A New Tool for Creatives
AI doesn’t invent taste.
It gives designers more room to explore it.
Here, System 1224 is reimagined in white oak.
New Tech
AI APPLIED
Creative Director at B+N
Designing with AI isn’t about automation — it’s about collaboration. I’ve learned that the best results come from a back-and-forth between intuition and iteration: using AI to open possibilities, then refining every detail in Photoshop until the image feels perfectly human — balanced, purposeful, and appropriate for its audience.
Following are a few examples of how I use AI, Photoshop, and advanced imaging tools to present the systems I’ve helped create—shown as I always envisioned they were meant to be used.
Fortina battens with Fortina QuickStick Film as a seamless solution to interiors
Sorbetti 2.0 in an elegant home featuring collections
Understanding AI is only the beginning — knowing how to shape, refine, and finish the image through multiple tools is what ensures it holds up in print and beyond.
The image as it appeared as a spread ad in Interior Design Magazine
When designed with intent, a single image can speak fluently to both home and retail audiences.
The image used in ads for both Luxe Magazine and VMSD
The clean lines of Sorbetti 2.0 echo the quiet order of neoclassical design.
Sorbetti 2.0 in a dark chocolate living area
The new technology brings a mix of control and discovery — a liberating way to create rapid permutations of ideas.
Sorbetti 2.0 defines seating areas while showcasing curated collections of art books and sculpture.
Fortina QuickStick Film is a seamless solution to interiors. Here, a few sculptures generated from AI showing it’s flexibility.
AI can translate product attributes into visuals that communicate intended usage.
The image as it appeared as a spread ad in Interior Design Magazine
Fortina QuickStick Film and battens applied to various interiors with all the same wood grain tones.
Fortina QuickStick Film and battens applied to various interiors with all the same wood grain tones.
Fortina QuickStick Film and battens applied to various interiors with all the same wood grain tones.
Some fun solutions for a Metropolitan Museum of Art presentation
…and who wouldn’t love a private whisky lounge with backlit images on System 1224?
