smart × NOMÁS, a first experiment in creating while in motion

smart is the first brand partner of NOMÁS. Together, we initiated a content and experiential project centered on the idea of creating while in transit.

Built around Power of Firsts, the project responds to smart’s narrative of “open your mind,” reframing the notion of first-time experiences as a method of perceiving the world anew.

Through film, text, and real-life actions, three artists are invited to work in movement—sensing, creating, and unfolding along the way, where experience no longer belongs to a destination, but emerges within the journey itself. In this process, the brand is transformed into a contextual experience.

Situated within a cross-cultural framework, the project unfolds across Europe and China, allowing its narrative to be interpreted and circulated in parallel contexts. Through this dual lens, the brand’s proposition expands beyond a single market, resonating with a shared global sensibility.