Two and a half centuries after Josiah Wedgwood perfected Jasperware, with its distinctive matte finish, the British ceramics brand is marking the milestone with a decidedly 21st-century approach. The company has launched Jasper 250 AI, a generative tool that enables anyone to get creative and play with an iconic style of pottery.
The initiative echoes a 1930 international design competition when Wedgwood celebrated its founder's bicentennial, which crowned Danish artist Emmanuel Tjerne. Now, participants can share their AI-generated designs across social platforms using #jasper250, with the winning creation to be 3D-printed and acquired by the V&A Wedgwood Collection.
Rather than asking people to passively admire tradition, Wedgwood is inviting them to actively collaborate with its legacy — positioning AI as a bridge between today's consumers and the brand's heritage. By translating 250 years of stoneware artistry into an accessible digital format, Wedgwood demonstrates how even the most storied brands can allow consumers to mold tradition and make it their own.
