Guerlain, with a futuristic vision, has years of history and presents from 1853 to 2193 how the design of its emblematic bottle evolved thanks to the use of artificial intelligence.

“Born In 1853. Made For The Future”, a video with fragments of the house’s legacy and celebrating the 170th anniversary of the flacon abeilles, the aforementioned bee-shaped bottle.

Throughout the year 2023, Guerlain has presented a host of styles and designs. He even created a minisite dedicated to AI-generated aesthetics that can be found HERE.

The phases of the short film go from the archivists and the directors to key milestones in the history of the maison and periodic images, which served as a reference for the project.

Did you know that in France, the bee design was chosen by Napoleon to represent the new French dynasty. For this reason it was chosen by Pierre-François-Pascal Guerlain and the Pochet & du Courval workshop.