London, December 2025
Sedition is pleased to announce the strategic acquisition of Muro, a neuroesthetically curated digital art platform founded by Gianluca Boccadifuoco. With roots in Lisbon and Doha, Muro was created with a clear mission: to bring digital art into real-life environments, with a vision to enhance people's emotional well-being through art.
For Sedition, the acquisition is both strategic and foundational. It strengthens the company's position as the leading provider of premium digital art experiences, and deepens its ability to deliver art systems designed for luxury hospitality, wellness destinations, workspaces, and contemporary architectural spaces. By absorbing Muro's technology, datasets, and neuroesthetic methodology, Sedition gains the ability to curate with a new level of intention - transforming art into an active component of human experience.
Muro combines AI, neuro-feedback, and sensory design to create curated visual experiences designed to influence mood, focus, and emotional states. Its research - conducted in collaboration with neuroscientists and EEG specialists - demonstrated measurable impact, including increases of up to +90% in positive emotional states, heightened mental activation, and consistent improvements in mood.
Beyond its scientific work, Muro contributed to the growth of the digital art ecosystem by collaborating closely with digital-native artists and presenting immersive works through RnA Studio in Lisbon, a space co-founded by Boccadifuoco and led by Dimitri De Jonghe to support experimentation and public engagement with contemporary digital art.
"Art has always held emotional power. What Muro achieved is the ability to measure it," said Dyl Blaquiere, CEO of Sedition. "By bringing Muro into Sedition, we combine scientific clarity with artistic excellence - giving our clients experiences that are not only beautiful, but engineered for impact."
"From the beginning, Muro was built on the conviction that art can do more than decorate - it can actively shape how we feel," said Gianluca Boccadifuoco, founder of Muro. "Joining Sedition means this work can now reach the scale it was always designed for."
The acquisition strengthens Sedition's offering for luxury hospitality, wellness, architecture, and workplace environments, providing clients with art systems optimized for emotional impact. It also expands Sedition's presence across key geographies, particularly the Middle East, where Muro has established relationships in Doha, as well as in Europe and the Asia-Pacific region.
Operationally, Sedition will integrate Muro's datasets, neuroesthetic methodology, artist collaborations, and mood-curation technology into a new research and innovation division focused on the intersection of digital art, science, and human experience. In turn, Muro's clients will gain access to Sedition's global artist catalogue, streaming infrastructure, and international licensing network.
As part of the transition, the Muro brand will be retired, with its research, partnerships, and emotional-design philosophy continuing under Sedition as part of its long-term innovation roadmap.