Sylvara Guitar and Jelajah Rattan

About, Jelajah Rattan is a Bandung-based furniture and home furnishing company that focuses on rattan-based products. Unlike most brands, Jelajag Rattan prioritizes sustainability, not only for the environment but also for everyone involved in the process, from harvesters to skilled artisans. Beyond crafting rattan furniture, they actively participate in cultivation by nurturing seedlings and replanting them in their natural habitats. 

Scope of Work, As Head of Marketing, I was responsible for developing and executing Jelajah Rarttan’s marketing initiative: the launch of Sylvara Guitar one of the sub product of Jelajah Rattan in 2024. To position the product both as a design innovation and a cultural statement, we collaborated with Vivere Group for the official product launch and partnered with Sony Music Indonesia to connect the brand with the music industry. We worked closely with musicians such as Aruma (AMI Award winner for Best Newcomer) and Afif from Soenji, allowing authentic storytelling through creative collaborations and live performances. We also joined Vivere Group’s exhibition to introduce our product to the public, while managing Jelajah Rattan social media channels (website and Instagram) to build a consistent brand voice. Additionally, I led KOL partnerships and community engagement strategies, ensuring that Jelajah Rattan’s message of sustainability resonated with both design and music communities.

Exhibition 1

Musician Collaboration

Exhibition 2 and activation 

Social Media

catalogue

media coverage