KUALA LUMPUR — Immersio, a digital and new media art festival, is showcasing the rich cultural tapestry of Malaysian night markets, or pasar malam, through innovative artistic interpretations across Kuala Lumpur this month. The seventh edition of the festival, organized by digital collective Filamen, runs until September 27 and features over 70 artworks by 15 individual artists and 10 collectives, located primarily on Level 5 of the GMBB creative mall.
Under the theme “Pasar,” the festival transforms the familiar sights and sounds of local markets into immersive digital experiences using projection mapping, motion sensors, installations, virtual reality, and other new media technologies. Abdul Shakir, co-founder of Filamen, emphasized that the pasar serves as more than just a marketplace, highlighting its role as a conduit for cultural exchange and generational knowledge transfer. The festival invites visitors to engage with the art in a manner akin to navigating a traditional market, exploring visual and auditory elements that evoke personal and shared memories.
The exhibition is curated by contemporary artist Koh Kai Ting and offers a variety of interpretations that capture the evolving nature of market culture in Southeast Asia. Shakir noted the contrast between technological advancement and the waning physical presence of pasar in urban areas, pointing out divergent regional trends. For example, Singaporean artists have commented on the diminishing market atmosphere due to gentrification and changing aesthetic preferences, leading some to envision AI-operated markets. These developments echo real changes observed locally, such as vendors shifting from physical DVDs to digital formats like thumb drives.
Among the standout installations is Ked. Pol (Kedai Politik), a Kelantan-based interdisciplinary art collective. Their booth replicates a traditional convenience store offering parody items such as fake DVDs, devotional cassettes, and nostalgic packaging, blending humor with cultural critique. Shakir remarked that although digital media is the primary medium, the human creativity behind these works remains central and demands thorough research to evoke the appropriate sense of nostalgia.
Beyond the main venue, Immersio extends into the Klang Valley with collaborative projects supported by Filamen. These include exhibitions at Muzium Telekom where new media students from institutions such as Multimedia University (MMU), the University of Malaysia Sarawak (UNIMAS), and The One Academy present interactive installations as part of the iNYALA program supported by Yayasan TM. Highlights feature six student-created “warungs” offering interactive food-inspired experiences that reflect linguistic and cultural diversity.
Another ongoing project is Eugene Foo’s “Saya Seekor Dinosaur” installation at Ombak KLCC, blending mythical narratives with digital technology to engage younger audiences in participatory art. The festival’s final weekend, from September 25 to 27, moves to REXKL in Chinatown, presenting a pop-up exhibition of works by independent artists and collectives, along with live artist talks and audiovisual performances. Digital artists Ichu and K3@N will present “Pulang,” a live audiovisual show combining music and real-time visuals.
Since its origin in 2017 as a grassroots digital arts community during the Urbanscapes festival period, Immersio has grown into a prominent regional platform showcasing Southeast Asia’s new media art scene. Shakir highlighted Immersio’s differentiation from larger commercial festivals by maintaining close connections to the visual and fine arts sectors and offering a more intimate gallery-style experience that evokes the sensory richness of a bustling market.
Looking ahead, the festival is considering adopting a biennial schedule to allow for strategic development as Filamen evolves. Meanwhile, Immersio continues to explore the themes of cultural memory and creativity embedded in market life, encouraging audiences to reassess familiar cultural spaces through fresh artistic perspectives.
Filamen can be followed on Instagram at @wearefilamen.