KUALA LUMPUR: Hektar Asset Management Sdn Bhd, the manager of Hektar Real Estate Investment Trust (Hektar REIT), has partnered with Bryks to roll out an immersive brick-building exhibition across its malls, reflecting a broader push to reinvent shopping centres as community-driven destinations.
Running from August to November 2025, the initiative will anchor at Subang Parade, where Malaysia’s largest brick-built showcase is being staged — including a bold attempt to set a Guinness World Record with 2,000 panda figures made entirely of bricks.
Beyond the flagship installation, each Hektar REIT mall will host its own two-week Bryks pop-up, designed to reflect local community flavour while retaining the creativity of the national tour.
Building engagement, not just footfall
Hektar REIT CEO Zainal Iskandar described the project as a platform that blends entertainment with purpose.
“By transforming our spaces into creative hubs, we are offering families and shoppers a whole new kind of experience that unites learning and leisure,” he said.
The effort is part of Hektar REIT’s placemaking strategy, aimed at driving stronger footfall while positioning malls as family-friendly social spaces in a competitive retail landscape.
As brick-and-mortar retail faces headwinds from e-commerce, mall operators are experimenting with experiential activations to stay relevant. Hektar’s collaboration with Bryks shows how REIT-backed malls are shifting from transactional shopping to experiential engagement — a trend increasingly critical to sustaining tenant demand and portfolio performance.
