What do you get when a lifestyle group, a fashion label and a coffee shop share a space? At IDEAFEST 2026, ISMAYA Group had a pretty good answer: a booth where a new collection, good coffee and a little personalisation made for an easy stop during the festival.
Held from 4 to 6 September at Jakarta Convention Center, the 15th edition of IDEAFEST filled the venue with Indonesia’s creative community for three days of ideas, conversations and new discoveries. ISMAYA joined the mix with Tenue de Attire, introducing an exclusive merchandise line that showcased the group’s refreshed visual identity through a range of everyday city-wear pieces.
The clothes were made for everyday city life, but the booth had more going on than a collection on display. A Djournal Coffee pop-up offered coffee breaks throughout the day, while a live embroidery station allowed selected pieces to be customised on the spot. The process added an interactive element to the collection and gave visitors a chance to make their chosen piece their own.
The hands-on experience also connected naturally with this year’s “ReHumanize” theme. In a festival exploring what technology cannot replicate, there was something fitting about watching an item being customised in real time, having a conversation across the booth and enjoying a coffee away from a screen. The experience was simple, but it brought the focus back to the human side of creativity.
For ISMAYA, the IDEAFEST appearance also marked a new chapter in a story that began with a single Jakarta venue in 2003. More than two decades later, the group has grown into one of Indonesia’s largest lifestyle and F&B ecosystems, with 144 venues across Indonesia and three international outlets in Dubai, spanning 22 cities worldwide.
The group’s portfolio now spans dining, nightlife, wellness, events and entertainment. “Creating the Good Life” continues to guide its philosophy. The partnership with Tenue de Attire brought that idea into a different setting, with city wear becoming another way for ISMAYA to connect with contemporary Jakarta life.
IDEAFEST gave the group room to experiment with that idea. The collection, Djournal Coffee pop-up and live embroidery station made the booth feel distinctly different from ISMAYA’s usual spaces, while still staying close to the lifestyle at the heart of the group.
For further information about the merchandise line, visit ismayagroup.com or follow @ismaya and @tenuedeattire on Instagram.
