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

The lifestyle sector is adopting NFTs, virtual works that are marketed in cryptocurrencies. decryption.

In the 21st century, mysterious areas, accessible only to a group of insiders, are multiplying. Exploring the Christofle Aurifaber Citatis, an imaginary universe built around the elements of the Christofle goldsmith’s coat of arms and its Mood, the centerpiece with cutlery, is not for everyone. Only holders of one of the 529 NFTs called 925 Genesis Mood, listed for sale on May 7 at the price of 0.1 ether (ie about $232), know this corner of the metaverse. With this non-interchangeable digital animation work, Christofle is the first luxury brand in the tableware sector to enter Web 3.0.

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Genesis Vote, NFT Christofle press service

But what drives a house whose core activity is craftsmanship to gain a foothold in the virtual world? “Charles Christofle built the reputation of the house thanks to an innovation: silver-plated metal tableware pieces made with an electrolysis process. It was a form of democratization of solid silver, without concessions 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 spontaneously come to our stores or to our e-commerce site,” replies Marie Beaussier, director of the Christofle offer and products .

In fact, conquering the public is one of the drivers of the brands that bet on this space. “NFTs are the way to promote a new community and forge more direct connections with it,” affirms Justine Villemain, co-founder of two expert companies in the field, Braw Haus and NFT Factory. It is also a real playground for artists.”

The designer José Lévy has converted the kokeshes, Japanese dolls he designed for Leblon Delienne, into NFT. 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 (about € 211). “I followed these initiatives from a distance and thought people were crazy! But when Monoprix offered me this project, I told myself I was crazy too and I had to get to work, he says. When I see people buying these works in cryptocurrency, I feel like I’m in the world of Superman who is afraid of Kryptonite!”

Melodies, Monoprix press service

The same enthusiasm on the part of the designer José Lévy, who himself converted the kokesh’s, Japanese dolls that he designed for Leblon Delienne, a specialist in the production of high-end figurines, into NFT. “The workshop business is connected to pop culture and NFTs are the new popular culture, so it was natural to step into 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 purchase: a box with a hologram of their intangible doll. Owners of the Christofle 925 Genesis Mood also have access to exclusive or preview products, and to a draw where precious Moods are put into play.

Metaphysical perspective, Monoprix press service

Connection with a new target at Christofle, a means of communication to illustrate the “Everything under the same roof” offer at Monoprix – which, in addition, ordered an elusive and inedible cake from pastry chef Yazid Ichemrahen -, consolidation of corporate culture in Leblon Delienne, there are excellent reasons for lifestyle brands to partner with NFT before undoubtedly clearing other paths because, as Vincent Darré puts it, “Maybe the next step at Monoprix is ​​an invitation to do an exhibition on the moon.”

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