Born in 1853, made for the future

GUERLAIN

To mark the 170th anniversary of its signature Bee Bottle,

Guerlain developed its very own artificial intelligence (AI)

model to design a bold, futuristic digital exhibition, reinter-

preting the iconic bottle throughout the ages, from its cre-

ation in 1853 all the way up to 2193. From Second Empire to

art nouveau, the Roaring Twenties, the new avant-garde and

modernism, the exhibition explores each successive period

before finally looking ahead to 22nd-century

Paris – a capital reinvented to harness the

regenerative power of nature, where historic

monuments and natural wonders coexist in

perfect harmony. The project was led by a team of archi-

vists and digital innovation specialists from Guerlain, who

worked together to highlight key milestones in the Maison’s

history and showcase its vibrant heritage. Each era was

matched with period-specific artistic references, architec-

tural inspirations and visual archives. In parallel, a team of

engineers built and trained a complex, personalized AI

model that drew on a number of tools to create images

and videos exploring the Bee Bottle from every angle. In

all, more than 1,800 unique works of art were generated

and assembled for this innovative digital exhibition.