Jakarta, May 25, 2024 — SAFF & Co. once again offers a unique experience through a special collaboration with the renowned theater community Jakarta Art House (JAH) in a musical theater titled “Alunan Hati: untuk cinta yang pernah, masih dan akan” held at Teater Salihara, Pasar Minggu (May 25, 2024).
In this musical drama series, SAFF & Co. together with JAH invites the audience to reminisce through 90’s era songs that tell stories of love, heartbreak, and triumph. The theater performance features songs such as “Anggrek Bulan” by A. Riyanto, “Kala Cinta Menggoda,” “Sendiri,” “Kala Sang Surya Tenggelam” by Guruh Sukarno Putra, and “Kidung” by Chris Manusama. The musical is performed in two sessions, Show 1 and Show 2.
The audience is invited to follow the touching love story between Dinda, a dance arts student, and Farresh, a devoted admirer who watches over her. The story focuses on Dinda’s college years in 1997 at a university in Jakarta. It not only depicts the romance in their relationship but also unravels a journey full of lessons and challenges.
“Supported by Jakarta Art House, the musical theater ‘Alunan Hati: untuk cinta yang pernah, masih dan akan’ marks SAFF & Co.’s very first musical drama. There were many new experiences and lessons learned throughout the process. I’m both happy and proud that SAFF & Co. can finally offer something fresh and new for all our friends,” said Santi Tan, Co-founder of SAFF & Co.
Over its four-year journey, SAFF & Co. has consistently innovated with each product launch. Inspired by the three loves theory, SAFF & Co. released its latest collection, Cloud Mist, which features three variants: Annabel Lee, Remedia Amoris, and Sonnet 116.
Besides the theater performance, SAFF & Co. and Jakarta Art House also designed another activity called the “Interactive Exhibition” for invited guests and theater audiences. This activity offers a unique and personal experience through a Do-It-Yourself (DIY) system. Visitors are presented with questions at four different stations and will assemble their own merchandise from the musical “Alunan Hati: untuk cinta yang pernah, masih dan akan” to take home.
In preparing this musical drama production, SAFF & Co. and Jakarta Art House worked hard for six months to deliver an unforgettable experience. The production involved 62 people, including 2 main cast members, 1 supporting cast, and 11 ensemble members. The production successfully moved the audience, with attendance reaching approximately 500 people. The event was attended by Fraghead, Mitra, and influencers including Rachel Vennya, Jovi Adhiguna, Sarah Ayu, Sara Robert, Ian Hugen, and many more. Moving forward, SAFF & Co. will continue striving to create unique new works through our collections.