Design > Digital & Interactive Design
DALÍ LIVES
GOODBY SILVERSTEIN & PARTNERS, San Francisco / THE DALI MUSEUM / 2019
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Overview
Credits
Overview
Background
A survey conducted by the Dalí Museum revealed that visitors want more digital experiences. According to Hank Hine, the executive director of the Dalí Museum, visitors of the museum want access to art. They want a way in to better connect with the masterpieces by understanding the personality of the artist. That’s especially important for an artist like Dalí, who used to say that “more important than my art, is my personality.” So, we created a technology-driven experience to offer its visitors a chance to go face-to-face with the surrealist master, and get a glimpse of his larger-than-life personality while furthering their understanding of his art. Furthermore, the museum wanted to celebrate the 30th anniversary of Salvador Dalí’s death. So, we used the controversial deepfake technique in service of art for the first time to bring the artist back to give visitors a personal tour of the museum.
Describe the creative idea
On the 30th anniversary of Salvador Dalí’s death, we brought him back to life using artificial intelligence to give visitors of the Dalí Museum a point of view they’d never had: the art according to the artist. Thanks to our digital re-creation of Dalí, visitors could hear about the masterpieces from the master himself for the first time. To recreate his personality, we used only Dalí’s words extracted from old interviews, books and personal letters that were collected for over 35 years and verified by the museum’s curators. Famous quotes were integrated into a tour of his art, hosted by Dalí. Through interactive screens installed inside the galleries, people could get face-to-face with Dalí in a personal way. Dalí Lives featured over 125 videos, and with 190,512 possible combinations, every user had a different experience. We brought a visionary artist from the past to take the museum into the future.
Describe the execution
On January 23, the 30th anniversary of Salvador Dalí’s death, we launched trailers with Salvador Dalí himself announcing his return to present his own masterpieces at the Dalí Museum. We designed interactive screens that allowed people to get face-to-face with the master in life size with the push of a button—they were minimalist to fit the museum’s architecture, and taylor-made to fit a life-sized Dalí. Our digital re-creation of the master, made entirely with artificial intelligence, let visitors hear from the the artist about his art. A tour with 125 videos and 190,512 possible combinations that made sure every user had a unique experience. Dalí even took selfies and sent them via text—a perfect souvenir for visitors, who could now proudly prove they not only visited the Dalí Museum but also got to meet the iconic artist in person.
List the results
The return of Dalí made headlines all over the world. On the 30th anniversary of Dalí’s death, the master of surrealism became a trending topic on Twitter. The trailers in which Dalí announced his return were seen in over 100 countries. Over 25,000 people experienced Dalí Lives in the first month.
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