The Haluu Life
Forbes Indonesia|January 2020
Haluu makes good business from Instagrammable exhibitions.
Marella Putri and Putri Aimee Srijaya

As ecommerce becomes the newest convenient choice for shoppers, the main purpose of malls has been gradually changing. Now, instead of shopping, people tend to go to malls for experiences that they cannot get on smartphones. According to property consultancy company JLL, two of the growing attractions that malls provide to attract visitors are art exhibitions and photogenic installations. Exhibitions have generated a buzz on social media and driven traffic to retailers’ venues. For customers, these exhibitions offer fresh experiences and a new escape to look out for in the bustle of city life. This tendency seems to follow similar trends abroad, for example, the Bubble Tea Factory in Singapore and Selfie Museum KL in Kuala Lumpur; And the pioneer in Indonesia is Haluu World.

“We perceive Haluu as a lifestyle. In Jakarta, there is only so much you can do—sit around, gossip, and go to the movies. So, we want to make a lifestyle, a new attraction to engage with in Jakarta,” says Dio Saituro Santoso, COO of PT Mari Haluu Bersama (Haluu World).

Haluu started as a joint “experiment” between six cofounders: Andrew Lamadong, Andre Tanuwijaya, Antonius Chandra, Dio Santoso, Kevin Pudjiadi, and Norine Wibowo. The founders say the inspiration for the business comes from Disneyland theme park.

Haluu’s first exhibition was held over three months in December 2018 at the upscale shopping mall Plaza Indonesia in Jakarta.

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