Simulacra is an exhibition and accompanying Book created for the Boijmans’ Art Depot in Rotterdam.

This exhibition follows a designer interrogating an Artificial Intelligence model’s impact on their work, how its design style is bound to repeat itself, all crescendoing in an “interview”, unknowingly letting that AI in and giving it access to the designers’ work.

The Simulacra Book uses fully recycled paper, as a metaphor for the AI’s process of machine learning, regurgitating designs and systems that have already been created.

The Motion Graphics in Simulacra are meant to be unnerving. Big, Convulsing circular shapes watch you at every point, representing multiple AI models watching you, learning from you, and using your data for unknown motives.

The goal of this project was to create an integrated narrative spread across the exhibition and book, working together to make a cohesive narrative and convincing visual identity.