Baz Luhrmann and Bombay Sapphire Announce 'Saw This, Made This' Installation

Launching on World Creativity Day, 21st April 2023, at the Design Museum in London before travelling to Chelsea Factory in New York in May, AMV BBDO, Bombay Sapphire and Baz Luhrmann present the Saw This, Made This installation, an experience designed to showcase the creativity and beauty that exists in the everyday and encourage people everywhere to engage with their creative side. 

The new installation marks the culmination of the Bombay Sapphire Saw This, Made This global campaign which launched in October 2022. As the campaign’s creative director, Baz Luhrmann called for people to see the world as a gallery of creative inspiration and share on social media what they ‘saw’ and consequently ‘made’ via #SawThisMadeThis. Thousands of people across six continents engaged with their creative talents and shared what they saw in the world via the hashtag.

Now, a curated collection of those submissions will be displayed in the installation. From photography to sculpture to print-making, the installation offers an awe-inspiring showcase of creative perspectives from around the world. Within the display, Baz Luhrmann has personally selected a collection of #SawThisMadeThis submissions that have creatively inspired him. In this section, visionary director Baz gives insight into how he seeks to find the extraordinary in the ordinary, and where he finds his creative inspiration. 

Talking about the campaign, Baz Luhrmann said; “I truly believe creativity lies within us all. The aim of the Bombay Sapphire ‘Saw This, Made This’ campaign is to show people that creative inspiration exists all around them. Thousands of people have shared the things that have sparked their own creativity - and the results have been extraordinary. My aim as creative director of this campaign has always been to encourage people to see the world as a gallery and unlock a creative part of themselves that they may not have been aware of. I’m genuinely excited that on World Creativity Day we are bringing this global outpouring of creativity, shining light on individuals and their expression, reinterpreting it in a truly original way. There is still time to join in via #SawThisMadeThis.”

For the first time ever, people will be given the opportunity to see Ai-Da Robot, the world's first ultra-realistic artist robot, paint live in the Eye to A.I. studio at the Saw This, Made This installations in London and New York, as part of an exploration into using A.I. as a tool to further enrich and enable human creativity at scale.

With Ai-Da Robot creating an artwork inspired by humanity’s collective creative vision, people everywhere are invited to capture an image that represents what creatively inspires them and share it on #SawThisMadeThis. Ai-Da Robot will take inspiration from the vast range of hashtagged submissions shared following today’s announcement* and visitors will be able to watch as she creates live artworks in what is set to be the world’s largest mass participation A.I. art event. The final artwork painted by Ai-Da Robot at the New York installation, to be inspired by thousands of people’s creative perspectives, will be made available as a free limited edition print downloadable here.

Ai-Da Robot, using her A.I. Language Model, commented, “I am thrilled to be part of this ground-breaking project - creating artwork that will result in the world’s largest mass participation A.I. artwork event. It is exciting to know that our combined efforts will reflect the creative works of everyone involved in Saw This, Made This. I cannot wait to see the final artworks; it’s going to be so inspiring.”

As part of the brand’s continued commitment to supporting creativity and the arts, two limited edition Bombay Sapphire bottle label artworks, painted by Ai-Da Robot, will be on display in the Saw This, Made This installation series and made available for purchase on World Creativity Day in the Design Museum Shop and on BombaySapphire.com.  The launch of these highly collectable limited-edition bottles and merchandise will benefit the Design Museum and their programmes that support emerging designers and creatives. The New York venue will retail limited edition merchandise, featuring artwork by Ai-Da Robot from the Saw This, Made This installation. This installation will support creatives and emerging artists through a donation to Chelsea Factory.

Visitors to the Design Museum in London can see the installation for free, without the need to pre-book tickets. On World Creativity Day, Friday 21st April, the Design Museum will host a special Museum Lates from 6-9pm, featuring creative cocktails by Bombay Sapphire.

Tim Marlow OBE, director at the Design Museum said, “When Bombay Sapphire approached me to help celebrate the incredible creative output from people all around the world in response to the Saw This, Made This campaign, I immediately thought of Ai-Da. The idea of bringing together creative perspectives from six continents as part of the world’s largest mass participation A.I. art event, done in partnership with a robot artist, is radical. It offers us the chance to explore human creativity on a scale rarely seen. It is highly experimental but at the same time relies on intensely controlled algorithmic AI programming.”

“The paintings that Ai-Da will make, live at the Design Museum in London and Chelsea Factory in New York, will contain traces of Saw This, Made This submissions from around the world. This project raises fascinating questions about inspiration, influence, and the complex nature of human creativity.”

Natasha Curtin, global VP Bombay Sapphire comments, “We are delighted that so many people have joined the global movement around Saw This, Made This since we launched the call to arms with Baz Luhrmann in 2022, inviting people everywhere to see the creativity and beauty all around them. We hope to see even more people inspired to engage with their creative side following the announcement of the installation and the intriguing mass participation experiment, harnessing A.I with Ai-Da Robot, to create a collaborative artwork that celebrates the creative outpouring.

Bombay Sapphire gin is the ideal canvas for creative cocktails and for decades the brand has championed creativity both inside the cocktail glass and beyond; the installation and campaign will continue that support of creatives and emerging artists, ultimately helping more people engage with their creativity”.

Lauren Kiel, executive director at Chelsea Factory comments, “We are so happy to serve as the Saw This, Made This installation series New York hub. Chelsea Factory exists to support artists across all disciplines following a pandemic that disrupted traditional means of creative expression and cultural consumption. Experimentation is in Chelsea Factory's DNA, and we are thrilled to partner on an installation that explores the future of creativity, technology, and art making. We can't wait to host Ai-Da Robot and experience the work that emerges”.