For the 13th piece in the Burberry Generation exhibition series for the Chinese market, we worked with the uprising artist Myron to create a 288 m² living wall. The art installation comprises 4,660 custom-designed titles made perfect for growing moss which had a total weight over 10 tons. Burberry is sharing a unique rendition of this ever-changing artwork every hour in the form of 361 NFTs for customers to collect from Tencent’s crypto-art platform. To share the story behind Myron’s creation, we produced a film in which we show the artist at work—arguably an artwork in and of itself.

Result:

Over 400,000 video views

Over 1,500,000 social impressions