Research & Practice
Where the method is put to the test
Brandcraft's method was born in practice. Research has validated it; collaborations, beyond fashion and in the arts, keep testing it.
Unleashing Creativity: The Powerful Duo of Artificial Intelligence and Brand Heritage · 2025
Brandcraft's methodology has been validated and published by Routledge as part of a research study on AI in the cultural and creative sectors, authored by Giulio Piana and Grazia Venneri.
The chapter introduces the Hybrid Intelligence framework and applies it to the fashion sector, demonstrating how AI can empower the creative process without displacing the human judgment at its centre. The research draws on archival methodology, creativity theory, and the latest advances in Machine Learning — bridging academic rigour with practical application in fashion and design.
Domestic Chronotopes: Archaeology of the Everyday · 2025
Brandcraft's Hybrid Intelligence framework extends beyond fashion heritage. In collaboration with artist Roger Weiss, we developed two custom AI systems for Domestic Chronotopes: Archaeology of the Everyday — a multimedia installation that applies the same logic of AI-as-interpreter to the gestures of everyday life.
The AI does not generate. It reads, modulates, and reveals — stripping gestures of their cultural tools to expose their archetypal core. The same principle that guides INFLOWe: technology that illuminates what is already there, without replacing the human act of interpretation.
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