Indonesia‘s retail landscape has been heating up for quite some time, seeing not only the top and middle segment expand with the arrival of new brands from overseas, but more interestingly, also an increasing number of homegrown names stepping up their game through design-led retail endeavours. Founded only in 2020, Indonesian eyewear brand Project Soul has since gone leaps and bounds, resonating well with a young and savvy demographic, and sustaining growth with striking retail spaces. Following the inauguration of stores in Bandung and Jakarta, the newest Project Soul store has opened its doors in the country’s second biggest city—Surabaya. The company has secured a unit on Level 1 at Ciputra World, a leading shopping centre situated in the largely residential Dukuh Pakis neighbourhood.
The store sees an interior design by architects Brian Gondokusumo and Julia Jules of Jakarta-based interior design and architecture practice GondoJules. The setting is anchored by a deconstructed eyewear frame which meanders across the store like a modern art installation, albeit fragmented, abstracted, and last but not least, magnified. Walls are clad in floor-to-ceiling slabs of mirror, reflecting the installation and adding a visual dynamic. Lining the walls of the store are shelving units crafted from agate and with contrasting colourful bands which reference acetate, metals, and minerals, the essential materials found in sunglasses. Concealed in a separate room with pothole windows, a full-fledged eye measuring station can be found. The new Project Soul store carries the full range of optical frames and sunglasses. © superfuture
Project Soul
Ciputra World, Jalan Sungkono 89, Shop 28-30 (Dukuh Pakis)
Surabaya 60225
Telephone +62 877 15015068
Daily 10am-10pm
Publishers Note
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