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Christofle, Monoprix, NFT Factory… and the mysterious territories of metadesign

2022-05-20T03:53:27.250Z


The lifestyle sector is taking over NFTs, virtual works marketed in cryptocurrencies. Decryption.


In the 21st century, mysterious territories, accessible only to a group of initiates, are multiplying.

Thus, exploring the Christofle Aurifaber Citatis, an imaginary universe built around the elements of the Christofle goldsmith coat of arms and its Mood, centerpiece containing cutlery, is not given to everyone.

Only holders of one of the 529 NFTs called 925 Genesis Mood, put on sale on May 7 at the price of 0.1 ether (i.e. approximately €232), know this corner of the metaverse.

With this non-interchangeable digital animated work, Christofle is the first luxury brand in the tableware sector to enter Web 3.0.

Read alsoNathalie Remy: "My role is to modernize while maintaining the know-how"

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Genesis mood, NFT Christofle Press service

But what pushes a house whose core business is craftsmanship to set foot in the virtual world?

“Charles Christofle built the reputation of the house thanks to an innovation: pieces of tableware in silver-plated metal made with an electrolysis process.

It was a form of democratization of solid silver, without concession in technical and artistic matters.

Christofle approaches the metaverse with this pioneering spirit: it is a new means of expression, which makes it possible to address a target group that would not come spontaneously to our stores or to our e-commerce site", replies Marie Beaussier, director of the Christofle offer and products.

Going to conquer audiences is, in fact, one of the motivations of the brands that bet on this space.

“NFTs are the way to promote a new community and to forge more direct links with it, confirms Justine Villemain, co-founder of two expert companies on the subject, Braw Haus and NFT Factory.

For artists, it is also a real playground.”

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The designer José Lévy has converted into NFT the kokeshis, Japanese dolls he designed for Leblon Delienne.

Press service

The creator Vincent Darré testifies to this, he who has just signed 5 NFTs, available in 18 versions, marketed at the price of 0.09 ether (approximately €211).

“I followed these initiatives from afar thinking that people were crazy!

But when Monoprix offered me this project, I told myself that I was also crazy and that I had to get started, he says.

To see people buying these works in cryptocurrency makes me feel like I'm in the world of Superman who fears Kryptonite!”

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Melodies, Monoprix Press Service

Same enthusiasm on the side of the designer José Lévy who himself converted into NFT the kokeshis, Japanese dolls he designed for Leblon Delienne, a specialist in the production of high-end figurines.

“The workshop business is tied to pop culture, and NFTs are the new popular culture.

It was therefore natural to enter this universe.”

At the same time, José Lévy has designed a more "physical" object for buyers who would also like to have hard proof of their acquisition: a box with a hologram of their immaterial doll.

Owners of the Christofle 925 Genesis Mood also have access to exclusive or preview products, and to a draw where precious Moods will be put into play.

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Metaphysical perspective, Monoprix Service presse

Connection with a new target at Christofle, a communication tool to illustrate the “Everything under the same roof” offer at Monoprix – which, moreover, ordered an impalpable and inedible cake from pastry chef Yazid Ichemrahen –, consolidation of the culture of company at Leblon Delienne, there are excellent reasons for lifestyle brands to rub shoulders with NFT before, no doubt, clearing other paths, because, as Vincent Darré says: "Perhaps the next step at Monoprix will be an invitation to do an exhibition on the Moon.”

Source: lefigaro

All news articles on 2022-05-20

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