Victorinox Elevates Urban Living with an Immersive Pop-Up Experience at Kota Kasablanka

JAKARTA – Victorinox, the iconic Swiss brand best known as the maker of the Original Swiss Army Knife™, continues to strengthen its presence in Indonesia with the opening of its second pop-up store in Jakarta. Located at Kota Kasablanka and developed in collaboration with LUXASIA Indonesia, the new retail space reflects the brand’s commitment to delivering a more immersive and experience-driven connection with Indonesian consumers.

Building on the success of its first pop-up at Plaza Indonesia, Victorinox is expanding its reach by introducing a concept that goes beyond conventional retail. Designed as an experiential hub, the Kota Kasablanka pop-up invites visitors to discover the brand’s rich heritage, innovation, and product craftsmanship through interactive storytelling and hands-on engagement.

Founded in 1884 by Karl Elsener in Ibach, Switzerland, Victorinox has spent more than 140 years creating products recognized for precision, functionality, and durability. Guided by its philosophy of “design follows function,” the company continues to develop solutions that support modern lifestyles while staying true to its Swiss heritage.

Visitors can explore the brand’s journey through the Victorinox Brand Wall, interactive product demonstrations, and curated displays featuring limited-edition Swiss Army Knife™ collections. A Jakarta Skyline-inspired installation further enhances the experience, allowing guests to leave their personal mark and become part of a growing expression of community and urban movement.

Among the featured hero products are the iconic Swiss Army Knife™, the sustainable Spectra 3.0 luggage collection made from recycled polycarbonate, and the Architecture Urban2 backpack series designed for today’s urban professionals.

As Indonesia’s lifestyle market continues to evolve, Victorinox aims to connect with a new generation of consumers who seek products that combine functionality, premium quality, and personal expression. Through this latest pop-up activation, the brand reinforces its position as a trusted companion for everyday life and travel, while deepening its relationship with the Indonesian market through innovation, heritage, and meaningful consumer experiences.

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