Gin brand Bombay Sapphire has unveiled its latest ‘Saw This, Made This’ Art Installation Series at London’s Design Museum.
Set to open on World Creativity Day (21 April), the installation will celebrate thousands of works of art shared on social media last year in response to acclaimed director Baz Luhrmann’s #SawThisMadeThis creative call out.
In what is being touted as the world’s largest mass participation AI art event, visitors will be able to interact with Ai-Da, an ‘ultra-realistic’ robot artist, to explore how AI can help enhance human creativity.
“I truly believe creativity lies within us all. The aim of the Bombay Sapphire ‘Saw This, Made This’ campaign is to show people that creative inspiration exists all around them. Thousands of people have shared the things that have sparked their own creativity – and the results have been extraordinary,” Luhrmann said.
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“My aim as Creative Director of this campaign has always been to encourage people to see the world as a gallery and unlock a creative part of themselves that they may not have been aware of. I’m genuinely excited that on World Creativity Day we are bringing this global outpouring of creativity, shining light on individuals and their expression, reinterpreting it in a truly original way. There is still time to join in via #SawThisMadeThis.”
The free entry exhibition will be open from Friday 21 to Monday 24 April and will equally display AI-designed Bombay Sapphire bottles which will be made available for purchase in the Design Museum’s shop and on Bombay Sapphire’s website.
Bombay Sapphire global vice-president, Natasha Curtin added: “We are delighted that so many people have joined the global movement around Saw This, Made This since we launched the call to arms with Baz Luhrmann in 2022, inviting people everywhere to see the creativity and beauty all around them. We hope to see even more people inspired to engage with their creative side following the announcement of the installation and the intriguing mass participation experiment, harnessing A.I with Ai-Da Robot, to create a collaborative artwork that celebrates the creative outpouring.
“Bombay Sapphire gin is the ideal canvas for creative cocktails and for decades the brand has championed creativity both inside the cocktail glass and beyond; the installation and campaign will continue that support of creatives and emerging artists, ultimately helping more people engage with their creativity”.
