Christofle, Monoprix, NFT Factory... and the mysterious territories of Metadesign
By Vanessa M I 24 Sept 2022
The art of living sector is seizing NFT, virtual works marketed in cryptocurrencies. Decryption.
In the twenty-first 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 coat of arms of christofle goldsmith and its Mood, centerpiece containing cutlery, is not given to everyone. Only the holders of one of the 529 NFTs called 925 Genesis Mood, put on sale on May 7 at a price of 0.1 ether (about 232 €), know this corner of metaverse. With this digital animated, non-interchangeable work, Christofle is the first luxury brand in the tableware industry to enter Web 3.0.
Genesis mood, NFT Christofle
But what drives a house whose core business is craftsmanship to put a foot in the virtual? "Charles Christofle built the reputation of the house through an innovation: silver metal tableware made with an electrolysis process. It was a form of democratization of massive money, 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 that would not spontaneously come to our stores or on our e-commerce site, "says Marie Beaussier, director of the offer and products Christofle. Conquering audiences is, in fact, one of the motivations of brands that bet on this space. "NFTs are a way to value a new community and forge more direct links with it," confirms Justine Vilgrain, co-founder of two companies that are experts on the subject, Braw Haus and NFT Factory. For artists, it's also a real playground."
Designer José Lévy converted kokeshis, Japanese dolls he designed for Leblon Delienne, into NFT.
Les mélodies, Monoprix
Metaphysical Perspective, Monoprix
The creator Vincent Darré testifies to this, he who has just signed 5 NFT, declined in 18 versions, marketed at the price of 0.09 ether (211 € approximately). "I followed these initiatives from afar thinking that people were crazy! But when Monoprix offered me this project, I told myself that I was crazy too and that I had to get started, he says. Seeing that people are buying these works in a cryptocurrency makes me feel like I'm in the world of Superman who fears Kryptonite!"
Same enthusiasm on the side of the designer José Lévy who converted into NFT the kokeshis, Japanese dolls that he designed for Leblon Delienne, specialist in the realization of high-end figurines. "The activity of the workshop is related to pop culture, and NFTs are the new popular culture. So it was natural to enter this universe." In parallel, José Lévy has designed a more "physical" object for buyers who would also like to have a hard proof of their acquisition: a box with a hologram of their immaterial doll. Owners of Christofle's 925 Genesis Mood also have access to exclusive or preview products, and a random draw featuring valuable Moods.
Connection with a new target at Christofle, communication tool to illustrate the "Everything under one roof" offer at Monoprix – which, moreover, ordered an impalpable and inedible cake from pastry chef Yazid Ichemrahen – consolidation of corporate culture at Leblon Delienne, there are excellent reasons for lifestyle brands to rub shoulders with NFTs before, no doubt, to clear other paths, because, as Vincent Darré says: "Maybe the next step at Monoprix will be an invitation to make an exhibition on the Moon."