As part of the inaugural Indonesia Design Week 2024, the Industry Roundtable gathered a diverse array of professionals for a thought-provoking conversation. The session underscored the importance of collaboration and communication between developers, educators, and creatives, while exploring the opportunities and obstacles facing Indonesia’s evolving design sector.
Moderator Alvin Tjitrowirjo opened the discussion by acknowledging the growth of Indonesia's housing and living sector while pointing out the persistent challenges. "We are a community of creative, skilled artisans facing many kinds of hurdles," he said, encouraging participants to share their experiences openly.
Introducing the Panelists
The panel comprised key figures from various fields, each contributing valuable insights:
Fryza Pavita, co-founder of Simpul Group and a seasoned media and PR consultant, drew from her dual expertise in communications and consultancy.
Ferdinand, interior design lecturer at UNTAR, offered an academic perspective on the gaps in design education.
Karina L. Cheung, managing and creative director of Bika Living, brought insights from the lifestyle retail and production sectors.
Marcel Opstal, co-founder of Box Living and an architect with over 20 years in Indonesia, discussed manufacturing and artisanal craftsmanship challenges.
Felix Siddharta, from Cassia Studio, emphasised the importance of envisioning the future of Indonesian design.
Santi Alaysius, co-founder of Domisilium Studio, shared insights shaped by her dual roles as practitioner and educator.
Ipeng Widjoyo, business development director at Agung Sedayu Group and CEO of Indonesia Design District, spoke from a developer's standpoint, focusing on residential and commercial market dynamics.
Bridging the Talent and Skill Gap
Ferdinand voiced concerns about Indonesia's design education system, noting a curriculum bias toward tangible outcomes rather than the design process. "We need designers who understand the process, not just those who can deliver results," he asserted.
He also addressed the generational gap, pointing out that educators are increasingly adapting to Gen Z's evolving mindset. "We often find ourselves adjusting to their way of thinking rather than the other way around."
Santi agreed, stressing that design education must reach beyond classroom walls to inform not only young creatives but also the broader public about design's core principles.
Overcoming Regulatory and Craftsmanship Hurdles
Marcel stressed the urgency of preserving traditional craftsmanship while modernizing to meet contemporary standards. He raised concerns about the aging artisan population. "The average age of artisans is rising, and fewer young people are entering the field."
He called for a rebranding of handmade products, advocating that they be seen as high-value rather than low-cost alternatives. "Handmade should be synonymous with quality," he said, "and our craftsmen should be positioned accordingly."
Ipeng expanded the conversation by addressing market expectations. He noted that smaller housing units often come pre-furnished, while larger homes typically demand customization. This, he explained, presents a branding challenge for local designers who must compete with established global brands.
Rethinking Market Awareness
Fryza highlighted the shifting media landscape and the struggle to monetize traditional formats. With brands increasingly developing their own platforms, she observed a transformation in media's role. "Brands now view media as partners for brand activation, not just channels for information," she explained. She also noted the blurring lines between media outlets and creative agencies, which demands a new, hybrid skill set from media professionals.
The Industry Roundtable reaffirmed the value of open, cross-sector dialogue in addressing the complexities of Indonesia's design industry. The event offered a much-needed platform for sharing perspectives and proposing solutions. As challenges in education, craftsmanship, regulation, and market positioning continue to evolve, one thing remains clear: with sustained collaboration and open communication, Indonesia's design sector holds great promise for innovation and growth.