Putri, Chantik Dailla Tri (2025) Re-desain 'Bening Resto & Chill' dengan Pendekatan Sense of Place guna Memiliki Keunggulan kompetitif di Kota Tangerang Selatan. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Kota Tangerang Selatan merupakan wilayah penyangga Jakarta yang mengalami perkembangan pesat, terutama dalam sektor kuliner. Kawasan ini didominasi oleh masyarakat menengah ke atas yang memiliki ekspektasi tinggi terhadap kualitas pengalaman bersantap, baik dari segi rasa, pelayanan, maupun atmosfer ruang. Bening Resto & Chill, sebagai salah satu restoran yang menyajikan menu perpaduan Indonesia–Western, belum mampu memenuhi ekspektasi tersebut karena desain interior yang tidak merepresentasikan kualitas kuliner yang ditawarkan. Identitas ruang yang lemah serta kurangnya penyesuaian terhadap preferensi segmen pasar—khususnya remaja—menyebabkan penurunan jumlah pengunjung secara bertahap.
Untuk menjawab tantangan tersebut, dibutuhkan perancangan ulang (re-desain) dengan pendekatan Sense of Place—ikatan emosional antara tempat dan konsumen—melalui strategi diferensiasi secara makro maupun mikro. Hal itu diupayakan dengan strategi zonasi ruang berbasis segmentasi pasar serta penerapan tema desain Milanese Flair—estetika khas Kota Milan yang memadukan elemen klasik Italia dan elemen kontemporer. Dengan begitu, Bening Resto & Chill diharapkan dapat memiliki daya saing lebih agar tercapainya keunggulan kompetitif di tengah dinamika Kota Tangerang Selatan.
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South Tangerang City is one of Jakarta’s satellite areas that has experienced rapid development, particularly in the culinary sector. The area is dominated by an upper-middleclass demographic with high expectations for dining experiences, encompassing taste, service quality, and spatial atmosphere. Bening Resto & Chill, a restaurant offering a fusion of Indonesian and Western cuisine, has yet to meet these expectations due to its interior design, which fails to reflect the quality of its culinary offerings. The lack of spatial identity and insufficient adaptation to the preferences of targeted market segments—especially teenagers—has gradually led to a decline in visitor numbers.
To address this issue, a redesign is required through a Sense of Place approach, which
emphasizes emotional connection between space and user, supported by differentiation
strategies on both macro and micro levels. This is implemented through space zoning based on market segmentation and the application of the Milanese Flair design theme—an aesthetic rooted in the city of Milan that harmoniously blends classical Italian and contemporary elements. This strategy is expected to strengthen Bening Resto & Chill’s competitive advantage within the dynamic culinary landscape of South Tangerang.
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