Serat Rupa: Journal of Design

Front Matter

Editor Editor — 2025-07-29

The Impact of Museum Interior Design on Visitor Spatial Experience in Fostering Emotional Engagement (Case Study: Bandung Geological Museum)

Kiki Zakiah — 2025-07-29

This study explores the impact of museum interior design on visitors' spatial experiences in achieving emotional engagement, focusing on The Life History Exhibition Room at the Bandung Geological Museum. This exhibition room showcases geological collections and prehistoric animal fossils. Located in a heritage building, it offers a unique experience that combines history with elements of colonial architecture. The research is grounded in Mary Jo Bitner’s Servicescape theory and the emotional design theory by Donald Norman, emphasizing the importance of physical space elements in shaping visitors' experiences and fostering emotional engagement, which is crucial for enhancing their understanding of museum information. The study employs a qualitative method with a case study approach, including literature reviews, observations, in-depth interviews with visitors, museum managers, interior designers, and heritage experts. Data was also collected through an initial questionnaire to identify visitor’s perceptions and preferences regarding their favorite exhibition spaces in the museum. The findings indicate that interior design elements such as lighting, layout, and artifacts significantly impact visitor’s emotional responses—visceral, behavioral, and reflective. The replica of a dinosaur fossil, as the museum's iconic feature, generates strong initial attraction, while the exhibition's narrative fosters deep reflection on the history of life on Earth. This research recommends a holistic interior design strategy for museums to create meaningful experiences for Generation Z while helping museum managers enhance emotional engagement and cultural appreciation through exhibition interior design.

Application of Cottagecore Visual Development Motifs on Modest Fashion Product

Rima Febriani — 2025-07-29

The cottagecore trend has been growing and increasing since 2020, this has made many brands adopt cottagecore as their brand concept, and indicates that there is interest from the market to develop cottagecore style clothing in Indonesia, for example, as the Himeka Vintage brand with fairy style clothes such as flowy dresses with floral motifs, Hankaaa.id with dreamy and magical clothes such as fluffy dresses full of lace and ruffles, then the Sausan Official brand with its vintage and elegant clothing characterized by signature patterns and textures. This study aims to explore the potential and develop cottagecore visual elements in modest fashion wear through a design thinking approach, observation data collection, and literature review. The design of motif elements for visual development in fashion products combining several visual representations typical of cottagecore icons, such as mushrooms, homemade bread, strawberry motifs, and butterflies. The motif composition development technique uses the spot repeat grids concept, while in the process of designing fashion products using design theory with the SCAMPER method approach. The outcome of this study is to offer innovation, particularly in motif visuals for clothing that adapts the cottagecore style in the Indonesian fashion industry.

The Effect of Animal Illustrated Floaty Snack Packaging On Consumer Perception

Angga Praditya — 2025-07-29

Packaging design plays an important role for consumers in making purchasing decisions, one of the first assessments of consumers of products is clear product attributes and attractive visual appearance. An attractive design can evoke and increase product visibility. However, visuals can also affect the initial perception of a product, which can be positive or negative. The case study of a snack packaging called Floaty Snack uses illustrations mainly a picture of a cat, which resulted in a fairly high purchase interest but also resulted in misunderstanding and perceived as cat food. This research is a mixture of qualitative and quantitative methods, conducted through interviews and questionnaires. The results of this study are expected to provide insight into the impact of using animal illustrations on perceptions and flavors built among consumers.

Unisex Fashion Based on Traditional Rangrang Bali Textile

Ni Putu Chyntia Dewi — 2025-07-29

This study aims to preserve the traditional Balinese Rangrang fabric through unisex fashion design combined with environmentally friendly fabrics. Through this approach, it is expected to support the preservation of Indonesian cultural heritage, create contemporary fashion so that it can compete in the global market, reduce fast fashion waste and meet the lifestyle of generation Z amidst the flow of globalization. This preservation is not only to preserve, but also as an effort to recognize Balinese Rangrang fabric in WBTBI (Indonesian Intangible Cultural Heritage), as we know that this fabric has not been recognized in WBTBI, even though this fabric has been passed down from generation to generation by the people of Nusa Penida. Using a descriptive qualitative approach, data was collected through a literature study on Balinese Rangrang fabric, the characteristics of unisex fashion and the characteristics of generation Z fashion. Interviews with weaving owners, weavers and desainers to obtain more in-depth information. The results of the study show that the design of deluxe ready-to-wear unisex fashion based on Balinese Rangrang fabric is an effective step to preserve Rangrang fabric and reduce fast fashion waste. This research contributes to the development of contemporary fashion that contains traditional values in modern fashion design that is relevant to the needs of generation Z.

