1

Sustainable Concept of Modern Market (Food Festival Pakuwon City Surabaya)

Della Affesia Putri (*), Nurika Irliza(*), Kadek Adhyaksa S.M(*), Happy Ratna Santosa(**) (*) Magister Architecture, Department of Architecture, Institut Teknologi Sepuluh Nopember (ITS),

Surabaya (**) Lecturer Department of Architecture, Institut Teknologi Sepuluh Nopember (ITS), Surabaya

ABSTRACT

Since the global development of modern society in urban life, there was an increasing of

demands and consumer standards on traditional markets. Most of people agree that modern

market would be suitable for the consumers needs to shop for daily needs, instead of

traditional market which considered as unpleasant and unorganized place. Lately, modern

markets mostly developed by the government and private developers. Modern market has

created a new trend in urban communities, shopping experience becomes more practical and

enjoyable. But there are values that can't be replaced while shopping in the modern market,

the lack of interaction between sellers and buyers become the following problem. This study

aims to analyze the concept of sustainable in the modern market Food Festival Pakuwon City

Surabaya. This study used a qualitative analysis techniques for collecting both primary and

secondary data, to get the results of how far the application of the sustainable concept on

Food Festival Pakuwon City Surabaya. The results showed that the Food Festival Pakuwon

City Surabaya already implementing sustainable concepts, but there are few aspects that

haven't been implemented optimally.

Keywords: Food Festival, modern market, Pakuwon City, traditional market, sustainable

concept

PREFACE

The definition of market is a place that could gather social interaction between sellers

and buyers, as well as the transactions due to the demand and supply, either goods or services.

Market is one of the main components that could configuring the communities in both rural

and urban, as the intermediaries of human needs such as food, clothing, and the other else.

Markets also acts as a liaison between village and city, the growth in population and culture is

2

always followed by the development of the market as one of the essential parts for human life,

especially in urban areas.

The global development of urban life makes the need for a comfortable market was

increasing, lot of modern markets which clean and more organized were emerging, so people

prefer to shop in modern market than the traditional market. One of the modern market that

located in East Surabaya is the Food Festival, which developed by Pakuwon Indah Group.

Food Festival is open from 17:00 to 23:00. The concept of 'one stop living' are applied to

meet the housing needs of residents Pakuwon City Real Estate more integrated with other

facilities, such as a mall, shop, etc. But in fact, the Food Festival is not only successful in

attracting visitors from within the housing complex, but also the people of Surabaya and

surrounding areas.

The modern market's advantage is in its hygienic location, arrangement of regular stand,

practical and more organized. However there are some aspects of the modern market that is

forgotten, such as the lack of interaction between buyers and sellers, and between the sellers.

In traditional markets, buyers can bid the prices that offered by the seller, resulting in the

exchange of information as well.

In the emerging of a city, there are physical aspects and community space, where a city

is made up from the buildings and the people in it [1]. There are five main aspects of emerging

a city, including man-made material environment, industrial centers, social communities,

cultural communities, and a controlled society. Therefore, social interaction between people

on a city is one of the most essential elements to emerging a city. But unfortunately, social

interaction is rarely happened in the modern market.

Thus, there is a need more in-depth study on the adaptation of traditional markets in the

modern market, so that the traditional market's values still can be applied into something more

modern. The results are expected to be a reference for stakeholders who wanted to design a

modern market which preserve the sustainable concept of traditional market. As well as a

reference in the field of architecture, especially the arrangement of the modern market that

will be able to support the development of the city of Surabaya.

                                                                                                               [1] Kostof, Spiro. 1992. The City Assembled: The Elements of Urban Form Trough History. Thames

3

THEORITICAL BACKGROUND

There are 3 (three) Pillars of Sustainable Development Model, which consists of 3

areas: environmental, economic and social [2]. In these models, sustainability is a combination

of development and growth, good social conditions, and minimize the negative impact on

environment. This three pillars of sustainable development and the Triple Bottom Line

concept has several characteristics [3] :

1. Ecological sustainability, depending on its material, energy, noise emissions, the

volume of waste products, the volume of traffic, garbage separation and old building

materials, pollution, climate change and biodiversity. Reducing the use of land,

natural resources and avoid the impact of emissions and exploration excessive

natural resources.

