Rex Cokrowibowo, the head of Panca Group and CEO of Galleria, reflects on a legacy that spans four decades since the establishment of the group. What began with the first showroom in Pondok Indah Mall in 1993 soon evolved with the opening of a second location at Jakarta Design Center in 1995, signaling a growing presence in Indonesia’s interior and lifestyle industry. On the eve of launching the new Galleria showroom in Surabaya, Indonesia Design speaks with the CEO about the new place, the market, and what the future holds for the brand.
Galleria is dedicated to creating a boutique-style experience, where every display is thoughtfully curated to spark ideas and help visitors envision a pleasant, comfortable living environment. Much of this success stems from Galleria’s commitment to offering tailored consultations, personalised solutions, and a high standard of service. This approach has been especially impactful in Surabaya, where clients often seek very specific products and brand selections, and Galleria has consistently risen to meet those expectations.
On Moving to a New Showroom
After many years in the previous location, the question naturally arises, why move now? For Rex, the answer is rooted in timing and intuition. “There is a time for everything,” he explains. The plan was initially to renew the lease, but when negotiations did not align with the landlord, he took it as a sign to pursue a new chapter. Then came the discovery of the building on Jalan Arjuno. All it took was a quick visit to assess its condition, which led to an almost instant decision to acquire it. The structure, originally a restaurant, was remarkably well-preserved, and its façade already exuded the grandeur associated with Surabaya's classical, luxurious aesthetic.
What truly captivated him, however, were the architectural details. He was determined to maintain the building’s character and added the dramatic round staircase that anchors the interior. To build on that foundation, he turned to designer Harry Fatkan, someone he trusted to strike the right balance between classic elegance and modern sensibilities.
As the redesign evolved, so did the vision. Rex requested a fresher, more contemporary interpretation, something that didn’t merely look impressive but felt alive. The new Galleria, he emphasized, should feel like a celebration: a place where design, emotion, and experience converge the moment a visitor steps inside.
On the Concept
In this industry, we sometimes forget that what feels familiar to us can be overwhelming to customers. While we are immersed in the world of design on a daily basis, it's important to remember that not every customer entering a showroom fully comprehends the concepts of style, proportion, and aesthetics. Many customers, especially those who are more technical than visual, struggle to picture how a shower, a closet, or even a faucet will actually look once installed. If a product is displayed only on a panel, they often can’t imagine its function or how it fits into their home.
That is why our concept mirrors the experience of walking through a real house. We present products in complete settings that are easy to understand, even for walk-in customers without an expert consultant. Each bathroom in the showroom is designed differently to represent a lifestyle: glam classic, lounge-style, cosmopolitan, modern living, and more. This approach makes it easier for customers to visualize the space, explore possibilities, and confidently choose the design, colours, and materials that best reflect their taste.
On the Ambiance
The idea behind the design is to make the showroom feel more like a home. That’s why the first floor adopts a completely neutral concept; it doesn’t highlight any specific brand. True to the name “Galleria,” the space functions like an art gallery, accompanied by music that enhances the experience of viewing the products on display. It’s not about saying, “This is Kohler” or “This is Grohe,” but about appreciating beautiful, exclusive pieces for what they are.
The neutrality also allows us the flexibility to refresh the space over time. Each year, we can update themes, mock-ups, or colour palettes based on current trends, for instance, this year’s terracotta tone. Because of that approach, even though we work with many key brands, none of them dominate the first floor; they’re introduced upstairs instead.
On Surabaya Market
I’ve observed a noticeable shift in the Surabaya market. Although the change came later than in Jakarta, the pace of development here is now accelerating rapidly. With greater exposure to global influences, especially among the younger, tech-savvy generation who are active on social media and many of whom have studied abroad, the mindset has evolved. In my view, Surabaya today is almost on par with Jakarta in terms of taste and design awareness.
What’s interesting is how consumer priorities have transformed. Previously, the first questions were always about quality, durability, and the country where the product was made. People now prioritize aesthetics and innovative functional features. If they see a design they love, whether it’s from Kohler or any other brand, they’re ready to buy. The visual appeal has become just as important as performance.
On Galleria Today
In earlier years, many people associated Galleria with the brand believed to be primarily focused on bathrooms. And while Galleria earned a strong reputation over the past decade for offering premium sanitary products, the vision has since expanded. Today, the goal is for visitors to experience Galleria as a complete destination that reflects an entire way of living rather than a single product category. Galleria now operates as a multi-brand, multi-lifestyle platform, guided by the new tagline, “lifestyle to be defined.” It’s a reminder that Galleria is no longer just about bathrooms; it’s about understanding how people want to live and providing solutions that elevate every aspect of their home.