Prague’s Myslbek Shopping Gallery is moving into a new era of graphic design with a stunning and innovative approach, marking the start of its collaboration with Prague-based marketing veterans Hanisch and friends. Myslbek is exploring a bold revival of its face with the help of artificial intelligence, the use of which is seen by the gallery as an example of a new progression of artistic creation. Thus, even in its new coat, Myslbek Shopping Gallery remains true to its mission to be a place of support and affiliation for the arts.
“The brief was to combine the existing elements of the brand, which are a combination of fashion, art and punk, and to reflect them in the new visual identity. The topic of artificial intelligence is obviously a hot one in our industry. Using AI to creatively produce playful, original visuals for the Myslbek gallery seemed like the perfect opportunity to use this modern and somewhat controversial tool,” summarises Petr Hanisch, Managing Director of Hanisch and friends.
Despite AI’s unrivalled efficiency (AI offers the ability to create fast photo collages that would take a multi-person team several days of work in a normal production), AI’s greatest added value is its certain aesthetic mystery, which makes the new visuals completely different from the retail campaigns of competitors.
“An undeniable advantage is the speed with which complex photo montages are created, the quality of which is of a high standard. AI also gives us much broader creative possibilities that make the visuals more imaginative and memorable for the customer,” says Vítězslav Mareš, creative director at Hanisch and friends, describing the advantages.
Myslbek Gallery plans to support the theme of artificial intelligence with an interactive exhibition with a diverse accompanying programme that includes expert discussion sessions with selected experts who will talk about AI in the context of their fields. Both the exhibition and the programme aim to present not only the benefits of AI for our society, but also to provide insights into its more complex aspects.
“Myslbek has long supported art and design. Thus, the use of AI might seem almost inappropriate in this case to some, but from our point of view we perceive it exactly the opposite. The use of AI is reminiscent of the artistic process: original works are created, the graphic designer has a great deal of room for imagination and there is also the possibility of integrating other artistic directions into the newly created materials. That’s why we liked the idea right away and believe that the uniqueness of the resulting look will now make us more recognizable and clearly identifiable to our customers. Overall, the AI theme opens up the opportunity for other possibilities, so we are looking forward to what else it will bring us,” says Lenka Beldíková, Myslbek’s marketing manager.
The new visual identity was created with the strategic goal of enhancing the existing brand and positioning and will be gradually integrated into all communication channels and promotional materials, including the redesign of the existing website.
About Myslbek Shopping Gallery: Myslbek Shopping Gallery opened to the public 26 years ago, on July 4, 1997. The building itself, designed by AHK architects Zdeněk Hölzel and Jan Kerel together with French architect Claude Parent, combines classical architecture with 20th century architecture. Since its opening, the building has undergone a major renovation under the supervision of the Jestico + Whiles architectural studio. It has subsequently been awarded a BREEAM In-Use Green Certificate. It is divided into office and retail parts. The owner of the building is the joint stock company Myslbek, which is part of the investment fund AEW. Cushman & Wakefield is responsible for the management of the centre.
About Hanisch and friends: we are a group of creatives, marketing veterans and advertising visionaries. We think freshly about every assignment. We build marketing strategies and work in concert with creative to create a plan of communication platforms that support one goal: to communicate our clients’ brand effectively and authentically in a language that customers will respond to.
