Romantic Futurism × Random

What kind of new space is born when the past is processed by the future? Gucci tasked Random Studio to make a permanent but evolving content for the interior of a new store in Chengdu, China.

[https://random.studio/projects/romantic-futurism-a-digital-fresco-for-gucci-chengdu]
[https://www.hbruvry.com/portfolio/romantic-futurism]

Taking inspiration from the store’s classical architecture, the  Renaissance tradition of the brand’s hometown, Florence, and the natural  features of Chengdu itself, the monumental generative landscape  explores and expands the use of screens as architectural material.

Unfolding across 33 large LED screens adorning the walls of the 3-story store in the Sichuan capital, the digital fresco is composed of layers of AI-generated imagery morphing together to create an ever-evolving fantasy landscape. Cycling through morning, afternoon and night, the once-static architecture of the building becomes an immersive, living interior that will always be different depending on when you visit.

Working in collaboration with AI image generators; Midjourney, Deforum Stable Diffusion and custom models, our workflow drew on the many different skill sets of our team, finding a balance between human artistic control and randomisation within this generative environment.

Process

Traditional animation, motion design and 3D are all ways of bringing motion to a static image. The reason AI is so exciting to us is that it fills the gap between these different animation techniques by combining them. Roughly speaking, when used properly, it brings the art direction and the idea to the forefront. Soon, we will no longer be able to notice the use of AI in our productions.

– Credits

Random Studio | Finnán Barry · Art direction
Dominique Rokebrand · Project management
Debbie Schonenberg · Communication
Hugo Bruvry · Design, AI, animation, rendering
Geoffrey Lillemon | Concept, art direction
Jules Guérin | Design, AI, animation
Chris Hoffmann | AI development
Marlen Loizidou | Color grading
Samuel Organ & Gorse Panshawe | Musical composition

Project Tags

#romantic

Companies

Gucci
- Fashion and Textiles

Skills

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