HEIMSTONE X MAISON META
For its new capsule, Chromatic Three, Heimstone explores new creative perspectives and collaborates with Maison Meta to pioneer the brand's first AI-generated print.Discover the creative approach of this collaboration throughout a discussion around Artificial Intelligence between Cyril Foiret, founder of Maison Meta Studio, based in New York City, and Creative Director Alix Petit from Heimstone.
"AI has no taste, only humans can bring the flavour"
a word from alix
"For years at Heimstone, my motivation has stemmed from creativity, cultivating a distinctive and exceptionally original universe for my brand. Every creative journey begins with paper and pencils in hand, as I believe the imperfect perfection of hand-drawing fosters uniqueness and personality.
Yet, technology also captivates me, and I am constantly in pursuit of innovation. For our latest collection, Chromatic Three, a super romantic yet graphical collection, I had the extraordinary chance to collaborate with Maison Meta, delving into AI to craft one of the prints for this capsule, "Seaweed in Motion".
“For someone that has a creative background, using AI is just adding a new tool the our creative toolbox”.
the creative process
In August 2022, Cyril Foiret stumbled upon the initial glimpse of AI's potential and promptly summoned Creative Director Alix Petit to embark on a trial for creating a print for Heimstone.The process unfolded seamlessly; we merely had to ponder a handful of potent keywords, and voila! Here are the keywords we employed and their significance for Alix:
WILD
I envisioned something untamed, strikingly spectacular.
FEMININE
Heimstone's essence resides in femininity and delicacy.
ILLUSTRATION
I aimed for an artistic rendering, distinct from a photograph.
YELLOW GREY NEON
I had already envisioned a highly graphical capsule with a restrained color palette.
TRANSPARENCY
Perhaps referring to the image's airiness.
LIGHT
As luminous as spring itself!
BOLD
Heimstone's essence juxtaposes femininity with audacity.
SHARP
Precisely defined, avoiding any semblance of chaos.
ROUGH
A touch of disorder, reflecting Alix's contradictory nature!
ABSTRACT
I adore crafting prints that are abstract yet discernible in form.
WINDY- MOVEMENT
To steer clear of rigid geometrical shapes and sharp edges.
FRESH
I envisaged blossoming of vegetation
SEAWEED IN MOTION PRINT
A quick note on Chromatic THREE
For this capsule collection, my focus was on utilizing only three colors: yellow, black, and off-white, to craft a profoundly harmonious ensemble. It marks our inaugural spring capsule, a rejuvenating breeze, luminous, refreshing, delicate yet graphical in its essence.