ASIATODAY.ID, TANGERANG — Indonesia is stepping onto the global design stage with a bold new approach. No longer content with simply showcasing furniture products, the country is advancing a larger ambition: to position itself as a strategic partner within the global design industry.
Through the participation of Indonesia Design District (IDD) PIK2 at Salone del Mobile Milan, taking place from April 21–26, 2026, Indonesia introduces a new narrative—one where design is not merely about aesthetics, but about values, systems, and a fully integrated ecosystem.
From “Made in Indonesia” to “Designed & Built with Indonesia”
According to IDD Pavilion curator Alvin Tjitrowirjo, Indonesia’s positioning in Milan this year has been deliberately redefined.
“Indonesia is no longer framed as a producer of low-cost goods. Instead, it is presented as a nation offering high-value design, rooted in premium materials, refined craftsmanship, and compelling storytelling,” he said on Thursday, April 9, 2026.
This shift transforms global perception. Indonesia is not just selling furniture—it is offering end-to-end solutions, spanning design, production, and integration into large-scale projects such as hospitality, residential developments, and public spaces.
“House of Indonesia”: A Living Design Ecosystem
Carrying the theme “House of Indonesia,” the IDD Pavilion is conceived as a representation of a holistic design ecosystem.
The interior, designed by Santi Alaysius, features a central tumpeng-inspired installation—a symbolic expression of collaboration and unity. Products are arranged this centerpiece, creating an immersive spatial experience rather than a conventional product display.
“This approach reinforces Indonesia’s message: design is not just about objects, but about experience, culture, and connection,” she said.
Indonesia’s enduring strength lies in its rich natural materials, particularly wood and other organic resources. The challenge, however, is ensuring these materials remain relevant and competitive in the global market.
By combining traditional craftsmanship with contemporary design thinking, Indonesia is positioning its materials within a future-oriented design language.
Rising Designers Ready for the Global System
The IDD Pavilion features 13 emerging Indonesian designers, selected not only for their aesthetic capabilities but also for: Conceptual thinking, Strong design narratives, and Potential for industrial collaboration.
They are positioned not merely as independent creators, but as talent ready to integrate into the global design system.
Indonesia’s participation is supported by a range of national and international institutions, including: Ministry of Creative Economy (EKRAF), Ministry of Trade of the Republic of Indonesia, Indonesia Design Development Centre (IDDC), Indonesian Trade Promotion Center (ITPC) Milan and Embassy of the Republic of Indonesia in Rome.
This multi-stakeholder backing underscores a unified effort to elevate Indonesia’s global design positioning.
Salone del Mobile: More Than a Showcase
As the world’s largest furniture exhibition, Salone del Mobile Milan is not merely a showcase—it is a global positioning arena.
With an exhibition scale spanning over one kilometer and serving as a central hub of the international design industry, Milan demands more than just good products—it demands vision, identity, and strategy.
Indonesia’s presence at Salone del Mobile 2026 signals a critical shift: design is no longer a complement—it is a strategic instrument of nation branding. (Silvia Andriani)
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