SUBWAY
STREET CHEF EXPERIENCE
For Subway, Superbien has created an interactive activation: a traveling digital graffiti wall mounted on the Digitruck Street Chef designed with Vice.
(About the project)
The Vice agency entrusted Superbien with creating a unique interactive experience for Subway: digital graffiti on a truck. The goal: to offer creative urban entertainment in public spaces using technology that is accessible to everyone.
Superbien repurposed an HTC Vive tracker mounted on a spray paint can to create playful and intuitive digital graffiti in real time.
(Creative response)
The HTC Vive tracker is attached to a 3D-printed spray can, then located by cameras mounted on the truck. A custom-built system generates visual content instantly, with a simple mobile interface to customize shapes, colors, and effects.
The mobile installation appeals to a wide audience and reimagines street art with an immersive, participatory experience that is accessible to all ages.
(Result & Impact)
The Digitruck attracts curious onlookers and passers-by with an intuitive artistic experience. In just a few minutes, anyone can become a digital graffiti artist, strengthening engagement with the Subway brand and creating a moment of intergenerational sharing.
Credits
& Team
Meet the talented individuals who brought this vision to life, each contributing their expertise and passion to make it all happen.
- Agency Vice
- Art direction and interactive conception SUPERBIEN
- Video capture and edit Victor Gounon
- Music Folamour - Mad King In My Own Kingdom