Victorinox marks a new milestone in Indonesia with the launch of its second pop-up store in Jakarta, located at Kota Kasablanka, ground floor. The iconic Swiss brand, globally renowned as the Maker of the Original Swiss Army Knife, in collaboration with LUXASIA Indonesia, is opening its newest location. This second pop-up signals a long-term vision to grow within Indonesia’s evolving urban and travel landscape, positioning the brand as a trusted companion for everyday journeys.
Founded in 1884 by Karl Elsener in Ibach, Switzerland, Victorinox has spent over 140 years crafting products defined by precision, functionality, and enduring quality. Guided by its philosophy of “design follows function,” Victorinox continues to develop thoughtfully engineered solutions that empower individuals to be best prepared for everyday situations, blending heritage with innovation for modern lifestyles.
Beyond a retail destination, explore the immersive experience hub through storytelling, interaction, and hands-on discovery. The journey begins at the Victorinox Brand Wall, with stories of the brand’s origins, key milestones, and the name behind, which was derived from founder Karl Elsener’s mother, Victoria, combined with “Inox,” symbolizing stainless steel. The experience continues with curated showcases of past collaborations and limited-edition Swiss Army Knife pieces. Engage in interactive product demonstrations to experience the craftsmanship, materials, and functionality firsthand. Completing the journey, leave a personal mark with a personalized engraved scale on a Jakarta-inspired Landscape.
At the heart of the pop-up are Victorinox’s hero products, representing the brand’s commitment to functionality and design excellence. The iconic Swiss Army Knife, exemplified by the Huntsman, integrates 15 practical functions into a compact, durable form crafted from high-quality martensitic stainless steel—making it a versatile tool for both everyday and outdoor use.
In travel gear, the Spectra 3.0 collection highlights Victorinox’s expertise in luggage design. Made from recycled polycarbonate, it features a front-opening compartment and a self-expandable system that increases capacity by up to 40%, delivering both sustainability and performance. Complementing this is the Architecture Urban2 Collection, a backpack range designed for urban professionals, offering 360° protection, optimized storage, and antimicrobial lining with SILVADURTM technology—ideal for navigating modern city life.
“Driven by a new generation of consumers who value both functionality and design in the products they choose, Indonesia’s lifestyle market continues to show strong growth. They are not only looking for products that serve a purpose, but also those that reflect their identity and support their daily lifestyle. Victorinox fits naturally into this space, offering solutions that combine heritage, quality, and relevance for modern living,” said Lia Amelia, Country Manager, LUXASIA Indonesia.
“Jakarta’s dynamic urban energy provides the perfect setting for this pop-up, allowing Victorinox to connect more closely with the everyday rhythm of the city. Through engaging activations, we aim to create meaningful experiences that strengthen our relevance with today’s consumers,” added Hendra Purjaka, General Manager – Lifestyle, LUXASIA Indonesia.
“This pop-up at Kota Kasablanka is designed to go beyond simply interacting with our products—it is about taking consumers on a deeper journey into the world of Victorinox. Through immersive storytelling and hands-on experiences, we want visitors to truly understand the purpose behind our designs and how they support everyday life,” said Anna Breckwoldt, Head of Marketing Operations, Victorinox.
The Victorinox Pop-Up at Kota Kasablanka is open to the public throughout the campaign period. Explore Swiss-engineered solutions designed to support both everyday life and travel journeys.
