‘Data art’ platform Darta has launched in Manchester today to transform running data into unique pieces of art.
Family members, friends and runners themselves can now celebrate running achievements with a contemporary one of a kind piece of AI art. Darta will deliver the art printed on posters, mugs and T-shirts as a permanent reminder of the heroic effort spent training and competing in an event.
Darta is the idea of creative director Darren Hughes, who loves running and technology in equal measure. He previously founded and sold logo generator Withoomph to graphic design platform Canva in 2020.
Darren has spent three years developing the idea of creating art from sport data. During the development of Darta there has been a rapid acceleration of AI technology, especially within the last 12 months, where visual content has improved and the amount of variety of styles has increased dramatically. Works of Darta are a sustainable alternative to medals and the running collateral associated with entering and finishing running events.
A piece of Darta can be created in three simple steps. Choose your style, enter your running and personal data, and instantly the product will offer many varieties of modern, fun and artistic works. Choose your favourite and how you’d like it printed. Styles vary from screen printed, pop cultured, sophisticated, comedic and beyond.
Hughes said: “I felt there was a gap in the market for a unique personlised contemporary celebration of running achievements. The medal has long been the favourite of awards and there will always be a place for that, but we wanted to try to create something unique for each runner. Each runner’s challenge is individual and we want to tell that story. I also wanted to create a piece of art that celebrates the runner but also inspires others to take up a running challenge, because running is very accessible and is a great natural remedy for physical and mental health.”
He added: “I have worked in digital sport marketing for big brands such as Nike, British Cycling and Umbro. I wanted to use this experience to create a bespoke celebration of individuals’ sporting achievements, from the beginners to the professionals, everyone’s training and competing experience is different and we wanted to represent that via data and ultimately art. During the past year AI technology has accelerated at the same rate Darta was being developed so it’s been a perfect alignment of innovation and technology. I am thrilled to launch Darta and to start making unique pieces of art to celebrate runners of all abilities.”
