Bulgari stages multisensory art designed by artificial intelligence – WWD


MILAN – Bulgari managed to stage an installation in Milan with exceptional visual impact.

The Rome-based jeweler has teamed up with award-winning new media artist and director Refik Anadol to create an immersive work of art – allegedly the first designed by artificial intelligence for a luxury brand – inspired by the concept of makeover , embodied by Bulgari’s iconic snake emblem. .

A multisensory AI data sculpture, “Serpenti Metamorphosis” celebrates the beauty of nature through the elaboration and transformation of data by machine learning algorithms. The machine has the ability to learn what a flower is – its colors, patterns and shapes, and then it can dream of flowers that exist only in its synthetic memories, providing an alternate reality of nature, which mimics its textures and even its fragrance.

Anadol also developed a special work of art using a machine learning algorithm trained on over 120,000 images of snakes, resulting in a digital representation of the reptile, a symbol of eternal life.

Jean-Christophe Babin, CEO of Bulgari, declared that the work “is totally innovative in art and in art applied to luxury. It is the first gigantic work created to celebrate the icon of the Serpenti brand through 200 million real images digitally synthesized to recreate new flowers and a new nature that may or may not exist in the future, but which are beautiful and amazing. Babin pointed out that nature has always been a strong source of inspiration for the brand’s jewelry and jewelry watches.

“Serpenti Metamorphosis” is installed outside Milan Cathedral, in the city’s main square, Piazza Duomo, and is open to the public from Friday to October 31, but it was designed to be itinerant and will visit other cities of the world.

Anadol pointed out that among the 200 million photos, there were the images of 70 million flowers and that he “invented the Renaissance-inspired AI data painting as well as a pigmentation technique that transforms [the data] in poetic pigments. It’s the new Renaissance, it’s a mission to dream of flowers, but also of 3D sculptures, music and scents.

In fact, in order to provide a unique multisensory immersive experience and to capitalize on Bulgari’s expertise in perfume manufacturing, the company and Anadol worked with master perfumer Sophie Labbé and Firmenich to create the first perfume imagined by l ‘IA called’ Rainforest ‘, adding another emotional dimension to Bulgari Serpenti’s visual immersion.

Inside the installation “Serpenti Metamorphosis”.

Babin pointed out that Bulgari is already using artificial intelligence “to optimize the supply chain and manage customer analytics, but this is the first time that we have used it in an artistic way. This is a key project to support the Serpenti in the future through unique creativity.

Serpenti is increasingly a key symbol of Bulgari, he stressed, a symbol that “brings together the main categories of the brand, from jewelry to watches to bags”. Babin had just returned from Paris, where the Bulgari Hotel will soon open, and he said the snake symbol is hand-engraved on glass in every bathroom. The Serpenti emblem appeared in the late 1940s with the introduction of the sinuous Tubogas wristwatches and was increasingly essential in the brand’s jewelry collections in the 1960s.

Asked about the reasons for choosing Anadol, Babin compared him to Steve Jobs “in the days of the first computers. He is an AI genius, no one today has his talent to use AI in such a sophisticated and luxurious way. Let’s not forget that Bulgari is the height of luxury.

The Istanbul, Turkey-born media artist and director is a pioneer in data aesthetics and artificial intelligence and said working with Bulgari was the first time his art could be presented with “such scale. and this level of execution “.

It will become the first large-scale, luxurious and immersive, AI-driven, non-fungible work of art when converted into an auctioned NFT.

The profits will be donated to a charity to be decided by Anadol and Bulgari, which has been committed to Save the Children since 2009 and has been at the forefront of the fight against the pandemic through the Bulgari Virus Free Fund.

“Serpenti Metamorphosis works of art will become exclusive and unique in the digital world through NFT technology that harnesses the potential of blockchain, making an irreplaceable work of art in the digital world,” Babin said.


The installation “Serpenti Metamorphosis”.

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