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.
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.
↳ Fresco details
↳ Ever-evolving scenery
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.
↳ Gucci's store in Chengdu, China
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.
↳ Interior view of the three-storey store
↳ AI-generated butterflies
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.
↳ Fresco details
– 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