The Role of Storytelling Ads in Increasing Eatsambel Engagement on The Tiktok Application

Shanaya Layla Maulida — 2025-07-29

Eatsambel is a brand of chili sauce products launched in 2018, and in 2020 the product strengthened its digital marketing strategy through the TikTok platform which significantly increased views. This research is to examine the role of storytelling ads that use funny characters and silly but relevant everyday stories. The method used is a qualitative research method including analysis of ad content and assisted by quantitative data in the form of a survey of TikTok application users. It aims to analyze how storytelling elements in Eatsambel ads on TikTok can influence audience engagement as measured by the number of views, likes, comments, and shares. In addition, this research seeks to identify visual elements and design principles that contribute to attracting attention and maintaining audience engagement with ad content. This is to emphasize the importance of brand association in the context of local product marketing, create a more personalized experience, and prove the effectiveness of making Eatsambel a brand that is discussed among the public.

The Transformation of Visual and Symbolic Meaning of the Parang Rusak Batik Motif in the Context of Modern Culture

Sang Padi Nan Quddus — 2025-07-29

The Parang Rusak batik motif is one of Indonesia’s classical cultural heritages, originating from the Javanese royal courts and rich in philosophical values, such as strength, resilience, and the spirit of life’s struggle. Over time, this motif has undergone transformation not only in its visual form but also in its symbolic meaning, especially within the context of commercialization and adaptation in the modern creative industry. This study aims to analyze the transformation of both form and meaning in the Parang Rusak motif, with a particular focus on the works of Batik Hasan Bandung. Employing semiotic and historical approaches, this research explores how traditional motifs are creatively modified while preserving their philosophical essence. The findings reveal that Batik Hasan successfully sustains the symbolic meaning of the Parang Rusak motif through visual innovation that remains rooted in traditional principles. This transformation serves as an example of dynamic cultural adaptation, where the preservation of noble values can coexist with contemporary demands and creative evolution. This study contributes to strengthening public appreciation of batik as a living and evolving symbol of Indonesian cultural identity.

Analyzing the Go-To-Market Strategy for Apple Vision Pro through the Lens of Integrated Marketing Communication

Akmal Maulana — 2025-07-29

This study aims to analyze the Go-To-Market (GTM) strategy and the use of Integrated Marketing Communication (IMC) by Apple in the launch of the Apple Vision Pro product. Employing a qualitative approach, this research evaluates various aspects of Apple's IMC campaign, including advertising, sales promotion, public relations, personal selling, and direct marketing. The findings indicate that the effective integration of various marketing communication elements plays a key role in achieving commercial success for the product. The synergy between innovative advertising campaigns, personalization in sales promotion, and strong public relations strategies has successfully created enthusiasm and enhanced product awareness. This study provides insights on how strategic adaptation to new trends and technologies can optimize product launches in highly competitive markets. Recommendations for further research include exploring the long-term impact of IMC strategies, conducting comparative studies with competitors, and utilizing quantitative data to more objectively measure campaign effectiveness.

Activity Analysis of the Implementation of Facilities in the Hall Space at EvFiA LAND School

Nadya Ruthmaida Simatupang — 2025-07-29

Effective school hall design is essential to creating a safe and comfortable learning environment. A case study of EvFiA LAND School in Serang, Indonesia, found several spatial elements that needed further development, such as an inadequate hall stage for activities, a risky play area, and a waiting area that was not entirely comfortable for users. Noise was also a problem when the hall was used for multiple activities simultaneously. The redesign focused on security enhancement, comfort, and efficiency to prevent accidents and create an optimal learning environment.