Jakarta, August 21, 2026 – Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency (Ekraf), Irene Umar, applauded the collaboration between the Intellectual Property (IP) ecosystem, local brands, and commercial spaces as demonstrated by Styles LAND with Liunic. The Deputy Minister of Creative Economy noted that the presence of works by local creators in commercial spaces can provide greater opportunities for the public to discover and appreciate Indonesian-made products and IP.
Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency (Ekraf), Irene Umar, visited one of the tenants at the Styles LAND with Liunic event at Lippo Mall Kemang, Jakarta, Friday (August 21, 2026).
“Spaces like this are important because they bring creators and the public together directly. When local works and IP are present in places that are part of people’s everyday activities, opportunities to build audiences, expand markets, and develop the economic value of creativity become increasingly open,” said the Deputy Minister of Creative Economy during her visit to Styles LAND with Liunic at Lippo Mall Kemang, Jakarta, Friday (August 21).
Styles LAND with Liunic presents a collaborative attraction between the Styles Application and the IP ecosystem at the shopping center. During her visit, Irene saw firsthand several local brands featured in the area, as well as visual works by creator Martcellia Liunic.
Photo: Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency.
The owner of the Liunic IP, Martcellia Liunic, is an artist from Jakarta known for her use of bold and vibrant colors, combined with abstract forms and distinctive animal and female characters. Through her works, Liunic presents a playful visual world closely associated with ideas of joy and imaginative exploration.
This creativity has subsequently been developed through Liunic on Things, an art label that translates her illustrations into various accessories. Her works have also been featured in collaborations with several global brands, while her illustrations have received attention through various international publications and art events.
Liunic has also developed Liunicland, a character-based universe featuring figures with stories and challenges that are relatable to adult life. Through toys, stories, and visual narratives, the IP explores emotions, challenges, and imagination within a creative world that is open to various forms of expression.
Photo: Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency.
“What is interesting about Liunic is how a visual style can evolve into an IP with its own characters, stories, products, and community. This shows that creative talent has tremendous opportunities to develop works into economically valuable assets. We hope to see more collaborations like this that bring local IP together with businesses and the public,” said Irene.
Chief Marketing Officer of PT Lippo Malls Indonesia, Santiwati Basuki, said that one of the main attractions of STYLES LAND is the presence of Liunic (@liunic), a local brand known for its unique illustrated characters and creative products with a strong fan base. Visitors can enjoy various exclusive collections while participating in interactive activities designed to provide a closer experience with the brand.
“Through STYLES LAND, we want to offer an experience that goes beyond shopping. This reflects STYLES’ commitment to building an ecosystem that connects digital platforms with offline experiences at shopping centers, while providing greater opportunities for local brands, illustrators, and creative industry players in Indonesia to grow and reach broader audiences,” said Santiwati.
Photo: Bureau for Communication, Ministry of Creative Economy / Creative Economy Agency.
Styles LAND with Liunic is open to the public until Sunday, August 23, 2026, at Lippo Mall Kemang, Jakarta. Also present were LMI Chief Special Project Officer Anwar Arifin Salim and Lippo Mall Kemang Director Dimas Aditya Kusuma.
Kiagoos Irvan Faisal
Head of Bureau for Communication
Ministry of Creative Economy / Creative Economy Agency
