Fashionable Show Windows for Local Products

Name: Fashionable Show Windows for Local Products
Uploaded: 2021-03-25T02:29:17Z
Duration: 20 min 32 s
Description: His contacts with different disciplines of science and art brought him a new horizon. He was motivated to be a maker, like a musician who writes songs or a director who creates movies.

His contacts with different disciplines of science and art brought him a new horizon. He was motivated to be a maker, like a musician who writes songs or a director who creates movies.

Herlambang Jaluardi

· 5 minutes read

Handoko Hendroyono has earned his fame in the advertising world. Bored of promoting others’ products, he has turned to becoming a maker himself. He began with film production. Later he initiated a creative market with an impact on behavioral change.

Handoko has worked with an advertising bureau since 1988, when he was a social welfare student of the School of Social and Political Sciences, University of Indonesia, Depok. He has handled various advertisements. The most familiar one may be that for bottled tea with the phrase “apa pun makanannya (whatever the food)…”, or for mineral water, “sumber air su dekat (the water spring is close by”.

“But I was kind of mediocre there (advertising). At first, I had the ambition to win the golden award. The more I got immersed in advertising, the fainter my ambition gradually became,” said Handoko at M Bloc Space, Blok M, South Jakarta, by evening some time ago.

He mingled with artists from various domains like film, music, graphics and architecture.

He related that the advertising world he was engaged in at the time idolized the creative director, which was his role. Meanwhile, the position of graphic designers was at the “lower level”. Handoko” descended” from his ivory tower. He mingled with artists from various domains like film, music, graphics and architecture.

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His contacts with different disciplines of science and art brought him a new horizon. He was motivated to be a maker, like a musician who writes songs or a director who creates movies. Becoming a maker is different from what he was doing in advertising.

The place where we met, M Bloc Space, “made” by Handoko, was opened in September 2019. Originally, it was a storehouse and official housing complex of Perum Uang RI (Peruri/state mint company) that was no longer functioning. Today, young people are thronging the place, which was once neglected and now abounds with lamps and ideas.

M Bloc Space was initiated by Handoko along with five others from different disciplines. They were Wendi Putranto and (the late) Glenn Fredly from the musical world, Lance Mengong from the film industry, architect Jacob Gatot Sura and businessman Mario Sugianto. They set up PT Ruang Riang Milenial subordinating M Bloc Space, with Handoko as the CEO.

The latest arenas at M Bloc Space are the M Bloc Market and Creative Hall, which were inaugurated on Friday (19/3/2021). The M Bloc Market is a merchandise self-service store selling only domestic products. The Creative Hall will offer a space to creative industrial players to process and present their ideas.

“The (sundries) store sells daily necessities especially those of local products. Their origins are also clear. Buyers of coffee, for instance, will know the origin of the coffee, even the name of its farmer,” said Handoko. Hundreds of brands are sold there, 70 percent of which are from micro, small and medium enterprises and the rest from famous domestic producers.

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Both arenas complement the facilities already existing since 2019. There are over a dozen food and drink tenants, handicraft shops and musical album stores, none of them have international/multinational brands. This is not merely a matter of nationalism. For Handoko, local brand names are indeed booming and they deserve fashionable show windows.

“The market is actually favoring local brands. I’m not anti-foreign, but just take a look, the best locations at malls are still dominated by the same brands. It seems they (property owners) are less convinced that local brands draw visitors,” said the man wearing Compass shoes.

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M Bloc Space has in fact been teeming with visitors, even when Jakarta was still under outdoor activity restrictions. The number of visitors is now far less than that in the pre-pandemic time, though. By economic calculation, less visitors can be seen as less profitable. But this place has managed to develop new behavior.

The nearest parking area is in the Blok M zone, from which people have to walk, so do mass rapid transport travelers.

By its simple parameter, M Bloc Space provides no parking lot for private vehicles. The nearest parking area is in the Blok M zone, from which people have to walk, so do mass rapid transport travelers. Indirectly, M Bloc “forces” its visitors to go on foot.

“While it was previously absent, the culture of walking has suddenly appeared. This is interesting from the aspect of marketing, when a new practice is developed, the branding will grow stronger. It demands courage to be a pioneer,” said Handoko.

The same impact is also expected from the Live House. The show building opens its doors widely to local musicians/bands, both newcomers like Black Horses and experienced rockers of the Slank group class. The basis of the ideas is problem solving. The minimum availability of concert houses suitable for indie musicians has been a classic problem.

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In the same spirit Handoko opened a gelato resto named Kebunide in Bintaro, South Tangerang, three months before the opening of M Bloc Space. The resto with the garden concept occupies a vacant plot, where Handoko grows bok choy (vegetable), pagoda trees and pigeonwings as gelato materials.

Far earlier, Handoko was a producer of Filosofi Kopi (Coffee Philosophy), a film directed by Angga Dwimas Sasongko. The film also has a “derivative product”, a coffee shop with the same name in Melawai, Blok M. The shop was opened exactly when the film was released in the movie house on 9 April 2015, at the same time marking his departure from advertising.

“Musicians make albums to communicate messages. Directors make movies. I’ve been obsessed with conveying messages through places,” added the consultant of Sarinah department store rejuvenation.

Handoko Hendroyono

Born: Ponorogo, 26 May 1963

Education: Social Welfare Department, School of Social and Political Sciences, University of Indonesia

Books (among others}:

- Fish Eye (2015)

- Artisan Brand (2019)

Films (among others):

- Filosofi Kopi (2015)

- Filosofi Kopi 2: Ben & Jody (2017)

- Naura & Genk Juara (2017)

(This article was translated by Aris Prawira)

Editor:

naranasrullah

glenn fredly kompascetak melawai Filosofi kopi university of indonesia m bloc space Handoko Hendroyono Coffee Philosophy Ruang Riang Milenial sumber air su dekat the water spring is close by Lance Mengong Live House M Bloc Market and Creative Hall