[5][6] These projects aimed to infuse cultural content into negative urban spaces during a time of rapid development in the city.

[7] In 2008, Nonchalance created The Jejune Institute, an alternate reality game, public art installation and immersive experience that ran in San Francisco, California, from 2008 to 10 April 2011.

[8] The Jejune Institute featured a narrative that made use of live actors, puzzles, phone calls, radio transmissions, staged protests, and interactive promenade theater.

[9][10] It centered on characters such as the eponymous Jejune Institute and its founder, the rebel group the Elsewhere Public Works Agency, and a rebellious young woman named Eva.

[9][10] Over the course of three years, it enrolled more than 10,000 players who, responding to eccentric flyers plastered all over the city, started the game by receiving their "induction" at the fake headquarters of the institute, located in an office building in San Francisco's Financial District.