Victorinox Returns to Jakarta with Its Second Pop-Up at Kota Kasablanka: Victorinox Experience Hub Blending the Iconic Heritage of the Original Swiss Army Knife™ with Travel Solutions for the Modern Urban Lifestyle

Victorinox Returns to Jakarta with Its Second Pop-Up at Kota Kasablanka: Victorinox Experience Hub Blending the Iconic Heritage of the Original Swiss Army Knife™ with Travel Solutions for the Modern Urban Lifestyle

RETURNING TO JAKARTA: A NEW MILESTONE FOR VICTORINOX

Victorinox, the iconic Swiss brand globally known as the Maker of the Original Swiss Army Knife™, marks another milestone in Indonesia with the opening of its second pop-up store in Jakarta, located at Kota Kasablanka. In collaboration with LUXASIA Indonesia, this latest launch reflects Victorinox’s commitment to strengthening its presence in the Indonesian market through a more immersive, experience-led retail concept—offering an experience that goes beyond conventional shopping.

BUILDING MOMENTUM: CONTINUING THE JOURNEY IN INDONESIA

Following the success of its first pop-up store at Plaza Indonesia, Jakarta, Victorinox continues to deepen its connection with Indonesian consumers. This second pop-up store is part of the brand’s long-term vision to grow alongside Indonesia’s evolving urban lifestyle and travel needs, while reinforcing Victorinox’s position as a trusted companion for every journey and everyday activity.

ROOTED IN HERITAGE: 140 YEARS OF SWISS INNOVATION AND INGENUITY

Founded in 1884 by Karl Elsener in Ibach, Switzerland, Victorinox has spent more than 140 years creating products known for precision, functionality, and enduring quality. Built on strong family values, the company has grown from a small knife workshop into a global symbol of Swiss craftsmanship and reliability.

Guided by the philosophy “design follows function,” Victorinox continues to deliver thoughtfully engineered solutions that help individuals stay prepared for everyday situations, combining heritage and innovation for modern lifestyles.

From the Original Swiss Army Knife™ to premium luggage and backpacks, Victorinox consistently applies its Swiss-engineered approach to create products designed to support both daily mobility and travel journeys.

IMMERSIVE EXPERIENCE: DISCOVER THE WORLD OF VICTORINOX AT KOTA KASABLANKA

As the next evolution of Victorinox’s journey in Indonesia, the Victorinox Experience Hub at Kota Kasablanka is designed as an immersive destination that goes beyond retail. The space invites visitors to get closer to the brand through storytelling, interaction, and hands-on discovery.

The journey begins at the Victorinox Brand Wall, where visitors can explore the brand’s origins, key milestones, and the story behind the name Victorinox—derived from “Victoria,” the name of the founder Karl Elsener’s mother, combined with “Inox,” symbolizing stainless steel.

The experience continues through curated showcases featuring past collaborations and limited-edition Swiss Army Knife™ collections, as well as a travel gear lifestyle wall presenting Victorinox travel and everyday carry products in a more aspirational, lifestyle-driven context.

Visitors can also enjoy interactive product demonstrations to experience firsthand the craftsmanship, material quality, and functionality of Victorinox products. Completing the journey, guests are invited to leave their personal mark on a Jakarta-inspired installation, The Jakarta Skyline, creating a more personal and memorable brand interaction.

Through this shared experience, the installation becomes a symbol of connection, movement, and community—reflecting the spirit of modern urban living while fostering a closer and more meaningful relationship between visitors and the Victorinox brand.

HERO PRODUCTS: DESIGNED FOR EVERYDAY LIFE AND EVERY JOURNEY

Taking center stage at the pop-up, Victorinox showcases its hero products that reflect the brand’s commitment to functionality and design excellence.

One of its most iconic products, the Swiss Army Knife™ Huntsman series, offers 15 practical functions in a compact and durable design made from high-quality martensitic stainless steel—making it a multifunctional tool ideal for both everyday needs and outdoor activities.

In the travel gear category, the Spectra 3.0 collection highlights Victorinox’s expertise in modern luggage design. Made from recycled polycarbonate, it features a front-opening compartment and a self-expandable system that increases capacity by up to 40%, combining sustainability and performance in an innovative design.

Completing the lineup, the Architecture Urban2 Collection presents a series of backpacks designed for urban professionals. It offers 360° protection, optimized storage, and antimicrobial lining with SILVADUR™ technology, making it an ideal choice for modern city mobility and daily use.

DESIGNED FOR JAKARTA: ALIGNED WITH URBAN LIFESTYLE DYNAMICS

As a vibrant, dynamic, and multicultural city, Jakarta provides a highly relevant environment for Victorinox to connect with modern consumers. Through the Experience Hub, the brand reflects the fast-paced urban lifestyle while positioning its products as practical yet refined solutions for everyday urban living and travel needs.

“The lifestyle market in Indonesia continues to show very positive growth, driven by a new generation of consumers who increasingly value functionality and design in the products they choose. They are not only looking for products with purpose, but also for products that reflect their identity and support their daily lifestyle. Victorinox naturally fits into this space by offering solutions that combine heritage, quality, and relevance for modern living,” said Lia Amelia, Country Manager, LUXASIA Indonesia.

“The dynamic urban energy of Jakarta is the perfect setting for this pop-up, allowing Victorinox to connect more closely with the rhythm of city life. Through various engaging activations with Key Opinion Leaders, media, and communities, we aim to create meaningful experiences that further strengthen Victorinox’s relevance with today’s consumers,” added Hendra Purjaka, General Manager – Lifestyle, LUXASIA Indonesia.

BRINGING THE EXPERIENCE TO LIFE: ACTIVATIONS AND ENGAGEMENT

The pop-up launch also features Key Opinion Leaders (KOLs), media, and community partners to create dynamic interactions and bring the Victorinox experience to life. Through curated activations and in-store engagement, Victorinox continues to expand its audience reach while reinforcing its heritage in a more contemporary and socially driven context.

“This Kota Kasablanka pop-up represents a strategic step for Victorinox in strengthening our footprint in Indonesia. It reflects our ambition to build a more connected, experience-led brand environment in the region—bringing purposeful design and everyday functionality into a more immersive brand journey, while continuing to carry the legacy of the Swiss Army Knife™ and further developing our Travel Gear proposition to support more seamless and effortless journeys for modern consumers,” said Donovan Kwek, Managing Director, Greater China, Southeast Asia & South Korea, Victorinox.

VISIT THE VICTORINOX EXPERIENCE HUB AT KOTA KASABLANKA

The Victorinox pop-up at Kota Kasablanka is open to the public throughout the campaign period, offering interactive product experiences and engaging activities for visitors. Guests can explore a range of Swiss-engineered solutions designed to support both everyday life and travel journeys in a more practical and seamless way.

As Victorinox continues to expand its presence in Jakarta, this pop-up represents not only a retail milestone but also an important step in building stronger connections with Indonesian consumers through experience, innovation, and heritage—the core identity of Victorinox today.