Wedgwood has emerged again with a rather clever bit of traditional heritage and cutting-edge culture-based fusion.
The latest English fine China brand launch is a partnership with digital agency XXII Studio to unveil an innovative generative AI tool named “Jasper 250”.
Celebrating the 250th anniversary of Wedgwood’s iconic Jasperware (a distinctive matte stoneware with delicate white reliefs on coloured backgrounds, iconic of the brand) AND inviting a new generation of designers to engage with the brand’s rich heritage. Nicely done. All by empowering users to design their own ware pieces, generating what Wedgwood describes as, well…”totally bonkers results”.
This arrives hot on the heels of their brilliant collaboration with Palace Skateboards to bring British heritage together with contemporary skate culture, showcasing wit and creative craftsmanship via a limited edition China collection.
To further engage the public in their AI collab, Wedgwood is hosting a competition where designs created using the Jasper 250 tool will be submitted for consideration. The winning entry will not only be 3D-printed but will also find a permanent home in the V&A Wedgwood Collection, which boasts over 175,000 objects. This piece will be showcased in the upcoming exhibition, ‘Unpacking the V&A Wedgwood Collection: Jasper 250,’ opening this June.
It’s all a rather simple but hugely effective and beautifully executed way of speaking to a younger audience in a manner that is reminiscent of fashion and culture brands that offer the sense of co-creation that 16-25-year-olds demand these days.
