Gucci ‘Romantic Futurism’, Chengdu

The Gucci boutique in Chengdu is a beautiful example of digital art meets retail, where Florentine Renaissance architecture fuses with local nature in a constantly changing and evolving AI generated digital landscape.

Created by the supremely talented Random Studio, this unique Gucci store is dubbed ‘Romantic Futurism’.

It features 33 large LED screens set over 3 floors, around a central staircase.

Arranged like giant windows looking out through a cast iron framed orangery, the screens display constantly changing and morphing animations representing a romanticised mythical landscape of Classical villas, mountains, lakes, willows, Chinese hibiscus flowers, herons and giant butterflies.

Working in collaboration with AI image generators Midjourney, Stable Diffusion and Dall E2, Random Studio’s creative team balanced human artistic control and randomisation within an AI generative environment.

The result is a retail experience that has a unique, charming and whimsical sense of place.