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.”