The experience unfolds as a journey through Swatch’s decades of design heritage, featuring archival pieces alongside works by artists from the Swatch Art Peace Hotel. Together, they offer insight into the visual and conceptual influences that have shaped AI-DADA, the brand’s new artificial intelligence-powered design tool.
At the heart of the installation is an interactive zone where visitors can generate their own watch designs using simple text prompts. Within minutes, AI-DADA translates words into fully realised designs, removing traditional barriers to entry and opening up the creative process to anyone, regardless of experience. The result is a highly personalised approach to watchmaking, where individuality and spontaneity take centre stage.
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