Desain Experiential Branding Pertunjukan Wayang Orang Sriwedari Surakarta

Dewari, Katarina Nathaniela Eerste (2026) Desain Experiential Branding Pertunjukan Wayang Orang Sriwedari Surakarta. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Wayang Orang Sriwedari merupakan seni pertunjukan tradisional (performing arts) yang kaya akan nilai sejarah dan budaya di Surakarta. Meskipun identik dengan pementasan panggung konvensional, seni pertunjukan tradisional pada dasarnya memiliki potensi besar untuk didekati menggunakan pendekatan experiential branding guna mentransformasi pengalaman audiens. Selama ini, area transisi lobi hanya berfungsi sebagai ruang tunggu pasif, sementara penonton khususnya Generasi Z dan wisatawan membutuhkan pengantar naratif sebelum menyaksikan pementasan. Penelitian ini bertujuan merumuskan konsep experiential branding di area pra-pertunjukan guna mengoptimalkan durasi waktu tunggu (pre-show active wait), memperkuat pemahaman naratif, dan meningkatkan keterlibatan audiens tanpa mengikis substansi seni pertunjukan itu sendiri. Data dikumpulkan melalui studi literatur, observasi spasial, dan wawancara bersama pengelola, seniman, serta pengunjung, yang kemudian dianalisis secara tematik, ditriangulasi, dan dipetakan melalui visitor journey mapping berbasis kerangka Strategic Experiential Modules (Sense, Feel, Think, Act, Relate). Hasil penelitian menemukan adanya potensi kejenuhan akibat waktu tunggu pasif, perlunya interpretasi naratif sebagai penerjemah budaya, serta pentingnya opsi interaksi fisik maupun digital bagi Generasi Z. Temuan tersebut menghasilkan rekomendasi desain bertajuk "Menapak Jejak Sriwedari" yang mentransformasi ruang transisi (23×6 meter) menjadi area eksibisi terintegrasi melalui penataan alur sirkulasi ergonomis, media interaktif multisensori, dan ekosistem media literasi dwibahasa. Secara teoritis, perancangan ini membuktikan bahwa pendekatan experiential branding pada seni pertunjukan tradisional mampu meruntuhkan stigma kaku kesenian lokal, menjembatani hambatan bahasa, serta memperkuat retensi memori merek (brand memory) penonton.
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Wayang Orang Sriwedari is a traditional performing art rich in historical, artistic, and cultural value for Surakarta City. However, this potential has not been supported by optimal pre-show spatial conditioning. The current lobby transition area merely functions as a passive waiting room, whereas lay audiences particularly the younger generation—require narrative context regarding history, plays, characters, artists, and artistic performance elements prior to entering the theater. To bridge this gap, this design study aims to develop an experiential branding concept for the pre-show area to optimize waiting time, reinforce spatial orientation, and enhance youth audience engagement without altering the essence of the performing art. This research employs a design-oriented descriptive qualitative approach. Data were collected through literature reviews, field observations, and semi-structured interviews with managers, artists, and young audience members. The data were analyzed thematically, triangulated, and mapped through visitor journey mapping integrated with the Strategic Experiential Modules framework (Sense, Feel, Think, Act, Relate). The findings identify three key insights: a high potential for waiting-time fatigue, the necessity of communicative bilingual narrative interpretations, and the importance of active participation options for the audience. As a design contribution, the concept "Menapak Jejak Sriwedari" (Tracing the Footsteps of Sriwedari) was formulated to transform the lobby transition space (23×6" meters" ) into an integrated exhibition area. This design offers a tangible contribution through a guided circulation experience, an informative spatial navigation system, and multisensory, interactive educational media. The entire design output is presented as a conceptual prototype and three-dimensional visual modeling, ready to be evaluated for its effectiveness in improving visitor comprehension and comfort.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Wayang Orang,Sriwedari,Pengalaman Pengunjung,Audiens Muda,Experiential Branding, Wayang Orang,Sriwedari,Visitor Experience,Youth Engagement,Experiential Branding
Subjects:	N Fine Arts > NA Architecture > NA6695 Art museums and galleries
Divisions:	Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Katarina Nathaniela Eerste Dewari
Date Deposited:	30 Jul 2026 01:46
Last Modified:	30 Jul 2026 01:46
URI:	http://repository.its.ac.id/id/eprint/139363

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