A previous life.
Before Subfracture, our founders spent twenty years building brand worlds for some of the most recognisable names in culture. Different cities, different briefs, same instinct — design how a brand exists, not just how it looks.
Sprite
A bodega built where Sprite already lived: at the corner of hip hop and summer.
Retail by day, performance destination by night.
Nike
A pop-up SNKRS Box made of 350 LED screens. The retail unit became its own broadcast.
A storefront that doubled as a stadium.
A Google Hardware Store. Saw horses, paint cans, a tree house. Voice Assistant, reframed.
A new product category, in a vernacular people already trusted.
EKKA
150 years of Queensland heritage, turned from exhibition into experience.
Visitors became inhabitants of the state’s story.
Jimmy Choo x YK Jeong
WeChat AR for a Jimmy Choo capsule. Luxury that moved through phones, not just stores.
One of the first web-AR experiences for luxury fashion.
BMW iX
A global Instagram filter for the iX launch. The car arrived in feeds before showrooms.
A vehicle launch shaped by participation.