Urban Community Shopping Trends, Malls Now Become Modern Lifestyle Centers

JAKARTA - The urban community currently no longer sees shopping centers or malls as just a place to shop for daily necessities.

Now, many malls have evolved into multifunctional spaces that combine spending, entertainment, and social activities. This trend can be seen from various thematic events and programs held by major malls in the capital, including Kuningan City Mall which held KR12TMASVERSARY to celebrate its 12th birthday.

Malls no longer only contain a row of shops, but also offer experiences that meet the modrn lifestyle. These changes reflect how people's lifestyles develop, especially with the increasing need for entertainment, comfort, and social interactions in one place.

At KR12TMASVERSARY, for example, Kuningan City Mall carries the concept of Time Machine to connect across generations. This event displays music entertainment from intergenerational artists such as IWA K and Neo (millennials), Marcello Tahitoe (Gen Z), to Sal Priadi who are popular in various circles.

Music is an important part of modern shopping experiences, which not only attract visitors but also create collective memories.

Shopping is now not only a matter of buying goods, but also about the experiences that accompany it. Modern people increasingly like programs that provide added value, such as direct discounts, gifts, or unique experiences.

In a series of KR12TMASVERSARY events, several programs reflect this trend, such as special SURPR12ES where visitors can shop with certain nominals to get additional vouchers. This is a form of appreciation to customers who combine shopping needs with direct profits.

Then there is also KR12TMAS TREATS in the form of a Christmas holiday promo that combines holiday themes with shopping incentives. This trend shows urban consumers tend to appreciate shopping experiences that are not only efficient but also provide added value, especially in special moments.

Apart from shopping and entertainment, modern people are also looking for space to express their active lifestyle. Kuningan City Mall, for example, involves local communities in events such as events for running and bicycle sports lovers to be able to gather and carry out activities together.

This kind of activity reflects the shift in mall roles to a wider lifestyle center. By accommodating community interest, malls strengthen its relevance as an inclusive public space.

The trend of spending in modern society also shows that shopping centers are not only places for transactions, but also social spaces and lifestyles. By combining spending, entertainment, communities, and technology, malls are able to provide relevant and interesting experiences for generations.

"We don't just celebrate his birthday, but also celebrate Christmas moments with various spectular shopping promos. In addition, this theme is also a means to connect the past and the present and strengthen our position as a relevant and growing shopping center, and can become a destination that can be visited by across generations," explained Christopher Hardja as Center Director of Kuningan City Mall at a press conference in Jakarta, some time ago.