Neo Soho

Located at the frontage of Podomoro City, Neo Soho is the first mall in Indonesia to feature an oceanic aquarium as one of its key attractions, introducing the country to a new level of retail experience. The development is situated on the gateway of Podomoro City Superblock as the developer’s monumental property that showcases its excellence in the industry. Beyond the ordinary, Neo Soho offers a new sensation to Jakarta’s high-end shoppers with its exciting deep-sea experience in the midst of Jakarta’s concrete jungle. Connected directly to Central Park, it offers direct access through an iconic pedestrian foot bridge, allowing people to travel from one remarkable lifestyle destination to another with ease.

Our branding solution for this project includes naming, branding, and environmental design. The name contains a word that means “new”, signifying the property’s fresh approach, while the graphic concept created was applied consistently throughout its marketing collaterals and environmental design to build an impressive place identity for its discerning visitors. Our placemaking solution incorporates a pattern that was derived from its brand identity and the shape of a vortex—the main idea behind its architecture. Both elements are combined into a signature visual that leads the way and manages the interaction of people and space.

2012 – 2016
PT Tiara Metropolitan Indah
DP Architects
Naming, Branding, Placemaking