How the Dalí Museum is using DALL-E to transform dreams into art

Project by Goodby Silverstein & Partners uses AI to create images based on visitors' dream descriptions

Published On
Nov 29, 2022

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Bringing the artificial intelligence system "DALL-E" to the The Dalí Museum sounds like a creative no-brainer. But this new project from Goodby Silverstein & Partners is about more than a clever pun; it's an ambitious immersive project that aims to transform visitors' dreams into art.

To accompany the St. Petersburg, Florida-based museum's new exhibition "The Shape of Dreams," GS&P created the "Dream Tapestry." The experience begins by asking visitors to describe a recent, recurring or favorite dream. Using each description, DALL-E generates original, photo-realistic images to turn the personal dreams into individualized art pieces, based on the artistic styles featured in the exhibition. All of these are displayed in a collective "tapestry" displayed on a 12-foot screen on The Dalí’s gallery walls.

The project, which was created by GS&P with creative concepting by Minds Over Matter, and OpenAI, the creator of DALL-E, is the first interactive use of DALL-E in a museum.

A presentation of how the experience was created, how the technology works and a gallery of each dream created in real-time at The Dalí can be seen at TheDali.org/Dreaming.

"Salvador Dalí relied heavily on dreams in the making of his art and encouraged us all to study our nighttime journeys,” said Jeff Goodby, co-founder and co-chairman of GS&P, in a statement. “The Dream Tapestry will visualize a remembered or imagined dream in an artistic style, magically joining together the dreams of six different visitors. Amazingly, this will give us a collective image of what we are dreaming as a country — even as a world — at that particular moment.”

Credits

Date
Nov 29, 2022
Client :
The Dali Museum
Agency :
Goodby Silverstein & Partners
Executive Director :
Hank Hine
Chief Operating Officer :
Kathy Greif
Digital Experiences Director :
Beth Harrison
Marketing Director :
Beth Bell
Facilities Director :
Brian Iacofano
Co-Chairman and Co-Founder :
Jeff Goodby
Director of Artificial Intelligence :
Nathan Shipley
Associate Creative Director :
Ricardo Matos
Associate Creative Director :
Patrick Matzenbacher
Lead Creative Technologist :
August Bjornberg
Creative Technologist :
Shan Jin
Creative Technologist :
Joshua Blair
Post Production :
Elevel Post
Director :
Michael Damiani
Executive Producer :
John Dutton
Creative Director :
Mike Landry
Motion Artist :
Natasha Candelaria
Motion Artist :
Zachary Seidner
Motion Artist :
Nick Bizzack
Editor :
Russel Fong
Composer & Sound Engineer :
Nicholas DeMatteo
Account Manager :
Daney Ramirez
Director of Production :
Jim Haight
Executive Producer :
Tena Goy
Senior Producer :
Severin Sauliere
Producer :
Jackie Nelms
Director of Business Affairs :
Judy Ybarra
Principal Creative :
Travis Threlkel
Principal Content :
Marc Melzer
Principal Design Strategy :
Alex Oropeza
Associate Creative Director :
Naohito Haitani
Dream Theory Consultant :
Michaela Costello
Lead Designer :
Kevin Veitch
Lead Fabricator :
Johnny Harrison
Director of Film Content :
JP Patterson
Director of Photography :
Jason Young
Line Producer :
Nicole Gonzalez
Video Production :
WinnePeg Productions

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