This bookstore in the Melawai shopping center is usually filled with shelves with books neatly lined up jutting into the shelves. There are sections of various categories, ranging from shelves for textbooks, discount books, magazines, to stationery.

Soft music is often played in the background, and the lighting is warm and not stifling, so visitors feel comfortable lingering to read and choose books.

But now, Gramedia Melawai South Jakarta comes with a new face and a new name. Namely, Gramedia Jalma. Presented with the concept of retail experience, Gramedia Jalma presents a space that is not used only for book buying transactions but also for living space and interacting with others.

When the SUAR Team visited, a bookshelf dominated by wood greeted them. Various books with colorful covers are on display.

Books are not arranged in shelves, but scattered in every corner and wall. The lamp, which was previously dominated by white, has now also turned bright yellow, matching the light brown wooden shelves and gray interior paint around it.

Here and there, there are chairs, sofas, and bean bags to sit and read. In another corner, there are tables for work, a spacious discussion room, and the aroma of coffee stealing into the nose from an outlet next to the shop.

This is allegedly to follow the shifting reading tastes of various generations, including generation Z who often seek experiences from all their activities.

An innovative approach that focuses on transforming product-based consumption into experience-based consumption has proven successful as a way to adjust to the changing shopping preferences of the younger customer segment.

One of the famous bookstores in the heyday of Blok M in the 1990s officially opened its doors of change in early July 2025. Gramedia Jalma's mission is to transform the bookstore into a space for interaction and storytelling.

"Our focus besides selling books and stationery is building community. Therefore, in Jalma we provide creative space. Besides reading books, people can also be a place of discussion," said Lydia Kamala, one of Jalma's book advisors to SUAR, Monday (08/09).

"Our focus besides selling books and stationery is building community. Therefore, in Jalma we provide a creative space. Besides reading books, it can also be a place for discussion," said Lydia Kamala.

"At Jalma there are events every week, it's proven to be very community-building. That's also why we are targeting Gen Z and millennials to come and make this place a meeting point," he continued.

In line with Kamala, Jalma Store Experience Coordinator Andy Waluya Wartja emphasized that as the new face of Gramedia, Jalma outlets are not only designed to be visually appealing, but also narratively interesting.

"We build a narrative from the entrance to the exit at the back. We make the center point in a warm room in the form of a creative space that can be a gathering place, a place to discuss writers, readers, and communities," he said.

"We created a reading corner for children, a corner for friends who come just to read. In terms of space, these small sides are centered on the middle point, which is the creative space as a space for togetherness," Andy says.

Challenging changes

Kamala admits that transforming the image of a legendary bookstore into an open, friendly and inclusive discussion space for everyone is not an easy task.

He has faced disappointed visitors several times because they still remember Jalma as Gramedia Melawai with a complete collection of textbooks and office stationery, but the change in concept resulted in some of the books being moved to other outlets.

"To overcome customer disappointment, we try to explain the change in store concept to be experience-based and a place for discussion," said Kamala.

"A few weeks ago, we held a book review of Menjadi Indonesia, and there were over 100 participants at the creative space. I'm happy because many young people care about this issue, and their enthusiasm is very high," Kamala said.

One Jalma customer admitted that the change was disappointing at first. Eca, a university student who came all the way to Jalma from Karawang, West Java, for example, did not find the English textbook she was looking for, even though she found other books that were better and more appealing.

"The textbooks that used to exist should be returned. With a cozy atmosphere and vibes like this, it's a shame if the collection that once existed is actually eliminated," Eca told SUAR who only wanted to be called by her nickname.

The disappointment of the old customers, instead of discouraging them, became an incentive for Jalma to develop better and target a wider segment of young customers.

The disappointment of the old customers, instead of discouraging them, became an incentive for Jalma to develop better and target a wider segment of young customers.

As the manager, Andy says he is very open to patrons giving suggestions to add certain titles to the collection, or receiving suggestions for activities that can be held at Jalma every month.

"Jalma is not just about book club discussions, because we believe literacy is not just about reading and writing. We also open up very wide possibilities for music events, children's events, and collaborations between writers and readers," he said.

"Jalma wants to exist not only as a bookstore, but also a warm space where people who want and thirst for experiences, introductions, encounters, and being human meet," says Andy.

Strengthening social media is one way for Andy and his friends to answer customer needs concretely. This September, for example, Jalma carries the theme "Liter-Aksi" which combines reading and writing activities with artistic local craft products and artworks that need to be supported.

"The literacy that we want to present is strong literacy, but also fused with various expressions of art in one lively stage. We are also diligently updating on social media so that you don't miss the events we have organized and will organize," said Andy.

Trend-setting

Gramedia Jalma's ability to transform the bookstore into an inclusive storytelling and discussion space actually answers the needs of millennials and Generation Z who increasingly need open public spaces where they can interact, build communities and network informally.

The development of shopping and consumption behavior trends in society, especially millennials and Generation Z, is also an important factor in the transformation of bookstores like Jalma.

Research by Bank Mandiri's Office of Chief Economist in August 2025 stated that the spending resilience of Generation Z and Millennials includes prioritizing sports, hobbies, and entertainment as one of their main expenses.

Not only do they enjoy tertiary products as one of their priorities, Gen Z and millennials also contribute to increasing experience-based shopping rather than product-based shopping. They look for experiences, ambience, and a pleasant feel, not just products that fulfill their desires.

"Despite lower spending growth in the third quarter of 2025 due to the absence of major holidays, we expect some spending components of the young customer segment such as sports, hobbies, and entertainment to grow better, as well as restaurants and vehicle fuel," the study concludes.