Florencia S.M. Brück | @iflorenciabruk / www.florenciabruck.com
Artist | CEO and Co-Founder of Decentral Art Pavilion and 9th Insight
Florencia S.M. Brück, an Italo-Argentinian artist and programmer, explores the intricate connections between the digital, virtual, and natural worlds through her innovative projects and installations. Her work delves into themes of time, perception, nature, mortality, and parallel universes, consistently pushing boundaries and challenging conventions.
Her work has been featured in prestigious venues such as the Venice Art Biennale, Centro Cultural Borges Argentina, International Houston Fine Art Fair, Kunsthalle Faust Hannover, Berlin Art Spring, Art Dubai Boulevart ArtInSpace, Galerie IHAM Paris, Venice Architecture Biennale, Evita Museum Argentina, Espacio Cultural Donceles 66 Mexico, and Art Basel Miami, among others.
She is the co-founder of 9th. com, a metaverse and web3 company that has worked with high-profile clients including Discovery Channel, the World Bank, Mediaset, Xbox, and Alcatel Lucent.
As an active member of prestigious art organizations and the co-founder of Decentral Art Pavilion, Florencia contributes to the development of the art community by participating as a speaker at various conferences such as IKT & Plus Tate Talk: The Role of Digital Art in Cultural Institutions, NFT.NYC London, and Dubai Boulevart, among others. Her commitment to artistic exploration and innovative expression makes her a true pioneer in the ever-evolving world of art and technology.
As a supporter of the development of the artistic community, what message would you like to convey to artists exploring artificial intelligence who are reading these pages?
For me, the concept and message of the artwork must always prevail over the technology. Utilizing AI without an underlying artistic concept may offer a display of technological capability, but it stops short of expressing your inner human view, veering towards entertainment rather than artistry. This technology should be used as a collaborator, enhancing but never overshadowing the artistic vision. AI is a canvas of endless possibilities, merging the precision of technology with the fluidity of artistic expression. To artists exploring AI, embrace it to amplify your creative voice, while maintaining the artistic integrity and vision that ensures the technology serves the art, not the other way around.
Read the interview in Magazine
Your work explores profound conceptual dimensions, addressing complex themes. Do you believe that the intersection of technology and humanity can bring individuals to a deeper perception of time and the universe?
Absolutely. The convergence of technology and humanity, offers a profound avenue to explore and understand time, space, and our very existence. into my work, I aim to create immersive experiences that prompt viewers to reflect on their place in the universe.
This intersection encourages a deeper contemplation of our reality, challenging perceptions and inviting a more nuanced understanding of the world around us. Personal experience from my childhood – a near-death experience at the age of five, caused by drowning, became a wellspring of artistic inspiration.
Through the generative art that I found a voice to express this profound aspect of my past with the installation ‘Out of Body’. It’s a liberation of a long-held silence,  I was able to break the barrier of unspoken memories, transforming a personal ordeal into a universal exploration of life, death, and self-discovery.
The transition of ‘Out of Body’ into an NFT on SuperRare is a continuation of this journey. It represents the potential of blockchain technology to immortalize not just visual art, but also personal narratives and performances that are as ephemeral as they are profound.
In essence, technology became my canvas and my voice, enabling me to convey the nuances of an experience that had remained unspoken for years and connect with others.
Participating as a speaker in prominent conferences underscores your commitment to the discussion on digital art. Could you share with us the significance of this dialogue and your perspectives on the evolution of digital art in the global artistic landscape?

It’s a vibrant arena where we get to exchange ideas, share innovative practices, and delve into how technology is reshaping artistic expression.
One of the most exciting aspects is how digital art is becoming an integral part of contemporary art, no longer seen as a separate entity, but rather as a vital component.
This shift is evident such as immersive digital environments, the rise of AI and AR in art creation, and the evolving space of NFTs and digital collectibles, reshaping how art is experienced and valued across the globe.
Beyond the technological advancements, there’s a deep and meaningful conversation about the societal and environmental implications of digital art.
The idea is not just to use technology for the sake of it but to employ it in a way that can benefit the environment, blend science with nature, and perhaps most importantly, maintain our human connections.
The ethical considerations in digital art, especially with the use of AI and AR, are also a significant part of these discussions. We must navigate issues related to privacy, consent, and the inherent biases in AI algorithms. The goal is to foster ethical and inclusive practices in digital art, ensuring that it remains respectful of individual rights and dignity while pushing the boundaries of creativity. 
