Pramesvari, Elvira (2020) RE-DESAIN INTERIOR “ESA GENANGKU” DEPARTMENT STORE DENGAN KONSEP INTERIOR KEKINIAN YANG MENUNJANG GAYA HIDUP ZAMAN SEKARANG SEBAGAI MEDIA BRANDING. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Esa Genangku adalah Retail Department Store di Pasar Mayestik, Kebayoran Baru. Toko ini menyediakan semua barang mulai dari peralatan rumah tangga, pakaian wanita & lelaki, perlengkapan anak & bayi, sampai waserba yang lengkap. Di era yang sudah serba modern, penting bagi sebuah toko fisik seperti Esa Genangku untuk mempertahankan eksistensi toko agar tidak terkesan kuno dan tetap diminati oleh masyarakat zaman sekarang (millennial) dan agar mampu bersaing dengan toko online maupun toko fisik lainnya.
Selain karena lokasi toko yang strategis, Esa Genangku juga berpotensi menjadi toko fisik unggulan jika mengelola toko dengan memperhatikan gaya hidup generasi millennial yang sangat aktif dalam bersosial media. Visual desain interior toko yang menarik berkorelasi dengan kebutuhan eksistensi dalam ruang sosial media sebagai media branding dan promosi bagi sebuah ruang komersial seperti Esa Genangku.
Berdasarkan hasil penelitian penulis dengan metode pengumpulan data melalui observasi, studi literatur, kuisioner dan wawancara terdapat beberapa aspek yang dapat dilakukan untuk membuat toko menjadi semakin diminati oleh generasi millenial, yaitu dengan membuat tema interior toko yang kekinian, yang juga memiliki fungsi rekreasi bagi toko serta memiliki keindahan estetika. Tema interior yang kekinian dapat diwujudkan dengan konsep interior bertema art deco yang memiliki unsur kekinian yang sedang diminati oleh para millennial, yang kemudian juga ditambahkan unsur instagrammable sebagai spot rekreasi untuk berfoto dengan harapan dapat membranding Esa Genangku di sosial media.
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Esa Genangku is a Retail Department Store in Pasar Mayestik, Kebayoran Baru. This store provides everything from household appliances, women's & men's clothing, children's & baby gear, etc. In an era that is completely modern, it is important for a physical store like Esa Genangku to maintain the existence of the store so that it does not seem old-fashioned and remains in demand by today's society (millennials) and to be able to compete with online stores and other physical stores.
In addition to being a strategic store location, Esa Genangku also has the potential to become a superior physical store if it manages the store by paying attention to the lifestyle of the millennial generation who are very active in social media. Attractive store interior design visuals correlate with the need for existence in social media space as a branding media and promotion for a commercial space such as Esa Genangku.
Based on the results of the author's research with data collection methods through observation, literature study, questionnaires and interviews, there are several aspects that can be done to make the store more desirable by millennial generation, namely by creating a contemporary store interior theme, which also has a recreational function for the store and has aesthetic beauty. The contemporary interior theme can be realized with an art deco-themed interior concept that has a present element that is being sought after by millennials, which is then added with an instagrammable element as a recreational spot for taking pictures in the hope that it can branding Esa Genangku in social media.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Branding, Eksistensi, Kekinian, Millenial, Toko, Branding, Existence, Present, Millennial, Store. |
| Subjects: | N Fine Arts > NK Decorative arts Applied arts Decoration and ornament > NK2115.5.F77 Furniture N Fine Arts > NK Decorative arts Applied arts Decoration and ornament > NK2115 Interior decoration |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Interior Design > 90221-(S1) Undergraduate Thesis |
| Depositing User: | Elvira Pramesvari |
| Date Deposited: | 19 Aug 2020 06:24 |
| Last Modified: | 02 Oct 2023 08:04 |
| URI: | http://repository.its.ac.id/id/eprint/79082 |
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