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The Breeze BSD is an open-air lifestyle and entertainment center located in BSD City, Tangerang, Indonesia, within the BSD Green Office Park on Jl. BSD Grand Boulevard. Opened in 2013 and developed by Sinar Mas Land, it spans 40,000 square meters of gross leasable area across one level, featuring 90 retail stores with a focus on mixed-use functionality including shopping, dining, and leisure. The property emphasizes green spaces, natural elements, and al fresco options, positioning it as Indonesia's first such venue, which supports a relaxed, outdoor-oriented visitor experience.
Annual footfall reaches approximately 5 million visitors, driven by dwell times of 120 minutes, with visits split as 40% for shopping, 35% for dining, and 25% for other activities like home decor. Occupancy stands at around 85%, with 6,000 square meters of available space and a 15% vacancy rate, reflecting moderate stability in a competitive market. Anchor tenants include Ranch Market for groceries, Cinema XXI for entertainment, Gold’s Gym for fitness, PAUL bakery, and Sushi Tei for dining, contributing to high tenant diversity across retail categories.
The primary catchment area within 5 km covers 1.2 million residents, characterized by a median age of 30.4 years, household size of 4 persons, and median monthly income of 8.5 million IDR, supporting retail spending of 648 USD per capita annually.
Accessibility benefits from direct road access and 1,000 parking spaces, though public transport is moderate. Average rents are 500,000 IDR per square meter per month, with sales performance at 10 million IDR per square meter per year and a 20% conversion rate.
Leasing advantages include flexible terms, ongoing new tenant pipeline, frequent promotional events, and planned phase 2 expansion, enhancing long-term viability. However, challenges include high e-commerce penetration at 75% internet usage and 30% click-and-collect sales, alongside competitor density of 3 malls per square kilometer in the Serpong area, which features nearby venues like Aeon Mall BSD and Summarecon Mall Serpong.
Operational quality is bolstered by advanced security and digital signage, but potential drawbacks involve aging infrastructure relative to newer developments and market saturation in dining and entertainment categories.
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Hours of Operation
Hours
| Monday | 10:00 AM — 10:00 PM |
| Tuesday | 10:00 AM — 10:00 PM |
| Wednesday | 10:00 AM — 10:00 PM |
| Thursday | 10:00 AM — 10:00 PM |
| Friday | 10:00 AM — 10:00 PM |
| Saturday | 10:00 AM — 10:00 PM |
| Sunday | 10:00 AM — 10:00 PM |
Hours may vary on public holidays. Check with individual stores for specific holiday schedules.
Insights
Demographics and Catchment
The Breeze BSD serves a primary catchment of 1.2 million people within 5 km and secondary within 10 km, with population growth at 2% annually. Median age is 30.4 years, household size 4 persons, and 25% tertiary education level. Median household income is 8.5 million IDR monthly, equating to 648 USD annual retail spending per capita, including 82.65 USD on apparel, 1,200 USD on groceries, and 150 USD on electronics. Unemployment is 5%, and cost of living index is 40 (NY=100). This profile supports mid-to-upper market retail but highlights risks from income variability in a suburban growth area influenced by Jakarta commuter flows.
Competition and Market Factors
Competitor density is 3 malls per square kilometer, including Aeon Mall BSD (150,000 sqm, 280 tenants) and Summarecon Mall Serpong, intensifying rivalry in dining, entertainment, and fashion. The Breeze differentiates via open-air green design, achieving 5 million annual visitors and high pedestrian traffic, but faces e-commerce pressures with 75% internet penetration and 30% click-and-collect adoption. Market saturation in weak categories like general merchandise poses challenges, while strong footfall in dining (35% visits) and entertainment benefits from anchors like Cinema XXI. Overall, Tangerang's retail market shows stable occupancy around 83-90% in tier-one areas, per 2023 reports, yet access issues from traffic congestion in BSD City could impact performance.
Lease Terms and Operational Risks
Average rent is 500,000 IDR per square meter monthly, with sales at 10 million IDR per square meter yearly and 20% conversion rate. Lease flexibility is medium, supported by 85% occupancy and ongoing tenant pipeline, but 15% vacancy indicates selective leasing. Operational strengths include 1,000 parking spaces, direct road access, moderate public transport, frequent events, and 40% loyalty program penetration. Risks encompass high e-commerce competition, low retail crime via advanced security, and infrastructure age since 2013, potentially requiring upgrades.
Expansion plans for phase 2 offer growth potential, though family amenities and diverse dining gaps may limit appeal to young adults seeking trendy fashion and international options in a saturated market.
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Tangerang
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Tangerang
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