Pražská Nákupní galerie Myslbek se posouvá do nové éry grafického designu s úchvatným a inovativním přístupem, tímto krokem zahajuje svou spolupráci s pražským uskupením marketingových veteránů Hanisch and friends. Myslbek razí odvážné oživení své tváře s pomocí umělé inteligence, jejíž užití vnímá galerie jako příklad novodobého progresu umělecké tvorby. Nákupní galerie Myslbek tak i v novém kabátě zůstává věrná svému poslání – být místem podpory a afiliace umění.
„Zadáním bylo propojit stávající prvky brandu, jimiž jsou kombinace fashion, umění a punku, a promítnout je do nové vizuální identity. Téma umělé inteligence je v našem oboru samozřejmě žhavé. Využití AI při kreativní tvorbě hravých, originálních vizuálů pro galerii Myslbek nám přišlo jako ideální příležitost tento moderní a do určité míry kontroverzní nástroj použít,” shrnuje jednatel skupiny Hanisch and friends Petr Hanisch.
I přes bezkonkurenční efektivitu AI (umělá inteligence nabízí možnost tvořit rychle fotografické koláže, které by v běžné produkci zabraly několik dní práce vícečlenného týmu), největší přidanou hodnotou AI je její určité estetické mysterium, kterým se nové vizuály zcela odlišují od retailových kampaní konkurentů.
„Nespornou výhodou je rychlost, se kterou se vytváří složité fotomontáže, jejichž kvalita je na vysoké úrovni. AI nám také dává mnohem širší kreativní možnosti, díky kterým jsou vizuály nápaditější a pro zákazníka zapamatovatelnější,” popisuje výhody kreativní ředitel Hanisch and friends Vítězslav Mareš.
Téma umělé inteligence plánuje galerie Myslbek podpořit interaktivní výstavou s různorodým doprovodným programem, který zahrnuje odborné diskusní setkání s vybranými experty, kteří o AI budou hovořit v kontextu svých oborů. Výstava i program mají za cíl představit nejen přínosy umělé inteligence pro naši společnost, ale také nahlédnout na její komplexnější aspekty.
„Myslbek dlouhodobě podporuje umění a design. Využití AI by se tak mohlo leckomu zdát v tomto případě sice až nepatřičné, nicméně z našeho pohledu jej vnímáme přesně naopak. Užití umělé inteligence umělecký proces připomíná: vznikají originální díla, grafik má velký prostor pro představivost a nabízí se i možnost integrovat další umělecké směry do nově vzniklých materiálů. Proto se nám tento nápad hned líbil a věříme, že díky unikátnosti výsledného vzhledu budeme nyní pro naše zákazníky více rozpoznatelní a jasně identifikovatelní. Celkově téma AI otevírá příležitost i pro další možnosti, těšíme se tedy, co dalšího nám přinese,“ říká Lenka Beldíková, marketingová manažerka Myslbeku.
Nová vizuální identita byla tvořena se strategickým cílem umocnění stávajícího brandu a positioningu a bude postupně integrována do všech komunikačních kanálů a propagačních materiálů včetně redesignu stávajících webových stránek.
Foto: Myslbek
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