Multi-brand boutique Project X launches

Project X, a multi-brand boutique that caters to young creative minds, has launched at Plaza Indonesia in Jakarta.

From Time International, Project X offers a new take on men’s and unisex casual fashion and lifestyle. Its curated retail concept introduces 22 international brands and includes innovative designs in apparel, bags, shoes and accessories such as sunglasses and watches.

From Australia, Japan, South Korea and the US, the products are displayed in fun and creative surroundings, including a dessert stall, Sweet Monster, which features popcorn soft ice cream.

The store has a palette of white and grey with wooden accents.

“People like to shop and discover edgy pieces, and they like to hang out. It is a lifestyle,” says Time International president director/CEO Irwan Danny Mussry. “We see an opportunity here.”

A second Project X is planned for Pondok Indah Mall 2.

Featured brands at the boutique are Andersson Bell (South Korea), Beyond Closet (South Korea), Blankof (South Korea), BLC & BLC Gray (South Korea), Buddy Happy (Japan), Kapten & Son (Australia), Kiruna (Japan), Lapiz+ (South Korea), Luccica (South Korea), Mascolanza (South Korea), Miel Homme (South Korea), Monofold (South Korea), National Publicity (South Korea), PKG (Canada), Rawrow (South Korea), Riokairyu (South Korea), Salad Bowls (South Korea), Supercomma B (South Korea), Thank You Studios (South Korea), Thread Etiquette (US) and Ul: Kin (South Korea), United by Blue (US).

Founded in the 1960s, Time International manages and runs both multi-brand retail stores – including @Time, InTime, The Time Place and Urban Icon – as well as mono-brand boutiques for such brands as Cartier, Chanel, Chopard, Diesel, Fendi, Fossil, Liebeskind, Poney, Rolex, Tag Heuer and Tory Burch.

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