A pop-up retail initiative in Kuala Lumpur is extending the reach of local and regional illustrators by showcasing their work beyond the annual Kuala Lumpur Illustration Fair (KLIF). The OFFSET Store, located at the recently opened Ombak KLCC, offers a platform for illustrators to present prints, zines, picture books, plushies, pins, and other merchandise to a broader audience. The pop-up runs through October 30 and features work by 20 artists and collectives including Soefara, Projek Sembang Sembang, Bad Luck Betty, Nekojin Workshop, and OhBeatricee. Unlike KLIF, entry to the store is free.

KLIF co-founder and OFFSET Store head Jang Chau Chie said the pop-up was created to accommodate visitors unable to attend the fair or those preferring a more relaxed browsing experience. This year’s fair, held in May, drew more than 20,000 visitors and featured over 200 illustrators and groups. Jang noted that while the fair itself is large and crowded, the OFFSET Store allows for continued engagement with illustration throughout the year in a high-traffic retail environment.

Jang highlighted the challenge many talented Malaysian illustrators face in marketing and monetizing their work. Through the OFFSET Store and KLIF, the team helps artists by developing merchandise and connecting them with brands to create sustainable income streams. By moving beyond social media and annual events, they hope to introduce the local illustration scene to new audiences, many of whom may be unfamiliar with KLIF or illustration fairs generally.

The program also has a regional dimension. Earlier this year, organizers met with the South-East Asia Illustration Council, a coalition comprising leading illustration fair organizers from Indonesia, Thailand, Singapore, the Philippines, and Cambodia. This alliance seeks to empower artists across the region by fostering community connections, coordinating event schedules, and helping illustrators gain international exposure.

For participating artists, pop-up spaces provide critical opportunities to reach buyers beyond traditional galleries. Aqilah Aminuddin and Farhanah Saffie, the illustrator-writer duo behind Projek Sembang Sembang, emphasized that these retail settings serve as important bridges between gallery visitors and art merchandise collectors. They describe pop-ups as ideal venues for making art accessible and affordable, contrasting with galleries, which they see as less approachable for their style of work.

Projek Sembang Sembang began as a small partnership and recently expanded their operations by broadening their merchandise selection and employing part-time staff to handle packaging, inventory, orders, and event sales. However, the duo acknowledges the ongoing challenge of scaling their team, particularly with brand collaborations, as they prefer to remain closely involved to preserve their creative vision.

The pair stressed the importance of patience, resilience, and passion for aspiring artists seeking to develop a creative business. Aqilah noted that building a brand requires time and persistence, as well as continuous learning to identify what resonates with audiences. They encourage artists to find joy in their work, believing that this connection translates to their audience.

The OFFSET Store initiative represents a growing effort to elevate illustration as both an art form and a viable commercial pursuit in Malaysia and the broader Southeast Asian region.