ISMAYA Group attended IDEAFEST 2026, Indonesia’s largest creative festival, which marked its 15th year and ran from the 4th to the 6th of September at the Jakarta Convention Center, with a retail booth featuring a citywear collection in collaboration with Tenue de Attire.
Over two decades, ISMAYA had grown from a single venue into Indonesia’s largest and most diverse lifestyle and F&B ecosystem, serving millions of guests across dining, nightlife and events each year. The refreshed identity marked the group’s next chapter — a look designed to feel as dynamic as the community it served while keeping intact the two things that had defined ISMAYA from the start: an uncompromising commitment to quality across every brand, and the guiding philosophy behind it all, “Creating the Good Life.”
The booth doubled as guests’ first hands-on look at ISMAYA’s renewed spirit, brought to life through an exclusive ISMAYA x Tenue de Attire merchandise line. Beyond shopping the collection, visitors could grab a coffee at a dedicated Djournal Coffee pop-up and watch their pieces being personalised on the spot through a live embroidery station — turning a retail visit into a small ritual of its own.
The concept aligned naturally with IDEAFEST’s theme that year. ReHumanize called for reclaiming what technology could not replicate, and the booth answered with something tactile: a live-embroidered patch, a shared cup of coffee, and a face-to-face moment of discovery — reminding guests that some experiences were still worth showing up for in person.
More than a retail moment, the booth was where ISMAYA’s next chapter met its community face to face, letting people see, touch and wear the new look for themselves.