ELLE Décoration launches in NFTs with digital works from top designers

If for some the metaverse is just a trend, for others it is a real living space where you can learn, work, have fun, meet people, travel, etc. Nowadays more and more people own real estate there and use the resources that give them access to available to equip it. Today, however, the range of decoration remains very meager. This limits the possibilities if one wants to furnish one’s property to one’s taste. At least, that was the case until ELLE Décoration launched NFTs (3D objects, videos, images). All creations are designed in collaboration with digital artists who combine crypto art, 3D architecture, new artificial intelligence techniques and generative art.

Even if it means living in the metaverse, you might as well live in an environment designed for its use.

ELLE_NFT_Isabelle Stanislas _Meteor Studio

ELLE Décoration takes first steps in Web3


To celebrate its 35th anniversary, ELLE Décoration has chosen to dive into the heart of NFT culture. Indeed, the brand has launched “D3SIGN CAPSULE”, a project that combines design and digital art based on NFT technology. In concrete terms, this concerns a series of 16 collections, including digital creations for decorative use. Each NFT is designed for use in the metaverse. In some cases, however, the collaboration has even resulted in a unique physical piece of furniture that can be used in the real world.

It is the first time in the world that a decoration magazine has launched its own NFT collection.

Jean-Philippe Siourd, Managing Director of CMI Digital, the consortium behind ELLE Décoration, reacted very enthusiastically to the news.

“ELLE Décoration is the first decoration magazine to be launched in web3, a real innovation laboratory for the group. This project allows us to explore new perspectives on diversification and develop new expertise at the service of our advertisers”he confided.

SIDE decoration

As a reminder, ELLE Décoration has built up a great reputation over the years. First of all, it is the first press network specializing in decoration on a global scale. Then it is the first magazine dedicated to high-quality decoration. That is why the project D3SIGN CAPSULE will benefit from high visibility among the 1.3 million media readers and 1.4 million followers on social networks.

With these new NFT collections, ELLE Décoration reinforces its pioneering position in the field of innovation. This is an opportunity for the brand to redefine the contours of tomorrow’s decoration, bring forward new trends and engage with a new market.

“Innovation, trends, discoveries… For 35 years, ELLE Décoration has been exploring all facets of beauty, art, design, architecture and innovation. Opening up to the era of NFTs with this ambitious project will give the architects and designers we support the opportunity to use their imagination and creativity in new areas. Imaginary furniture, decorative objects, motifs partly designed by artificial intelligence… These 16 works combine aesthetics and surprise and outline the first answers to the question we all ask: what will the decoration world look like tomorrow? »says Danièle Gerkens, Editorial Director of ELLE Décoration.

ELLE_NFT_Pietro Franceschini Benoît Challand

D3SIGN CAPSULE is a project that blends different disciplines: from design to all new art forms such as generative art, 3D architecture, artificial intelligence and crypto art, including NFTs and the metaverse. In this sense, in order to dematerialize the works, it was essential to bring together the related professions that usually do not interact.

Each collection is therefore the product of a collaboration between a digital art expert and a renowned designer/decorator/architect. Thanks to this approach, decorating enthusiasts have the opportunity to discover the world of NFTs through works that reflect the personality of each couple. In addition, it is even possible to acquire a physical representation in the form of NFT for certain works.

The couples that ELLE Décoration has formed to participate in this program are as follows:

  • Gilles & Boissier / aurece vettier
  • Constance Guisset/Charlotte Taylor
  • Hermine Bourdin / Krista Kim
  • Uchronia / David Porte Beckefeld
  • Bismuth & Bismuth / DYONISIOS
  • Charles Zana / Thomas Paquet
  • Benoit Challand / Pietro Franceschini
  • Manuel Cervantes / Nicholas Preaud
  • Döppel Studio / Emir Shiro
  • Laura González / Rebirth
  • Tom Dixon/Alba de la Fuente
  • Sam Buckley/Anthony Authie (Zyva Studio)
  • Benjamin Guedj / Joris Poggiolic
  • Christiane Lemieux / William Mapan
  • Isabelle Stanislas / Meteor Studio
  • Sylvain Dubuisson and Mobilier National / Vincent Poinas

In this list we find big names in architecture such as Gilles & Boissier, a number of designers specializing in prestigious interiors (hotels, private apartments, yachts, etc.). Or Constance Guisset, French designer and scenographer famous for her Vertigo chandelier, a real design bestseller. Charlotte Taylor is a British interior designer who has made a name for herself thanks to her geometric and minimalist style and her pastel-coloured universe, between real and virtual. Krista Kim is an NFT star in the United States whose work is very popular in the metaverse. Other stars of this selection, the Briton Tom Dixon and William Mapan, new star of generative art.

A busy road map

The first NFT collections are presented during Paris Design Week. The exhibition will take place from 10 to 19 September 2022 at the Hôtel de Soubise, in the Marais district of Paris. For the occasion, designer Sam Baron has come up with an unusual staging, which combines the elements of the decor of this classic apartment with digital creations. This scenography was designed by the Ateliers de France group, which specializes in creating high-quality sets. The idea is to project the designed decorative objects on screens, with the physical works close by.

ELLE_NFT_Sylvain Dubuisson Vincent Poinas

NFT’s 15 collections will be auctioned on the marketplace SuperRare where D3SIGN CAPSULE has set up its own gallery. Negotiations will take place under a platform-specific auction system, which uses Ether (ETH), the native cryptocurrency of the Ethereum network. Before participating in the auction, it is necessary to have a crypto wallet like Metamask to host the purchased NFTs.

This pilot operation will be followed by a second decline next spring, designed to democratize NFTs.

Since the “NFT Summer” of 2021, institutions have shown great interest in blockchain technologies. A large number of companies have launched their own collections. However, if this practice has become common in various fields such as sports, music or fashion, in the world of design, it is only just getting started. Thanks to Elle Décoration, the situation could change quickly. With D3SIGN CAPSULE, the brand is likely to give a new direction to an entire industry.

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Junie MAFFOCK Avatar

I came to blockchain out of curiosity and stayed with it out of passion. I was amazed at the possibilities it offers due to its different usage scenarios. With my pen I hope to help democratize this technology and show how it can improve the world.

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