Final Project for Luxury Business and Marketing Post Graduate Course
Studio Aidal is a design and technology studio.
We explore new creative perspectives for luxury brands through solutions developed using custom artificial intelligence.
Through collabs, we transform brand's values, history, manuals and digital presence into vocabulary and visual codes, allowing the development of unique and exclusive design products.
HERMÈS X AIDAL Memories in Silk
The Hermès creative team got in touch with our studio to develop a new exclusive product experience for its private clients. The brief was that the scarves, iconic silk items created by the brand, would be the starting point of the project.
HERMÈS X AIDAL Memories in Silk consisted of applying unique personalized prints on silk scarves,
allowing the brand's private clients to create tangible personal memories linked to Hermès' DNA.
allowing the brand's private clients to create tangible personal memories linked to Hermès' DNA.
Aidal was taught about Hermès via machine learning, and after the choice of attributes made by the brand, she was able to present Hermès' tailor-made vocabulary and visual codes. These were translated into visuals and experience ideas for the store corner, that would later expand into a pop-up.
Aidal's software proposed an immersive experience: through a questionnaire, in a quiet, ethereal room, the private clients would talk about a memorable moment in their life that they would like to immortalize. These answers were translated into images and displayed on a screen as several unique pattern possibilities for the silk scarves.
This way, the customer will not only have an extremely exclusive, personalized Hermès item, but will forever connect the feelings of their meaningful life experience to the brand.
Images created by Dall E, simulating Aidal's generative AI capabilities.
