Earlier this year, British digital artist Daniel Brown was commissioned by Mulberry to create Love Blossoms, an interactive artwork that visitors could send as a Valentine’s Day card. This still is taken from an offshoot of the project, Random Seed Generator. It’s hugely simple—simply click on a seed to replace it with a new variant—and yet totally satisfying and quite addictive. The attention to detail is gorgeous: the seed textures are based on textiles Brown used in last year’s Decode exhibition at the Victoria & Albert museum.

Mulberry also interviewed Brown for the project. I love his take on the future ubiquity of interactive art—and its impact on brands:

Modern high-tech production methods combined with rapid prototyping mean that we are nearing the point where every product that we purchase—whether it be a garment, a piece of furniture or a mobile phone—will be literally made to order. We can then start thinking about how we can make every item unique to the owner. In that space, it will be vital for brands to be able to accommodate their consumers’ tastes while still having a recognisable aesthetic identity.