JAKARTA. When Ind.Ustrie coffee shop was first opened in the Sector 7 area of Bintaro Jaya, on the outskirts of Jakarta in 2014, the area was far from the bustling commercial zone it has become.
Ind.Ustrie is one of a bunch of new trendy hang-out spots in Bintaro, one of the oldest and the most popular residential areas in Jakarta.
“Bintaro is an old residential area but [the Sector 7] area is quite new and it has become very popular over the past two years because, compared to other Bintaro areas, it is closest to South Jakarta,” Ind.Ustrie spokeswoman Janne Mulia told The Jakarta Post at the coffee shop recently.
The Bintaro Sector 7 area is also directly connected to South Jakarta by the BSD–Pondok Indah toll road.
Ind.Ustrie is nestled among various shops and offices in the Kebayoran Arcade 2 commercial strip mall. Located at the corner of the compound, it faces open land, allowing patrons to hang out and relax with rare green scenery in the concrete jungle of Greater Jakarta.
“Hanging out in Bintaro is no less cool than hanging out in Jakarta. This place is greener and nicer,” she said.
To attract youngsters, its target consumers, the coffee shop holds regular DIY photography workshops, among other events.
Devi, a general practitioner who lives and works in Bintaro, said she frequented the coffee shop because she wanted to avoid the traffic of downtown Jakarta.
“Being caught in a traffic jam, particularly on weekends, is the last thing I want,” she said.
Another rising “it” spot in Bintaro is Lot 9, which has become popular in just six months time.
“We serve an average of 400 to 500 customers a day,” said Bahar, a Lot 9 manager.
Unlike most trendy restaurants in Jakarta, which are located in shopping malls or on busy streets, Lot 9 is located on a among huge trees, creating a literal breath of fresh air.
“Customers look very relaxed and comfortable here,” said Bahar, who has worked at other restaurants under the same management in downtown Jakarta.
“As a market, Bintaro has steadily grown over the past years. It is very promising,” he pointed out.
Located in the city center of Bintaro Jaya, both Ind.Ustrie and Lot 9 have started opening earlier, serving breakfast for those commuting to work.
Tarumanagara University urban planning expert Suryono Herlambang said that Bintaro Jaya, spread among 2,000 hectares of land in the southern part of Jakarta, had shed its reputation as a merely residential area.
“It was not initially designed as a new town. It developed itself from residential area into a new town. It is slightly different to Bumi Serpong Damai, which was a planned community,” he said.
After 36 years, second-generation Bintaro residents have grown up and are now contributing to the area’s economy, both as entrepreneurs and as part of the target market of consumers.
Herlambang said the establishment of the BSD–Pondok Indah toll road, which opened access to the area, had also contributed to the area’s economic rise.
“Back then, the area was connected to downtown Jakarta via Jl. Veteran [South Jakarta]. But with the toll road, even the outer parts of Bintaro have direct access to downtown, so it has become a new city center and a new object of investment,” he said. (Sita W. Dewi)
