Jakarta, 5 September 2023 – President Joko Widodo and First Lady Iriana Joko Widodo welcomed ASEAN state leaders, ASEAN partner countries' leaders, and representatives of international organizations of the 43rd ASEAN Summit in Jakarta on 5-7 September 2023 at the Jakarta Convention Center (JCC) lobby decorated in tropical rainforest theme.
Similar to the organization of several international events in Indonesia, the committee has carefully prepared the branding and beautification of the event venue as part of an effort to design experiential branding for all participants and guests and to strengthen Indonesia's nation branding in the eyes of international communities.
In the lobby area decorated with tropical rainforest theme with a large background screen displaying the Ibu Kota Nusantara (IKN), President Joko Widodo and First Lady Iriana received guests from neighboring countries on Tuesday (5 September) at around 09.00 a.m. Western Indonesian Time (WIB). After greeting the arriving representatives of states, they took group photo at the forest area.
The welcoming area serves a significant point in designing the experiential branding because it will be the 'first experience' for the guests before engaging in their activities in Indonesia.
"The unique design in the welcoming area can set the mood, which is expected to bring a positive impression on the overall organization of the Summit," said Elwin Mok, Visual Creative Consultant for the 43rd ASEAN Summit 2023.
According to Elwin, the design in the welcoming area is to present Indonesia's tropical rainforests and waterfall at the JCC lobby which is located at the heart of the metropolitan city of Jakarta.
"This design angle reflects how Indonesia and ASEAN, according to the theme 'ASEAN Matters: Epicentrum of Growth', continue to be committed to preserving nature and balancing ecosystems for a better future for the world," said Elwin.
The close cooperation between ASEAN countries gives is like a spring that continues to fertilize world growth. Combined with a large background screen displaying the silhouette of the Presidential Palace at Nusantara Capital City (IKN), the welcoming area simulates a back-to-nature experience.
Dina Touwani, a florist and decorator, explained that the concept for beautification of the venue done at JCC was initiated from the G20 Summit in Bali.
"At the G20 Summit, our task is to embellish the Garuda Wisnu Kencana (GWK) area for the gala dinner. At this ASEAN Summit, we want to present something aesthetic without changing much of the building structure. The idea is to bring forests into the room," said Dina, who is in charge of greenery arrangements in the welcoming area for state guests.
According to Dina, the rainforest and the IKN as a background reflects Indonesia's future, which continues to prioritize nature sustainability and a green environment.
Dina revealed that she is faced with many challenges in arranging the welcoming area, including in hunting for specific types of forest plant species, large trees to arrange an indoor rainforest, and adding elements of water and aquatic plants in an air-conditioned room.
She managed to display hundreds of types of plants and trees in the miniature forest covering an area of about 2,000 square meters, such as ferns, orchids, randu wood, palms, lontar palm, blackboard trees, mahogany trees, banyan trees, angsana or sena tree, and ironwood.
"We searched for plants and trees through research and went directly into the forests around West Java. Some plants and trees are rented and some others are purchased. We also empower farmers to supply plants," he said.
Dina thanked the local flower farmers from Jakarta, Tangerang, Bogor, and Lembang for their help and contribution to the tropical rainforests at the 43rd ASEAN Summit.
“Our highest appreciation goes to all the flower and plant farmers who have helped create this tropical rainforest. Their cooperation is truly extraordinary," she said.
Dina and her team took one month to prepare the tropical rainforest and six days to arrange them. "We designed this rainforest as natural as possible. We also highlighted Indonesian orchids in this forest," she said.
Dina herself has started her hobby to arranging plants since she was small. She has also been working as florist and decorator for 25 years. Outside this event, she and her team usually work on wedding flower arrangements.
"I have been involved in state events of national and international scales in President Soeharto's and President Habibie's tenures. Also, in President Joko Widodo's tenure for the ASEAN Summit," Dina concluded.
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For more information, please contact:
Director General of Public Information and Communications of the Ministry of Communications and Informatics – Usman Kansong (0816785320).
Get more information at http://asean2023.id, https://infopublik.id/kategori/asean-2023, and https://indonesia.go.id/kategori/ragam-asean-2023
Photo caption: President Joko Widodo (second right) accompanied by First Lady Iriana Joko Widodo (right) welcomes Cambodian Prime Minister Hun Manet (left) with First Lady Pich Chanmony at the welcoming area of the 43rd ASEAN Summit at the Jakarta Convention Center, Jakarta, Tuesday (5 September 2023). 2023 ASEAN Summit Media Center/Aditya Pradana Putra/aww.