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UPSCALE is a local exhibition dedicated to AI artists. Its main goal is to introduce visitors to the topic of AI, raising the provocative question of whether generative art is creativity.
ABOUT THE PROJECT
Create the exhibition identity, develop merchandise, navigation materials, and design the space. It was also necessary to conceive and implement a performance within the exhibition’s theme. In addition, to curate the exhibition itself and coordinate the photographer’s work.
TASK
UPSCALE
The main goal is to introduce visitors to the topic of AI, raising the provocative question of whether generative art is creativity.
Analysis of the exhibition theme, development of the core idea, and search for visual and conceptual references.
In this way, I emphasized the idea that generation, based on pre-existing human-made art, gives it new forms.
Using TouchDesigner, I created a generative filter in which text passed through an image and, reacting to the light-and-shadow pattern, deformed and “flowed around” it.
RESEARCH
(01)
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And you can watch the exhibition video
(That’s me)
The general rule is that digital media always includes motion, either in the graphics or in the logo.
I chose the Neue Machina typeface because its creators were inspired by the Turing Test, which resonates with the theme of the project. Each detail in the identity in one way or another refers to the digital world.
All graphics are dynamic, and no single frame is similar to the previous one, just like AI-generated outputs.
The logo within the identity is dynamic and can be deformed both through gradients and through images.
I developed the exhibition’s visual system: logo, color palette, typography, and graphic techniques.
Is a machine capable of thinking?
Movement of progress in technologies = movement of graphics in the identity
Identity development
(02)
image-based deformation
2
1
gradient-based deformation
Frame from the video collaboration
Later, I edited a video with a duration of over 55 minutes and added titles and graphics.
I organized a collaboration of AI artists from around the world, where each created a three-minute video on the theme “The Future.” Using AI tools, it was possible to explore their perspectives on the topic, as well as the metaphors and animation styles they used.
DESIGN
Performance
(03)
QR codes were added to the clothing; when scanned, they revealed animations. In this way, the digital world existed within the physical one, and vice versa.
Using lenticular printing, motion from digital was brought into the physical world. GIFs created in TouchDesigner moved on postcards in the same way as on a screen.
The merchandise can be customized, using ready-made neural filters and any text or photos
Transparent and lenticular surfaces were used in the printed materials, emphasizing the exhibition’s digitalism concept
Merchandise
(04)
Each board was a mix of a physical painting and a generative filter; the exhibition references traditional art galleries, but reinterpreted and updated.
Navigation and exhibition design were created using boards with the identity system, each featuring the participants’ nicknames.
Exhibition organization
(05)
While watching the video, neural network-generated music was created in real time in the background, allowing guests to experience AI art in its different forms.
Invited viewers, students, and faculty were introduced to neural network–based art.
Works by AI artists from different countries were featured in the video.
Publication of the work by the Union of Designers of Saint Petersburg
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Publication of the project in the official social media channels of the HSE School of Design
A banner from the exhibition decorates the space of “RASKROI SPAce” in St. Petersburg
minutes of video material for the exhibition
WHAT ELSE?
(06)
RESULTS
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