What it had to solve
The Museum of Contemporary Art Australia engaged Landor Australia to create an identity for Data Dreams: Art and AI, an exhibition of ten international artists exploring contemporary art and artificial intelligence, presented as part of the 2025–26 Sydney International Art Series. It was the first time the MCA partnered with a brand agency on a creative project of this kind.
How it works
Landor conceived and built Data Dreamscape, the institution's first interactive experience: a generative tool producing an identity that is never the same twice, rolling out across marketing, merchandise and in-gallery applications. Visitors typed memories from their own dreams and the AI transformed each entry into an original artwork.
What it did
About 3,000 visitors engaged directly with the tool during the exhibition's run, and no two outputs were the same. Director Suzanne Cotter credited the partnership with bringing the exhibition's themes to life in an engaging, interactive way.
Background
For Data Dreams: Art and AI — ten international artists working at the intersection of contemporary art and AI — the Museum of Contemporary Art Australia did something it had never done: it handed a brand agency a co-creative role. Landor Australia proposed an identity that refuses to sit still.
Data Dreamscape is a generative system rather than a fixed visual identity, producing an endlessly shifting dreamscape so the exhibition's face is never the same twice. Its heart is personal: visitors type in memories from their own dreams, and the AI turns each entry into a unique, original piece of artwork.
The system ran across marketing, merchandise and in-gallery applications during the exhibition, which formed part of the 2025–26 Sydney International Art Series. Around 3,000 visitors fed it their dreams over the run; Landor executive creative director Andy Thomas called the result genuinely collaborative between curatorial intelligence and brand tools.
Why it lands
The identity enacts the exhibition's theme instead of illustrating it.
Personal input — your own dream — makes the brand asset memorable in a way a poster cannot be.
One tool served three jobs at once: marketing, merchandise and the gallery floor.
What you can take
An identity for an AI show should behave like its subject: generative, participatory and never the same twice.
Since then
The material records the exhibition run and its roughly 3,000 engaged visitors; no long-term plans for the tool are mentioned.
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