Digital art: ELLE Décoration enters the world of NFTs from great designers

While some see the metaverse as a passing trend, for others it is an authentic living space where one can learn, work, have fun, meet people, travel, etc. Today more and more people own real estate and use the resources at their disposal. have to equip themselves with it. Today, however, the range of decoration remains very poor. This limits the possibilities of people who want to furnish their property according to their wishes. At least, that was the case until ELLE Décoration offered NFTs (3D objects, videos, images). All works are created in collaboration with digital artists who combine crypto art, 3D architecture, new techniques of artificial intelligence and generative art. After all, if you have to live in the metaverse, you might as well live in an environment adapted to its use.

The first steps of ELLE Décoration on the web3

D3SIGN CAPSULE

On the occasion of its 35th anniversary, ELLE Décoration has decided to enter the NFT culture. Indeed, the brand has launched “D3SIGN CAPSULE”, a project that combines design and digital art based on NFT technology. More specifically, it is a series of 16 collections, including digital creations with a decorative vocation. Each NFT is designed for use in the metaverse. In some cases, however, the collaboration has resulted in a unique physical piece of furniture that can be used in the real world.

It is the very first time in the history of NFTs that a decoration magazine has launched its own 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.

ELLE_NFT_Isabelle Stanislas _Meteor Studio

SIDE decoration

As a reminder, ELLE Décoration has gained considerable fame over the years. Firstly, it is the first press network specializing in decoration on a global scale. Then it is the first magazine dedicated to high-quality decoration. For example, the “D3SIGN CAPSULE” project will benefit from significant visibility among the 1.3 million media readers and 1.4 million followers on social media.

With these new NFT collections, ELLE Décoration strengthens its position as a pioneer in innovation. This is an opportunity for the brand to redefine tomorrow’s decor, bring forward new trends and conquer a new market. Danièle Gerkens, Editorial Director of ELLE Décoration, said:

“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? »

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ELLE_NFT_Pietro Franceschini Benoît Challand

D3SIGN CAPSULE: link between design and metaverse

The D3SIGN CAPSULE project is multidisciplinary. He mixes design with 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 related professions that normally do not interact.

Each collection is thus the result of a collaboration between a digital art expert and a renowned designer/decorator/architect. This approach allows decorating enthusiasts to discover the universe of NFTs through works that reflect the personality of each couple. It is even possible to obtain a physical representation in the form of NFT for certain works.

ELLE Décoration has formed the following couples to participate in this program:

  • Gilles & Boissier / Aurèce 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

This list includes big names in architecture such as Gilles & Boissier, a number of designers specializing in prestigious interiors (hotels, private apartments, yachts, etc.). We also find Constance Guisset, a French designer and scenographer famous for her Vertigo chandelier, a real bestseller in the world of design. Charlotte Taylor is a British interior designer who has made a name for herself thanks to her geometric and minimalist style and her universe in pastel colors, between real and virtual. Krista Kim is an NFT star in the United States whose work is very popular in the metaverse. The other stars of this selection are British artist Tom Dixon and William Mapan, the 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 elements of the decor of this classic apartment with digital creations. This scenography was produced by the Ateliers de France group, which specializes in creating high-end sets. The idea is to project the imagined decorative objects onto screens, with the physical works close by.

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ELLE_NFT_Sylvain Dubuisson Vincent Poinas

How do I get D3SIGN CAPSULE NFTs?

The 15 NFT collections will be auctioned on the SuperRare marketplace where D3SIGN CAPSULE has installed its own gallery. Negotiations will take place under the platform’s proprietary 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 taken a keen interest in blockchain technologies. Numerous companies have launched their own collections. However, if this practice has become common in various fields such as sports, music or fashion, it is only just getting started in the world of design. Thanks to ELLE Décoration, the situation could change quickly. With D3SIGN CAPSULE, the brand is likely to breathe new life into an entire industry.

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