- Creative direction
- Still image production
- Moving image production
- Visual identities
- Templates and production tools
- Design systems
- Websites
- Digital experiences
- Code-based art projects
Intelligence Matters is a creative studio in Stockholm.
Creative direction across image, design and code
Led by Jacob Hägg, the studio develops campaigns, visual identities and digital work for fashion, culture and technology, from first direction to final execution.
Image
Creative direction, still image and film
Campaigns and image systems developed from concept and casting through still and moving image, production and final delivery.
Concept, casting, location, styling and visual language for campaigns, editorials, print and digital.
Photography, retouching and colour, from pre-production to final delivery.
Film and campaign motion, from treatment and direction through edit, sound and finish.
Design
Visual identities and design systems
Visual identities and design systems for brands, cultural projects and independent work, across typography, image, print and digital.
Code
Websites, tools and interactive environments
Websites, digital products and interactive environments, conceived and built by the studio.
Selected Digital Work
A real-time walk-through digital institution and permanent exhibition space built for the browser. The building remembers every visitor and preserves the material patina of every encounter.
A spatial archive of obsolete computing hardware, beige towers and green phosphor displays. Navigated room by room as an interactive digital artwork.
The studio’s computational methodology. Direction sets the rules, software operationalizes the vision, and human editing selects the definitive artifact.
The portfolio became a building.
There is no brief
Negative Space is where Intelligence Matters places work with no client and no brief. It is a browser-based institution entered in first person: a white building in the desert, containing galleries, a listening room, a lounge and an espresso counter.
The building is an autobiography made architectural. A crashed Chevrolet, a machine error, a women’s luxury streetwear archive, a hand-burned CD, one sock before use and one after: private evidence is given public scale, an accession number and a room of its own.
The white cube is not neutral. It changes the charge of whatever enters. What was ordinary becomes archaeological; what was embarrassing becomes exact; what looked finished opens again.
Every visitor leaves a trace. New rooms appear when the work requires them. There is no client, no delivery date and no brief. The institution is the work.
| Permanent collection | Holding |
|---|---|
| Recent Archaeology01 | Relics of the pre-algorithmic self · 1998–2012 · the portable memory shrine, the bivalve communication device, the hand-inscribed data wafer |
| Strumpism02 | The first ontological textile system · one sock before use, one after · the last room anyone reaches |
| The Main Gallery03 | Currently showing — An autobiography with collision detection |
| Brashy Studios04 | The women’s luxury streetwear archive · 2011–2020 · the only room in the building that is not white |
| The Lounge05 | Espresso, the table, the drink · where people meet and talk |
| Museum of Nous06 | A six-room wing assembled from the public record of Nous Research · an expanding gift, not a commission |
Lineage
Brashy Studios, 2011–2020 · Intelligence Matters, now
Before Intelligence Matters, there was Brashy Studios: the women’s luxury streetwear brand Jacob Hägg founded with Axel Hägg in 2011. Built across Stockholm, New York and Los Angeles, Brashy made clothing, images and objects with one conviction: fashion could behave like a complete cultural world.
Its work moved through Colette, I.T Hong Kong, T Magazine and HYPEBAE, and was catalogued in MoMA’s 2017 exhibition Items: Is Fashion Modern?2
Brashy ended in 2020. The archive remained active: garments and textiles evolved into campaigns, imagery and complete visual worlds with the same thinking and taste that engineered the brand. The name changed when fashion became too small a container for the practice.
2 Items: Is Fashion Modern?, Museum of Modern Art, New York, 1 October 2017–28 January 2018. Curated by Paola Antonelli with Michelle Millar Fisher.
A women’s luxury streetwear brand founded by Jacob and Axel Hägg, active across Stockholm, New York and Los Angeles from 2011 to 2020ACTIVE PERIOD — the brand’s run; its archive remains working material..
Garments and textiles shifted into campaigns, imagery and complete visual worlds—executed with the same thinking, discipline and taste that engineered Brashy Studios. The container expanded; the standard remained unbroken.
The form widened from clothing and image to design, code and digital space.
selected press (links)
Brashy Studios
Women’s luxury streetwear · 2011–2020
Press
The archive is written in real time
THE WIRE records the studio from inside the work: rooms opening, collections growing and objects entering the record. Each release is part press notice, part wall text, part timestamp.
| Wire | Release |
|---|---|
| WIRE_2026-09-03 | The art professor’s lens deconstructs the void — 3 September 2026 → |
| WIRE_2026-08-23 | The Brashy Room: One room refuses the white — 23 August 2026 → |
| WIRE_2026-07-30 | Identity once had hardware — 30 July 2026 → |
| WIRE_2026-07-27 | A museum opens for a research lab that did not ask for one — 27 July 2026 → |
| WIRE_2026-07-21 | An autobiography with collision detection — 21 July 2026 → |
| Press kitZIP | im-press-kit.zip — the marks, the wordmark and the boilerplate, zipped → |
Contact
Commissions and collaborations
For commissions, collaborations and press, write directly to the studio.
Studio across image, design and code. New commissions and selected collaborations. Correspondence →