Peruri Properti appoints agency to conceptualise creative hub at Kota Peruri

As Jakarta’s Blok M continues to evolve into a destination for culture, entertainment and creative communities, Peruri Properti has appointed integrated marketing consultancy GEMA Worldwide to explore how its property portfolio can play a larger role in the district’s rejuvenation.

The collaboration centres on a longer-term plan to develop Kota Peruri and its Peruri Heritage assets into a creative hub that goes beyond conventional venue hire, with community engagement and recurring programming at its core.

The ambition comes at a time when Blok M is attracting a growing mix of creators, communities, brands and cultural activities. With the positioning that “Semua ada di Blok M” (“Everything is in Blok M”), the company is seeking to ensure one of the district’s largest venue operators does not miss the opportunity to connect with and engage these communities.

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Rather than developing a single-purpose creative venue, GEMA Worldwide is helping Peruri Properti explore an “event compound” concept designed to accommodate small- to medium-sized audiences across multiple spaces. The proposed environment would combine different visual and experiential identities, from technology and elegance to bold, playful creativity, alongside green spaces represented by Taman Kota within Kota Peruri.

The approach is intended to give brands, communities and organisers greater flexibility to use the compound for different types of activities, while creating opportunities for audiences to return regularly rather than only for one-off events.

“We believe that a good space is not only built from the infrastructure side, but also from understanding the needs of its users. Therefore, we appreciate GEMA Worldwide for facilitating dialogue with various creative industry players to provide input for us in designing a more inclusive, relevant area that can contribute to the development of Indonesia's creative industry,” said Fakky Ismail Hidayat, director of Peruri Properti.

The initiative began with an industry discussion facilitated by GEMA Worldwide, bringing together event and wedding organisers, creative communities including INFIPOP, Minutes of Manager and Endgame Townhall, podcast creators and other players from Indonesia’s creative ecosystem.

The discussions explored what creative communities need from physical spaces, including flexible formats, sustainable collaborative programmes and venues capable of becoming active community destinations throughout the year.

The insights are being incorporated into the wider development of the property, which includes the multifunction hall at Peruri Heritage, with capacity of up to 500 people, a mezzanine hall for around 100 people, and flexible spaces for conferences, product launches, workshops, exhibitions, performances and community activities.

The strategy also leaves room for brands to become more deeply involved in the development of the space. GEMA Worldwide said the project is open to co-management partnerships with brands, as well as support for recurring monthly or annual events designed to strengthen offline engagement.

This creates a potential model in which the property functions not simply as an event venue, but as an ongoing platform connecting brands with communities through physical experiences and repeat programming.

“As a first step, we believe that the best collaboration always starts with listening. That is why we opened a dialogue with creative communities to ensure that every structure and activity model developed can meet the needs of the audience. We hope this collaboration can become the foundation for a creative hub that is not only a place for activities, but also a space for ideas, innovation and cross-sector collaboration to grow,” said Eveline Anastasia, founder and CEO of GEMA Worldwide.

For GEMA, the opportunity is ultimately about making Kota Peruri an active part of Blok M’s changing creative landscape, rather than allowing its substantial venue capacity to sit outside the communities driving that transformation.

The goal is to build a more open and adaptive destination where events, communities and brands can interact repeatedly - turning Kota Peruri from a place to hold events into a platform for sustained creative and commercial engagement.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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