The Beauty of Indonesian Styles at By The Sea PIK

As the first fashion district in North Jakarta, By The Sea PIK adds to the list of exciting places to discover quality local fashion and beauty brands

When it comes to creative and innovative talents, Indonesia has a growing list of names in many respectable different industries. To name the few, take Nicoline Patricia Malina for example. The famous fashion photographer is known for her photography portfolio and her fashion brand, Lanivatti. Likewise, Kelly Tandiono, who first made her mark as a model like Nicoline also joining the rank with her fashion brand, Cover Me Not. Of course, one could name Itang Yunasz among the established designers with his beloved creations by society members.


On August 26, Itang Yunasz, Nicoline, and Kelly showcased their collection as part of an inaugural trunk show at By The Sea PIK (Pantai Indah Kapuk), a new seaside retail destination in Golf Island PIK by Agung Sedayu Group and Salim Group. This new retail complex has a resort ambiance thanks to its tropical design and semi-outdoor architecture. It surely brings a different atmosphere to any shopping experience.

Its lofty, semi-outdoor circular atrium provided the perfect tropical backdrop for models strutting in Lanivatti by Nicoline Patricia Malina, Cover Me Not x OHMMBYBAI by Kelly Tandiono x Bai Soemarlono, and Itang Yunasz. This event also involved many more Indonesian talents, including Ari Tulang as the show director, Unkle B as the choreographer, Irwan Key as the music director and Ivan Gunawan Cosmetics for the make-up and hairdo.


Among the many local fashion tenants at By The Sea are Cosmonauts, Bloom Et Champs, Mandy’s Shoes, Bateeq, 3 Mongkis, Beatrice Clothing, Saturdays, Optik Seis, Vallice, Callie, Shop by Kami, Sovlo, Neru, Lewis Emma, Buiboo, Bohopanna, Helio, and many more. Meanwhile, there are beauty tenants like Sociolla, Luxcrime, Studio Tropik, LaLaLash, and Nature Republic. Besides retail therapy, this seaside fashion district comes complete with local F&B tenants first to open in North Jakarta: Cold Moo, Milky Way, House of Brooklyn, Lukulokal, Feel Matcha, and Mami Lana Kitchen. Moreover, Bleum Coffee, Amyrea, Teazzi, Eggcetera, and Cloud Cheesecake by Momoiro will also satisfy any food lovers’ cravings.


“Amantara proudly presents its first conceptualized fashion retail complex, By The Sea PIK, not only as a trendy fashion district but also as a comprehensive retail destination integrated with other tourism destinations on Pantai Maju (Golf Island PIK), Pantai Kita (Ebony Island PIK), and PIK2,” says Natalia Kusumo as the CEO Commercial dan Hotels Division 2, ASG – Amantara.

Curated and conceptualised by Amantara, a subsidiary of Agung Sedayu Group, By The Sea PIK aims to help boost the growth of the nation’s creative economy sector. By end of this year, two more destinations will open on Golf Island PIK: Central Market in November and Batavia PIK in December. Local and international visitors will surely find each one of these places a standout with different concepts yet still with Indonesia at their hearts.

Agung Sedayu Group’s Board of Directors
Photo courtesy of Amantara (Agung Sedayu Group)

For more information about By The Sea PIK,, and check out its latest updates and content on Instagram @agungsedayugroupofficial, @bytheseapik and @amantaralifestyle.

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