Implementation of Sabu Raijua Culture as Branding Reinforcement in Office Building Interiors

Interior Design Department, School of Design, Bina Nusantara University, Malang, East Java, Indonesia

^* Corresponding author: dyah.sekarningrum@binus.ac.id

Abstract

The existence of cultures in East Nusa Tenggara is a resource with great opportunities for design exploration. Sabu Raijua has various types of culture ranging from dances, traditional houses, and woven fabrics with traditional motifs. The image and characteristics of an office building are formed through a branding process. The purpose of this paper is to examine how the implementation of Sabu Raijua's local culture in the interior becomes a branding reinforcement for office buildings. The research uses a qualitative descriptive method with a Design Thinking approach with data collection through field survey and literature study. The aim for this research is to indicate how interior element streghten the characteristic, furthermore it reinforcing the brand. The result also shows that local wisdom are being preserved and celebrated as it should.