New brand persona at Executive’s Puri Mall store in Jakarta

The brick and mortar store space is where a brand can practically wear its personality on its sleeve - a place where brand ethos and experience come together to form a cohesive narrative that speaks to the discerning consumer. 

For Delamibrands, one of Indonesia's leading fashion retailer groups, its newly launched store concept for brand Executive, a youth-spirited daily wear brand, located at the Puri Mall,  Jakarta, is all about conveying its evolving brand personality and identity. The new store was essentially designed to enhance customers' needs and experiences. 

The team at Executive collaborated with London based Dalziel & Pow to create a store space that resonated with their customers’ lives. 

Central to the store design objective was conveying the idea that the world is changing and so is the brand Executive. With its rebrand from ‘The Executive’ to ‘Executive’ in 2022, the brand has been continuously evolving. The 489m2 Executive store was thus renovated and enlarged to signify their commitment to transformation and innovation, while engaging with their customers. 

Tiffany Farial, Creative Lead - Delamibrands, said, while expressing her enthusiasm about this new chapter for Executive, "We are very excited about our next chapter for Executive. As the lives of today's career people are changing, we are changing along with them. By creating a store environment that resembles a lifestyle or hospitality space, we hope this store reflects our brand's renewed mission, which is to cater to the needs of the modern career person in any industry."

She added, "We aim to create an edited, inspirational, and connected retail experience that reflects our customers' multifaceted, aspirational lives." And that is exactly what the team at D&P delivered.

Executive's new store also offers alteration services and the convenience of collecting online-purchased items in-store.