Hasta La Ideas

Fans of luxury goods brand Mulberry can send their loved one a unique gift this Valentine’s day – generative digital flowers that grow before their eyes

Mulberry’s digital consultant Ross Phillips commissioned Daniel Brown to create the project, called Love Blossoms. Users register online (here), choose a pattern from Mulberry’s Spring Summer 2011 collection and add a personalised message. Come February 14, a digital seed will be sent to the object of their affections via email. Once the link is opened, the seed grows into a unique bunch of flowers, the patterns of which are generated from the Mulberry prints.

The generative process is similar to that used by Brown in his installation for Decode, the V&A’s digital art show last year. All the flowers will be unique to each user and can be shared as images via Twitter and Facebook.

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