Dedication to excellence
Beretta is thrilled to announce the launch of the first art collection generated by artificial intelligence, a bold new chapter in the journey that reaffirms the company's continued dedication to innovation and design excellence. For nearly five centuries, Beretta has been the symbol of unparalleled craftsmanship, precision and tradition. Today, to celebrate its 498th anniversary, we embrace the future by fusing human genius with artificial intelligence. “W3bicons” is the first digital art collection created by the historic company from Gardone Val Trompia: a series of Gen AI and 3D modeled works, all inspired by the iconic Beretta M9/92FS pistol. This collection of twenty unique pieces is a tribute to those who aspire to explore new horizons through the lens of technology.
Symbol of Made in Italy
The heart of the collection is the legendary Beretta M9/92FS, a design icon recognized as one of the most enduring symbols of Made in Italy excellence. Revered in action films and video games, the M9/92FS conquers the digital realm, with its classic forms beautifully reimagined in a vibrant array of colors, textures and materials. The dual “W3bicons” collection is a sublime play of contrasts that juxtaposes opposites to create a seductive tension. The ten works of art in the Luxury collection, featuring pieces such as Golden Marble and Glow Porcelain, celebrate Beretta’s legacy of fearlessly experimenting with new technologies. While the Pop collection, featuring standouts such as Graffiti Velvet and Oceanic Blaze, pays homage to the cult imagery of cinema and pop culture, where the M9/92FS has become an icon.
Pop culture
Purchasing one or more of the ten Luxury W3bicons pieces is not only a coveted opportunity for art and NFT collectors, but also comes with an exclusive benefit: an invitation to the 500th anniversary celebration of Beretta in 2026. And for pop culture enthusiasts, there’s even more to discover: the Pop W3bicons collection features ten more pieces, at a more accessible price, offering the rare chance to own a piece of history and cultural heritage. Carlo Gussalli Beretta, 16th generation of the ancient dynasty of entrepreneurs and Digital Innovation Project Manager of the Company, comments: “These wonderful works of art represent the evolution of Beretta seen in an artistic way. An iconic product with timeless perfection revisited thanks to AI wants to be the symbol of the constant technological and digital transformation undertaken for decades by my family’s company. Without forgetting our origins”.