Seibu

Foreign fashion fusion

PT Mitra, one of the largest privately owned retail groups in Southeast Asia wanted to locate a Seibu into the Grand Indonesia, a new shopping center of enormous scale and complexity in Jakarta, Indonesia. Callison, the global architecture firm, was selected to engineer the interiors and merchandising planning. Given the success of our earlier collaborative ventures on Sogo, GIRVIN was involved in the project development, retail strategy, and planning for environmental design.

Combining cultural contexts

GIRVIN partnered in the creation of a responsive scheme for the retail strategy, based on creating differentiation between this retail proposal and others nearby in Jakarta by branding properties in the store as “Seibu.” In this manner, everything became a member of a distinct ownable collection. We created an evolved pattern language for use in all retail procession pathways—the materials language was closely linked to the interior schemes, and careful coordination occurred between the store owners, leadership, store planners, buyers, Callison, and GIRVIN. Seibu’s elevated brand strategy and detailed implementation launched their successful integration into the high-end shopping center.