#TITLE_ALTERNATIVE#

• Main Author: Octarina (NIM 271 04 011), Rullya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/9169
• Institution: Institut Teknologi Bandung

Abstract: <br /> <br /> <br /> <br /> <br /> Nowadays, issues about the contemporary in aesthetics, architecture, and philosophy have become a broaden phenomenon. The globalization affects many aspects of human lives throughout the world, including the contemporary condition that is influenced by the capitalism, where the system of consumption is the main concern. This system of consumption gives rise to a revolution in the flourishing of the malls and shopping center. <br /> <br /> <br /> <br /> <br /> <br /> In the realm of design and architecture, the contemporary as a style becomes a mode in producing a unique identity, a distinctive quality, by means of the visual elements. Indonesians with shopping motivation have a predilection towards recreation; thus, the visual aspect becomes an attracting factor for consumers in choosing shopping malls. <br /> <br /> <br /> <br /> <br /> <br /> This research intends to observe the application of contemporary style in interior design as an attraction for the consumer. Ex Plaza Jakarta and Pondok Indah Mall 2 Jakarta are selected as study cases because they successfully provide the suitable place for the target market in the diverse culture of Jakarta. <br /> <br /> <br /> <br /> <br /> <br /> This study describes the interior style of shopping malls, using the contemporary style theory and consumer behavior theory as approaches to discover the extent of the attracting power of contemporary style-with its various visual elements-to draw the consumers to visit a shopping mall; these consumers are hoped to be shopping in the shopping mall, and would eventually increase the selling points and shapes a positive image in the society. <br /> <br /> <br /> <br /> <br /> <br /> The analysis shows that through the elements relating with colors and the contrast shape of the elements of space, the contemporary style has become a factor that attracts the consumers to visit and shop in the shopping malls. <br />