Indonesia’s largest lifestyle and food and beverage ecosystem, ISMAYA Group, made a notable appearance at IDEAFEST 2026. Running from 4 to 6 September at the Jakarta Convention Centre, the 15th edition of the creative festival served as the stage for ISMAYA to reveal its renewed spirit and visual identity to the public.
Moving beyond a standard corporate presentation, the group brought its refreshed ethos directly to its community through an interactive retail space created in collaboration with the streetwear label Tenue de Attire.
Founded in Jakarta in 2003 by Bram Hendrata, Brian Sutanto, and Christian Rijanto, ISMAYA started with a single venue and a straightforward belief: a city deserves spaces where excellent food, drink, music, and design meet to build lasting memories.
Over two decades, that initial venture expanded into a wide-ranging hospitality network. Today, the group operates 144 venues across Indonesia alongside three international locations in Dubai, spanning 22 cities globally with popular concepts such as Djournal Coffee, Kitchenette, The People’s Cafe, and Social House.
Throughout this growth, the organization has remained anchored to its core philosophy of “Creating the Good Life”.
The updated identity marks the next phase of the group’s journey, offering a design that mirrors the energy of its audience while maintaining its focus on quality and genuine hospitality. Rather than launching the change solely through traditional media, ISMAYA invited festival visitors to experience the shift firsthand.
The collaborative booth offered guests an immediate look at the updated brand identity through an exclusive ISMAYA x Tenue de Attire city wear collection.
Attendees could browse the apparel, order a drink at a dedicated Djournal Coffee pop-up, and have their newly purchased items customized on the spot at a live embroidery station. This setup turned a typical retail transaction into an engaging personal experience.
This hands-on approach aligned naturally with this year’s IDEAFEST theme, “ReHumanize,” which encouraged creators and brands to focus on meaningful real-world interactions that technology cannot replicate. ISMAYA responded with tangible elements: custom embroidered patches, freshly brewed coffee, and direct face-to-face conversations.
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