Sinar Mas Land and Ararasa develop new mall "Eastvara"

Tangerang (ANTARA) – Sinar Mas Land together with Ararasa developed the newest mall in BSD City Tangerang Banten called EASTVARA on 4.8 hectares of land with the tagline “The Light of Asia” with a fresh, modern and aesthetic concept inspired by the exotic luxury of Asian culture.

“We are targeting this newest lifestyle commercial center to be operational in the second quarter of 2024,” said Commercial BSD Sinar Mas Land CEO Anna Budiman in her statement after the groundbreaking ceremony in Tangerang, Saturday.

He explained that demand for retail space and premium shopping centers had increased, so Sinar Mas Land together with Ararasa developed the newest mall. In the future, EASTVARA will have a large captive market because it is surrounded by 14 residential areas, 60 clusters, up to 10,000 densely populated houses and is dominated by young people/millennials.

Apart from that, the growth of the retail sector in Indonesia is starting to increase positively. This occurs as the economic sector begins to recover and community activities gradually return to normal.

Based on data reported by the Indonesian Retail Entrepreneurs Association (Aprindo), retail sales performance growth in 2023 could reach around four percent or in line with Indonesia’s economic growth which is estimated at 5.5 percent.

“The cooperation between the two companies has been agreed upon through the signing of a memorandum of understanding in 2022,” he said.

The Main Director of EASTVARA, Surya Adil Wijaya, explained that this project is the first pioneer in the West BSD City area in meeting current entertainment needs for the Serpong area and its surroundings.

The open mall concept with a modern architectural concept is one of EASTVARA’s strengths where we collaborate with renowned architects from Thailand to make this happen.

Carrying the tagline “The Light of Asia”, EASTVARA is designed with a fresh, modern and aesthetic concept inspired by the exotic luxury of Asian culture.

The newest mall stands with a building area of 2.3 hectares and has an open green space of 1 hectare, as well as a parking area of 1.6 hectares.

The presence of EASTVARA provides a new color for the dynamic business industry, various leading retail brands including Giant will also complement this shopping center.

EASTVARA Mall is divided into four zones, namely Urban Groove, Spring Ville, The Light Atrium, and Sunset Boulevard. In the main area there is an Urban Groove zone with interior design tailored to the tastes of young people to brighten up several retail tenants, as well as a row of iconic art installations which are updated regularly.

Then there is the Spring Ville zone which is designed with bright colors, very suitable for visitors who want to pamper their little ones.

“This area is equipped with various F&B tenants, fashion and children’s play centers,” he said.

Next, The Light Atrium zone allows you to enjoy various special performances on stage. This area is equipped with a range of contemporary retail that can pamper the eyes of visitors, such as modern cosmetics and gadgets.

Meanwhile, the Sunset Boulevard zone presents a line of F&B tenants on a more minimalist scale selling tempting dishes to visitors. This area is also supported by architectural touches typical of Asian culture, one of which is a garland of pink tabebuya (trumpet) trees.

In the afternoon, visitors can also enjoy spectacular and instagrammable sunset views from every corner of the mall.

EASTVARA is in a very strategic location and can be accessed via the Serpong-Balaraja Toll Road Section 1A which is already operational, the Jakarta-Merak Toll Road (Kebon Jeruk Toll Road) and the Jakarta-Serpong Toll Road which is integrated with the Kunciran-Serpong Toll Road, JORR 2 Toll Road (Pondok Indah Toll Road). ), and others.

“In the future, EASTVARA will also be integrated with various public transportation options starting from the BSD City feeder bus, BSD City Shuttle, and Commuter Line trains via Cisauk station,” he said.