Hhighlight the global nature of digital art, is crucial in understanding how digital art is perceived and created in different cultural contexts and in ensuring that the dialogue around digital art remains dynamic, inclusive, and globally relevant.
It’s a blend of creativity, technology, societal values, and ethical considerations. By engaging in these dialogues, we’re not just talking about the future of art; we’re actively shaping it, ensuring that it remains innovative, responsible, and reflective of our diverse global community.
What is your vision on how the metaverse and blockchain will influence the future of art, and do you have any advice for artists on how to best leverage the opportunities presented by these developments?
The Metaverse, in my experience, is a double-edged sword. On one hand, it’s a digital canvas where imagination can run wild, transcending physical limitations, I’ve seen its positive impacts, especially for individuals with disabilities or disadvantages. The Metaverse can be a haven of inclusion and integration, where, for instance, an avatar with wings might represent someone with a physical disability, yet in this digital world, they soar free of judgment and constraint. I’ve also witnessed the power of the Metaverse in education and empathy-building. It can transport students in remote locations to historic sites or even immerse them in significant events.
The immersive quality that makes it so compelling can also lead to burnout, as I experienced. In 2007, I ventured into programming virtual worlds, entering a new dimension akin to a second life, complete with its own virtual currency. My company played a pivotal role in the 32nd America’s Cup in Valencia, bringing it to life in Second Life. We were pioneering, integrating live data into 3D virtual twins, building an entire virtual museum, virtual boat races, and staging live concerts. The creative scope was limitless.
The virtual world was so encompassing that reality itself seemed editable at a click. Seeking respite, for 2 month I was off-grid, I turned to the south of France and immersing myself in the traditional arts – oil painting, literature, and the timeless works of Picasso, Dali, and Matisse. Their groundbreaking approaches to Cubism, Surrealism, and Impressionism resonated with me deeply. They were not just creating art; they were using new creative processes to express their innermost thoughts and visions. Inspired by this, I returned with a renewed perspective, determined to use technology not just as a medium, but as a tool to share my worldview. This led to the creation of “Connektome,” a project inspired by Byung-Chul Han’s exploration of fatigue in capitalist societies. This artwork delves into the themes of burnout and loss of meaning, reflecting on the very issues I experienced. We must balance our digital explorations with our physical reality, ensuring a harmonious coexistence between these two worlds. This mindful approach is the key to harnessing the full potential of the Metaverse responsibly and sustainably. Blockchain, meanwhile, for me is more than just a ledger for digital art transactions. It represents a fundamental shift in how we manage and interact with data. Integrating AI with blockchain can usher in a new era of democratic and transparent data usage. By feeding AI datasets through a blockchain mechanism, we ensure that the AI remains free from biases and manipulations by any individual or group. This synergy between AI and blockchain holds the potential for creating a superhuman intelligence that operates for the benefit of all humanity, This vision of AI, liberated from human weaknesses like selfishness and ambition, could lead us to solutions for the myriad problems facing our world today. Much of our current strife is a result of human flaws and short-sightedness. An AI, guided by the impartial and democratic nature of blockchain, could help us navigate these challenges with a focus on the greater good, protecting our planet and all life upon it. AI, bound by the principles of blockchain, offers a path to address our crises with the collective welfare in mind, leveraging technology not just for advancement, but for the holistic betterment of society.
Do you have any upcoming projects you’d like to share with us? Is there a specific message you would like to convey?
Yes, I’m thrilled to share details about my next project for Art Dubai Digital, titled “AI Futuristic Narratives in Historical Artistry.” Represented by the Immaterika gallery. This project is a unique fusion of historical elegance and futuristic vision, intertwining the rich heritage of Islamic Persian poems and art with the advanced realm of Artificial Intelligence. The creative process begins with AI crafting poems inspired by the works of eminent poets like Rumi and Hafez, exploring themes of divine love between humans, cyborgs and machines and existential inquiry inside the Metaverse, setting the narrative framework. Then, the AI, trained on a dataset of Islamic Persian miniature paintings, visualizes these narratives. This approach creates a captivating blend of historical artistry and futuristic imagination. Each artwork in this collection is a digital anthology that pays homage to the past while innovating for the future. The artworks are presented as metal plate prints, with each piece’s poem and its blockchain registration NFT number inscribed on the reverse, adding authenticity and personal touch. This project is a dialogue between classical and modern art forms, a testament to the power of technology in reinterpreting and preserving rich artistic heritage. It’s a celebration of the timeless beauty of Islamic art, reimagined through the lens of AI, echoing my belief in the potential of technology to serve as a bridge between past traditions and future possibilities.
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