**Promised Land — Jesse Visser for Moooi Carpets** The first production model of *Promised Land*, produced in 2024 and measuring 2 × 3 metres. Offered here as the show model used in our Milan presentation, this richly colourful printed rug was developed and produced in collaboration with Moooi Carpets and is made from soft yarn polyamide. *Promised Land* emerged from research into the use of artificial intelligence to generate images of stones and stone surfaces. Composed of more than 350 images, the design depicts an imagined landscape: “new” land that appears natural but does not exist. Its vibrant colours bring an unexpected dimension to these imagined stone surfaces. The work explores originality, creation and the formation of the earth. Boulders are a recurring theme in Jesse Visser’s work, including *Beacon of Light*. They evoke stability, solidity and a sense of anchoring. In *Promised Land*, Visser asks whether an AI-generated image of stone can convey those same qualities. Is physical material essential, or can an image alone carry its meaning?