From sketches to prototype: Designing with generative AI ✨🪑

A collaboration between DeepMind's generative models and designer Ross Lovegrove to explore how AI can push the boundaries of design.

Our goal was to build a specialized prototyping tool that could act as a true collaborative partner. We used a fine-tuned version of our Imagen model, training it to translate Lovegrove's distinct design language - characterized by organic, biomorphic forms - into novel, authentic chair concepts. We then used Gemini to refine the final concept, which was selected from 630 (!) options, and bring it to life.

Why this was important: encoding and directing designer intent

The core technical and creative challenge was to accurately encode the subjective nuance of Ross's unique style into the fine-tuned model and then control the generative process through iterative prompt engineering.

Dataset Distillation: We curated a high-quality dataset from Ross Lovegrove's personal sketches. This was essential for fine-tuning Imagen, allowing the model to learn the specific curves, structural logic, and organic patterns of his work, ensuring new concepts were rooted in his vision.
Prompt Engineering Dialogue: The studio actively decoded Ross's design lexicon, prioritizing language alongside the visual data. This enabled a human-led dialogue where design intent was conveyed through precise, iterative prompts. For instance, we challenged the model with creative synonyms instead of the word "chair" to force richer, more diverse outputs, demonstrating control over creative steering.

What we achieved: from digital concept to an authentic physical expression of his style

This collaborative process produced a final design validated by Lovegrove Studio as an authentic extension of their vision. We used Gemini for subsequent material ideation and multi-perspective visualization. The final, AI-generated concept was then transformed into a tangible, functional piece of art using metal 3D printing.

This project provides a powerful case study for AI as a collaborative tool in professional creative fields, showcasing its potential for innovation in architecture, fashion, 3D design, and beyond.

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✨Thank you to everyone who contributed their time, passion and talent to this project

Eng: Ishaan Malhi, Suraj Kothawade

PM: Bea Alessio, Nicole Brichtova, Tom Hume

Creative: Yeawon Choi, Yasmin Elayat (xWF), Matthieu Kim Lorrain

Marketing and comms: Yasmin Gehman, Dimple Vijaykumar, Duncan Noble Smith, Phil Esposito, Muinat Abdul (xWF), Mackenzie Thomas, Vika Koriakin

Brand: Emma Yousif

Partnerships: Maria Abi Raad, Mavish Mahomed-Silva (xWF)

UXR: Maryanna Rogers (emeritus)

Partners: Ross Lovegrove, Ila Colombo, Modem Design Office