The mall becomes one of the most upscale malls in Jakarta when it opened in mid-2004. Unlike its predecessor Plaza Indonesia, e'X caters to a younger demographic of teenagers and young adults and enjoys an overwhelming popularity among these age groups.
Entertainment X'nter featured deconstructivism architecture movement. The building consisted of several yellow, blue, red and orange colored square-shaped buildings joined together at different angles with a bridge connecting to Plaza Indonesia. It was designed by Australian architectural firm Denton Corker Marshall, for which they won the 2005 Indonesian Institute of Architects Award for Architecture – Category Commercial Building.
Initially designed as a temporary building soon to be demolished to make way for Plaza Indonesia extension, the building contains no basement with all retail space housed on the second and third level of the building while the first level is used for limited sheltered parking.