MCA Data Dreams.
Landor Australia has delivered the creative identity for Data Dreams: Art and AI at the Museum of Contemporary Art Australia, marking the first time the MCA has partnered with a brand agency on a project of this kind.
Engaged to create an identity for the exhibition — which brought together ten international artists exploring the intersection of contemporary art and artificial intelligence — Landor conceived Data Dreamscape, a generative identity system that produced a continuously shifting visual output, ensuring the identity was never the same twice.
Visitors were invited to type in memories from their own dreams, with the AI transforming each entry into a unique artwork. About 3,000 visitors engaged with the tool during the exhibition's run. The identity rolled out across marketing, merchandise and in-gallery applications.
Andy Thomas, executive creative director of Landor Australia, said the partnership showed what was possible when a brand agency and a cultural institution genuinely co-created.
"The MCA team brought deep curatorial intelligence, and we brought the tools to translate that into a brand world. The result was genuinely collaborative in a way we're very proud of," he said.
Suzanne Cotter, director of the Museum of Contemporary Art Australia, said the partnership showed how strong creative innovation driven by audience engagement could elevate the museum visitor experience.
"Landor's digital expertise and tech insight helped build a unique experience for visitors that brought the themes and ideas of the exhibition to life in an engaging, interactive and vibrant way," she said.
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