Landor partners with Museum of Contemporary Art Australia on landmark AI exhibition

Landor Australia has revealed its creative partnership with the Museum of Contemporary Art Australia (MCA Australia) on Data Dreams: Art and AI, delivering a landmark exhibition for the institution.

Engaged by the MCA to create an identity for the exhibition — which brought together ten visionary international artists exploring the intersection of contemporary art and artificial intelligence — Landor conceived and built Data Dreamscape. A generative identity system and the first ever interactive experience by MCA Australia to coincide with their exhibition, presented as part of the 2025–26 Sydney International Art Series.

The project marks the first time the MCA has partnered with a brand agency to deliver an innovative creative project of this kind.

Rather than a static visual identity, Landor proposed and developed a generative tool that produced an endlessly shifting dreamscape — ensuring the identity of the exhibition was never the same twice. At the heart of Data Dreamscape was an intimate, personal and far more memorable experience: visitors were invited to type in memories from their own dreams, with the AI transforming each entry into a unique, original piece of artwork. No two outputs were ever the same.

The identity rolled out across marketing, merchandise and in-gallery applications. During the exhibition’s run, approximately 3,000 visitors engaged directly with the tool.

Says Andy Thomas, Executive Creative Director of Landor Australia: “This partnership demonstrated what’s possible when a brand agency and a cultural institution genuinely co-create,” said Thomas. “The MCA team brought deep curatorial intelligence, and we brought the tools to translate that into a brand world. The result was genuinely collaborative in a way we’re very proud of.”

“Our partnership with Landor on Data Dreams: Art and AI shows what’s possible when cultural institutions and leading brand thinkers collaborate,” says Suzanne Cotter, Director, Museum of Contemporary Art Australia. “Landor’s digital expertise and tech insight helped build a unique experience for visitors that bought the themes and ideas of the exhibition to life in an engaging, interactive and vibrantly way. Together, we showed how strong creative innovation driven by audience engagement can genuinely elevate the experience for museum visitors.”

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel