huge; so far we've welcomed many visitors who were interested in our products, the materials we use, etc."
"Our competitors here are all great; I’ve learned so much and gained a lot of inspiration, such as how to better display and market our products," he added.
Tony highlights that Indonesia is rich in culture, local materials and craftsmanship, which other countries do not have. "Unconsciously there will be local values that we bring to our design process. I think the biggest challenge for us as Indonesian designers [to compete globally] is our capacity to innovate, manufacture and showcase our works with international standard quality." (kes)