WIJAYANTI, LILY (2015) IDENTITAS VISUAL DAN APLIKASI RAGAM HIAS TORAJA DALAM DESAIN INTERIOR “CAFÉ TATOR”. IDENTITAS VISUAL DAN APLIKASI RAGAM HIAS TORAJA DALAM DESAIN INTERIOR “CAFÉ TATOR”, 4 (1). pp. 1-19. ISSN 2355-1682

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Abstract

Visual Identity and Application of Torajan Ornaments in the Interior Design of “Café Tator”. The focus of this research is how the visual identity of ornaments is applied in the interior design of “Café Tator” in Grand Indonesia, Jakarta by employing the ethnic sensibility nature of Toraja as new design forms with commercial space function. In this sense, the application of ornaments no longer refers to their sacred symbolic meanings but more to a profane modern function. The design concept is a modern interpretation, which represents traditional ornaments that were reinterpreted using new material and dimensions while still retaining their visual characteristics. The basic principles can be used as the elements that shape the brand image of a coffee shop that specifically sells Torajan coffee, hence “Café Tator” (Tator = Tana Toraja, which means Toraja Land). The visual of elements of Toraja culture is used to increase the selling point as an attempt to form a positive image in consumers’ minds of a local identity within today’s amenities, which is part of urban lifestyle.

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