Research & Projects
Where the method is put to the test
Brandcraft's method was born from experience inside fashion archives. Research has validated it; projects keep testing it, in fashion and beyond. This page gathers both, and will grow with them.
Peer-reviewed publication · Routledge · 2025
Unleashing Creativity: The Powerful Duo of Artificial Intelligence and Brand Heritage
How can heritage become part of everyday creative work, with AI in support rather than in charge? The chapter answers with a framework designed for fashion and other brand-driven industries.
It brings together three kinds of knowledge:
- Experience: the method Grazia Venneri developed in thirty years of work inside fashion archives
- Technology: Giulio Piana's expertise in Artificial Intelligence and Machine Learning
- Theory: a review of research on heritage, creativity and AI, and a product innovation methodology that starts from real market and user needs
The result is INFLOWe, a framework in three parts: the Creativity Flow, the Evolving Heritage Platform and Hybrid Intelligence.
Its distinctive idea: AI is not a division of tasks between people and machines, but a way to pass expert knowledge on. The judgement of archivists, curators and designers is held in models trained on the brand, and remains available to the teams that come next.
'Unleashing Creativity: The Powerful Duo of Artificial Intelligence and Brand Heritage', in Artificial Intelligence in the Cultural and Creative Sectors, Routledge.
Art & AI · 2024–2025 · with Roger Weiss
Domestic Chronotopes: Archaeology of the Everyday
An installation by Swiss artist Roger Weiss. Every domestic surface (bathtub, carpet, kitchen sink, table, washbasin, toilet and bidet) is rebuilt as a 1:1 volume at its real height; on each, a monitor shows from above, at life size, the everyday gesture performed there.
Each surface is paired with a time that lies outside the home: birth rates, two thousand years of conflict, gender history, financial cycles, pandemics from 1665 to today, the human–machine conflict up to a hypothetical 2270. The title borrows Mikhail Bakhtin's chronotope, the bond between time and space.
Brandcraft developed two artificial intelligences under the artist's direction, trained specifically for the work. The first distributes the events across the video and turns their intensity into speed: the gesture slows as the event intensifies. The second, trained on hundreds of annotated images, recognises the object that mediates the gesture, the cutlery or the vacuum cleaner, and removes it from the video, leaving the traces of its training in view.
The AI does not generate. It reads, modulates and reveals: the same principle that guides INFLOWe, technology that illuminates what is already there.
Exhibited in Tutti i presenti che non sono mai esistiti, a two-person exhibition with Valentina De' Mathà, curated by Marco Pietracupa, StadtGalerie Brixen, 2025. Catalogue: Azerostudio Editions, October 2025, text by Gianluca Marziani.
Courtesy Roger Weiss
Have a project in mind? Let's talk