In the field of generative art and design, design concepts are represented as code. This generative code functions as DNA does in nature. It uses artificial life to generate a multiplicity of possible artworks, artificial events, architectures and virtual environments. In the generative approach the real artwork is not merely a product, such as an image or 3D model. The generative artwork is an Idea-Product. It represents an artificial species able to generate an endless sequence of individual events, each one different, unique and unrepeatable but belonging to the same identifiable design Idea. The author's project, Argenia, realizes the “new naturality” of artificial objects.