2. Social sustainability, based on aspects and social aspects such as safety, comfort,

beauty, health, satisfaction with life and social environment (neighborhood).

3. Economic sustainability, by minimizing the cost of construction, operation,

deconstruction, trash and retention value (materials, objects and capital). Also

considering few aspects, such as maximizing the use of aesthetic functionality, and

design services.

Three pillar model of Sustainable Development

Source: Royal Institution of Chartered Surveyors, 2007: 10, in Schumann, 2010: 4

                                                                                                               [2] Reed, 2009: 16; RICS, 2007: 6, in Schumann, 2010: 5 [3] Lorenz, 2007: 1, in Schumann, 2010: 5

 

Social    Inclusion  

Economic  development  

Environmental    performance  

Sustainable  development  

4

RESEARCH METHODS

The study focused on the assessment of the modern market as a city-forming element,

by considering the latest phenomenon, collecting the data through surveys and interviews.

Then analyzing using the sustainable development concept. Evaluation is also done by direct

observation to knowing the conditions that occur in the field.

The sequence of activities to obtain qualitative and quantitative data from the modern

market, the Food Festival Pakuwon City Surabaya, including:

1. Interviewing directly to merchants, visitors, and managers of Food Festival

Surabaya to obtain datas that can be examined using theories about the market.

2. Analyzing data which related to sustainable concept of modern markets, by

reviewing the terms of the social, economic, ecological, infrastructure, also the

management and marketing of the Food Festival Pakuwon City Surabaya.

3. The advantages and disadvantages that obtained after the analysis, used as a

reference guide for designing a sustainable modern market. Good conditions that

obtained from the field will be maintained, while the deficiencies found can be

fixed.

The analytical techniques that used to analyze the Food Festival Pakuwon City

Surabaya is a qualitative analysis' techniques. Qualitative analysis' techniques is a way of

analyzes without using mathematical calculations and knowing conclusions of the

observations. This analytical methods used to process the data which obtained from the

survey to achieve the research objectives.

RESULTS AND DISCUSSION

Food Festival is located in the luxury residential Pakuwon-City in east Surabaya.

Standing on an area of 10.000 m2. Food Festival is integrated and in the same location with

the East Coast Mall. Food Festival is consists of three semi-open building masses. and the rest

are located in an open area. There are approximately 60 stalls selling food and drink, daily

necessities, children's toys, clothing and accessories for car. The Semi-open building used as a

food court, restaurants, and retail, while the outdoor area functioned as an open stage, snack

area and rides like a trampoline, carousel (merry-go-round), bicycles tandem, becak, horse-

drawn carriage, etc. [4]

                                                                                                               [4] http://www.pakuwonindah.com/pakuwon-city

5

Rental prices stand at the Food Festival is quite expensive, the tenant must pay a tariff

of Rp 6.000.000 / month for a stand measuring 3 x 2 meters, and Rp 10.000.000 / month for a

stand measuring 3 x 3 meters with facilities which of course is more complete. The facilities

provided by the Food Festival Pakuwon City Surabaya for indoor booths are water and

electricity. But less attention to the management of fire extinguishers (fire extinguisher),

available only a few small fire extinguishers are located in several spots on the indoor dining

areas. [5]

Figure 1. Site Plan of Food Festival Pakuwon City Surabaya

When analyzed using the concept of sustainable modern markets (sustainable concept),

then some aspects that need to be considered include:

a. Social Capital

Arrangement of tables and chairs in the dining area very well support the

process of interaction between visitors, so as to create an intimate atmosphere.

However, social interaction among traders was minimal happened in Food Festival

Pakuwon City Surabaya. This can happen because the density of visitors who buy the

products they offer, so the interaction is merely a visitor to buy a product in the form

of goods or services without any bargaining process. However, there are no signs of

indication between traders that they are less able to communicate well.

b. Economic Capital

Products sold in the Food Festival Pakuwon City Surabaya is dominated by

food and beverages. Profits generated from the sale of sausage skewers in a day to

reach Rp 2.000.000 on weekdays (weekdays), while at the weekend (weekend) profit

obtained could reach Rp 6.000.000 / day.

