Jakarta's Neo Soho transforms into Central Park 2 to elevate urban lifestyle experience

Jakarta’s Central Park Mall has unveiled the rebranding of its adjacent property Neo Soho into Central Park 2, signalling a bold step to cement its position as one of the capital’s most recognisable lifestyle destinations.

The name change, which will take effect on 22 November, forms part of a long-term strategy to strengthen the integration between Central Park and its newly branded counterpart. While the announcement has been made, physical updates such as signage, décor and visual identity will roll out gradually.

“Rebranding Neo Soho into Central Park 2 is part of our commitment to deliver a more seamless and relevant experience in line with today’s urban lifestyle,” the mall’s management said in a statement, as quoted by IDX Channel.

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Silviyanti Dwi Aryati, GM of marketing communication and relations at Central Park, told Kompas that the initiative is not merely about expanding space but about creating a new destination. She noted that Central Park 2 is envisioned as a vibrant living space for families and young people, designed to foster memorable experiences and generate a positive impact on the community for the future.

The rebrand is designed not only to simplify consumer recall but also to support tenant expansion. Aryati pointed out that tenant demand at Central Park is overwhelming, with waiting lists running long. Rebranding Neo Soho as Central Park 2, she added, is a deliberate strategy to ease that pressure while extending the mall’s brand equity.

Among the headline additions is South Korea’s BHC Chicken, set to debut its first Indonesian outlet within Central Park 2. The refreshed tenant mix will lean heavily on popular Japanese and Korean dining concepts, while the mall also commits to nurturing local SMEs through activations such as Jakarta Dessert Week, ensuring a balance between international pull and homegrown growth.

The mall will also maintain its existing attractions such as Jakarta Aquarium, Boulder Planet Indonesia, and Zycle to further bolster its appeal as a family destination.

The integration of Central Park and Central Park 2 marks a turning point for one of Jakarta’s most prominent retail hubs, signalling not just a cosmetic change but an evolution in branding, positioning and consumer experience.

Neo Soho, developed by Agung Podomoro Land, is part of the 22-hectare Podomoro City mega project and is directly connected to Central Park Mall via the Eco Sky Walk footbridge. Targeting upper-middle families, it features major anchor tenants including Informa, Uniqlo, ACE Hardware, and Toys Kingdom, alongside a mix of international F&B brands. The complex also includes the 40-storey SOHO Tower and the 43-storey SOHO Capital office tower.

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