TACO returned to IndoBuildTech Expo 2024 with a bold, customer‑first statement: creativity thrives when people can touch, feel, and live with design. Across five bustling days at ICE BSD City, the Indonesian interior solutions brand transformed its booth into an immersive, high‑touch experience that fused luxury atmosphere with hands‑on discovery—an appreciation letter to loyal customers and a promise of what’s next.

A luxury lens on “Creativity Without Limits”

I walked into a mood steeped in dark‑bronze: warm, elegant, and quietly theatrical. This year, TACO reprised its long‑running collaboration with designer Kezia Karin, asking her to reinterpret the brand’s “Creativity Without Limits” spirit through a more refined, cocooning language. Where last year’s booth pulsed with funky vibrance, 2024 shifted to a nuanced luxury—one that invites you to slow down, notice textures, and consider how materials shape daily life.

Vice President of Brand Marketing & Corporate Communication, Anastasia Tirtabudi, framed it simply: invite visitors back to experience TACO products directly, deepen connections with users, and celebrate loyal customers by making the booth itself an expression of TACO’s best. It’s a strategic bet that feeling materiality—grain, sheen, weight, and durability—converts curiosity into conviction.

Kezia’s installation reads like a three‑act journey, each space choreographed for a different mode of engagement: the reveal, the exploration, and the exhale. The palette anchors the senses; lighting is restrained but intentional; and surfaces carry the narrative.

Three zones, one invitation to explore

• The Entrance: A threshold that sets the tone—polished, poised, and just dramatic enough to spark anticipation. Here, the brand cues its technical range without overwhelming you, guiding attention to finish quality and joinery details.
• The Experience Center: The booth’s beating heart. This is where TACO’s flagship products—HPL, PVC sheet, edging, hardware, vinyl‑SPC flooring, and more—move from catalog to context. Visitors are encouraged to touch and compare textures, study edge treatments, and see how colors read under different lighting.
• The Lounge: A quiet, cozy coda. Anchored by the dark‑bronze palette, the lounge demonstrates how the materials come together in real‑world compositions. It’s also where conversations deepen—between designers, brand teams, and homeowners mapping their next project.

Programming that puts people at the center

Beyond display, TACO doubled down on knowledge‑sharing. Designer Kezia Karin unpacked the booth’s concept and the discipline behind building a luxury feel from durable, high‑performing surfaces. Actor‑turned‑principal designer Irwansyah added practitioner perspective, translating design choices into lifestyle value. A collaboration with Dekoruma traced the business side of interior trends—what’s scaling, what’s stalling, and how today’s tastes inform tomorrow’s builds. The company also spotlighted emerging talent through TACOmpetition, its interior design challenge for university students across Greater Jakarta, and brought in Fake Architect to discuss building design businesses on social media—practical advice for TACO partners operating in a digital‑first market.

The through‑line is unmistakable: community matters. Whether you’re a homeowner, a contractor, or a design student, TACO staged pathways to learn, network, and imagine.

Customer appreciation, measured in details

Luxury isn’t just a look; it’s consistency. Across the booth, details signaled reliability: seamless edging that disappears into the plane; hardware chosen to elevate daily use; flooring that reads premium without sacrificing durability. The haptics—the slight resistance of a matte laminate, the crisp edge of a well‑finished panel—are where TACO asked visitors to form their own verdicts.

Anastasia hinted at the road map ahead: new products tuned to evolving consumer needs and an ever‑faster trend cycle. If the booth is a preview, expect TACO to blend aesthetic versatility with performance and responsible manufacturing—an area where the brand already holds national certifications and awards.

Why it matters for Indonesia’s interiors market

Indonesia’s design landscape is moving fast, shaped by urban density, flexible living, and a growing appetite for premium finishes that still make sense for daily life. TACO’s approach—pairing tactile showcases with open‑door education—meets that moment. It empowers pros to specify with confidence and helps homeowners visualize beyond mood boards. And in an industry where materials can feel abstract until installed, that’s no small feat.

About TACO

TACO Group is an Indonesian company providing category‑leading interior solutions, including High Pressure Laminates (HPL), PVC sheet, edging, hardware, vinyl‑SPC flooring, and multi‑purpose contact adhesive. As a national brand with local manufacturing, TACO holds recognitions such as SNI, ISO, Top Brand, Singapore Green Label, TKDN, and Superbrands. Its distribution network spans Indonesia, and the company continues to invest in innovation to meet the evolving needs of consumers nationwide.

For more information, visit (https://www.taco.co.id).

Writer: Aditya Wardhana