Running from August 2026 to December 2026, the Artist Series brings together four Malaysian IPs — Pasaroly, Guji Guji, The Good Boisss and Oh! Doodlez — alongside mural artists Jefr Studio and Novak Batik. Each artist brings a distinctive creative perspective, with works unfolding across The Labs through physical installations, immersive digital experiences, murals, merchandise and interactive activities.
Each featured IP anchors a different festive chapter of the programme: Pasaroly for Merdeka and Malaysia Day, Guji Guji for Mid-Autumn, The Good Boisss for Halloween, and Oh! Doodlez for the year-end festive season, creating new reasons for audiences to return and experience different Malaysian creative worlds throughout the series.
“The Labs was built for people to experience culture in ways they cannot anywhere else. With the Artist Series, we are handing the space to some of Malaysia’s most exciting homegrown talents and inviting the public to make, play and celebrate alongside them right through the festive season.” said Azril Rashid, Chief Operating Officer of BBCC.
The Labs × M&M Creations Collaboration
The Artist Series reflects a shared ambition between The Labs and M&M Creations to provide Malaysian creative talent with a platform that goes beyond a conventional exhibition.
As the IP collaboration and commercialisation partner for the programme, M&M Creations works closely with The Labs and Immersify Kuala Lumpur to curate and coordinate the participating Malaysian IPs, integrate IP content into immersive experiences, support merchandise development, plan audience engagement and on-ground activations, and explore opportunities for the IPs to connect with wider commercial platforms.
Through this collaboration, original Malaysian IPs are brought beyond illustrations and digital content into physical spaces, immersive technology, merchandise, retail and real-world consumer experiences — creating more touchpoints for audiences to discover, experience and support Malaysian creativity.
“This collaboration is about giving Malaysian IPs a bigger stage. By combining physical showcases, immersive technology, merchandise and real-world audience engagement, we want to help local creators move beyond exposure alone and build stronger, more sustainable IP brands.” shared Ben Lee, CEO, M&M Creations Holdings Sdn. Bhd.
Launching with Pasaroly
The Artist Series launches with Pasaroly, an IP inspired by Malaysian neighbourhoods, familiar flavours and everyday community moments, transforming local culture into a cheerful and contemporary illustrated world.
Visitors can discover Pasaroly through a dedicated showcase at The Labs’ Ground Floor foyer before experiencing the artist’s world through immersive content at Zone 6 of Immersify Kuala Lumpur. The experience continues through interactive campaign activities and a curated merchandise collection at M&M Cafe, extending the IP from the exhibition environment into a tangible consumer experience.
Following the encouraging public response to the campaign, a special Media Walk-Through was held to welcome media, KOLs and bloggers to experience the collaboration first-hand.
Four IPs, Four Creative Chapters
Featured IP & it's Creative Direction:
Pasaroly - Merdeka / Malaysian neighbourhood stories
Guji Guji - Mid-Autumn / “Meet Me On The Moon”
The Good Boisss - Halloween / Malaysian street & neighbourhood culture
Oh! Doodlez - Year-end festive / colourful whimsical world
These four chapters allow the Artist Series to continuously evolve throughout the programme, introducing audiences to different creative styles, stories and experiences while creating a longer-term platform for Malaysian IP exposure.
A Platform for Malaysian Creativity
The initiative forms part of The Labs’ wider ambition to grow as an urban playground for art, creativity, new ideas and immersive experiences in the heart of Kuala Lumpur, while creating new opportunities for local creatives to experiment, tell their stories and connect with wider audiences.
For M&M Creations, the collaboration represents a broader effort to develop pathways for Malaysian IPs beyond traditional creative exposure — connecting creators with opportunities across retail, merchandise, events, immersive experiences, licensing, tourism and brand collaborations.
Together, The Labs and M&M Creations aim to create an environment where Malaysian creativity can be seen, experienced, supported and commercially developed, while introducing homegrown IPs to broader audiences.
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