THE BORING
ALCHEMY
NON FRAGMENT TOKEN
fragment design x mark gonzales
2022
Hiroshi Fujiwara and legendary skateboarder/artist Mark Gonzales joined force for the first time on their collaborative NFT project.
The concept is based on Mark Gonzales’ signature ‘Angel’ character and Fragment’s creation of Shmoo — an imaginary friend with 10,000 alter egos.
The project titled ‘NON FRAGMENT TOKEN’ was launched to mint on January 27th, 2022 on Solana blockchain and Magic Eden NFT marketplace.
Journey Through Sound
KEF
2022-2024
In partnership with design collective Parameta, KEF x fx(hash) reimagines creative possibilities by blending art, technology, and creative coding into acoustic sculptures. Dedicated to pushing the boundaries of creative innovation in generative art, the KEF Journey Through Sound project fosters collaboration between artists, developers, and audio engineers to craft multi-sensory narratives, curated for acoustically optimal KEF Music Galleries globally — London, Tokyo, Hong Kong with selected projects performed at satellite events.
Listen and Believe
KEF
2023-2025
KEF’s very first global brand activation through ‘Listen and Believe’ campaign: Take it Home. A series of ‘LISTEN’ events were brought to life in partnership with artists curated around the world — from Amsterdam, to Tokyo, Melbourne, London and Seoul. This experiential 360 campaign strategy is designed to create a triple-win impact for KEF consumers, B2B retailers and the brand.
Sound of Life
Powered by KEF
2018-2025
Global lifestyle content platform thats explores the “conduit of sound and how it inspires different people, places, designs and experiences” that “aims to cultivate a community of both the curios and the connoisseurs”. — A strategic brand initiative to reach and engage in wider audience through cultural discourse.
The media platform has an average of 100,000+ monthly active users (MAU) with high engagement across both English and Chinese publications, YouTube and Podcast channels. Both platforms bring in partnerships with artists to glocal (global to local) partners.
This project brought together a global network of like-minded content creators, from writers/editors to videographers and producers around the world. Content produced by the community, for the community.
Sound Lab
KEF
2020-2025
KEF Sound Lab is the embodiment of the brand’s ‘Listen and Believe’ philosophy. Bringing the ‘Listen And Believe’ experience to life by creating and curating the moments, meaning and magic that go into making the KEF sound experience both exceptional and extraordinary. KEF Sound Lab attracts and engages a community that spans from the culturally curious to the audio connoisseurs sharing and honing their sound knowledge and appreciation.
The omni-channel strategy allows the online community to engage in a wealth of sound related content and extend their immersive experience to KEF Music Galleries around the world — in three core languages: English, Chinese & Japanese.
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