                                                                                                               [5]  http://www.pakuwonindah.com/pakuwon-city  

6

c. Ecological Capital

Ecology concept promoted by the Food Festival is blend with the nature. So

many spots were intentionally left open to visitors at the same time can feel the fresh

air without using an artificial cooling (air conditioner). However, the lack of concern

for the management of the vegetation found on the Food festival is causing a lot of

spots that should be planted with a pretty flowers are left barren. Visitors frequently

step on the grass because the pedestrian paths are not available.

d. Infrastructure Capital

The number of infrastructure facilities owned by the Food Festival is sufficient

when compared with the size of the area. The existence of a landfill which serves to

remove the water is managed properly. Lighting facilities in the Food Festival area is

sufficient to illuminate the area. Included in the play area, parking lots and places to

eat. The existence of a functioning loudspeakers to the means of information and

entertainment facilities like music.

Parking lot in the Food Festival area has sufficient number of slots. There is

some division of the parking space. Parking lot A is a parking area closest to the

main access to the Food Festival. Parking lot B is in front of the food booths and

circulation of motor vehicles mixed with pedestrian circulation, causing disorganized

circulation between pedestrians and cars. While the parking lot C is near to the East

Coast Mall and is the furthest parking area from the central area of the Food Festival.

In addition, only few fire extinguisher fire extinguishers are available in this area.

Only in a few spots and small-sized. This needs to be a concern, because Food

Festival Pakuwon City Surabaya is an area that is prone to fire.

e. Institutional Capital

Food Festival area is well managed by Pakuwon City. A large number of

janitors and security are scattered at various points in Food Festival Area, and they

do their job well. Pakuwon City very aggressively marketing activities to attract

visitors coming to the Food Festival and increase revenue traders. The medium used

for activities such as spreading flyers, banners and billboards. In addition Pakuwon

City also market through online media or the Internet. Various events or events

organized so that people interested in visiting the city of Surabaya Food Festival,

such as Montong Durian Festival, Festival Bakaran, Nusantara Food Festival, and

others.

7

Based on the analysis of the concept of sustainable modern market, the Food

Festival Pakuwon City generally have implemented these aspects well. However,

there are some aspects that have not been implemented optimally, such as aspects of

social capital is minimal happened between traders, as well as aspects of capital

infrastructure that less attention to pedestrian circulation within the Food Festival

Pakuwon City Surabaya.

CONCLUSION & SUGGESTION

Food Festival Pakuwon City Surabaya is a modern market that has implemented the

concept of sustainability in building design, landscaping and its management. But unlike the

traditional market, the social interaction that occurs between traders in the modern market is

minimally happened. Visitors also can't bargain the prices of products that offered, so that the

activity that occurs only trading activities.

Food Festival Pakuwon City Surabaya dominated by outdoor spaces, so people can joy

the moment with their families and friends because the dining table and chairs were well

organized. They also used an outdoor system and minimized artificial cooling (air

conditioning) in order to save energy and its operating costs.

The biggest problem that could have not solved yet of this modern market is the

sirculation between pedestrian ways and the vehicles which causes chaotic circulation on this

area. Pakuwon City should manage the circulation for pedestrians in order to create more

convenience for the visitors. Then they should put more attention to the landscaping of the

Food Festival itself. The softscape elements such as existing vegetation was less maintained

so it looks desolated and reduce its aesthetic elements. Landscape design is also important to

be improved so the impression of visitors will be more enjoyable when visiting Pakuwon City

Surabaya's Food Festival.

REFERENCES

• Kostof, Spiro. 1992. The City Assembled: The Elements of Urban Form Trough History.

Thames and Hudson Ltd. London.

• Reed, 2009: 16; RICS, 2007: 6, in Schumann, 2010: 5.

• Lorenz, 2007: 1, in Schumann, 2010: 5.

• Royal Institution of Chartered Surveyors, 2007: 10, in Schumann, 2010: 4.

• http://www.pakuwonindah.com/pakuwon-city