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Digitally yours
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؟ةعزنلا هذه ىلإ تاعاسلاو تارهوجملل ةيراجتلا
.يداملا هلكش يف تخيلا ميلستو ةيرصحلا تايلاعفلا
لاجم يف نيدئارلا ةئزجتلا يعئاب نم ددع مضنا دقف .كلهتسملا ءايزأ تاعومجمل مهحرط دعب ،ةيمقرلا ةكلمملا ىلإ ةرخافلا ءايزلا يتلاو سريفاتيملا ملاع يف "راتافأ" ةيزمر روص ىلع ةيضارتفا نم سرام يف ميقأ امك .لادبتسلل ةلباق ريغ زومرـك اهؤارش نكمي ثيح داعبلا يثلث يضارتفا ملاع يف ،"ةضوملل سريفاتيم عوبسأ" ."بعص يليإ" مهنمو ،نيممصملا زربأ ضرع
Now in Digital Art: Alternate Realities + NFT, a recent Akbank Sanat exhibition in Istanbul.
Digitally yours
NFTS ARE ON THE RISE BUT WILL JEWELLERY AND WATCH BRANDS JOIN THE MOVEMENT?
In March 2021, the digital artwork EVERYDAYS: THE FIRST 5000 DAYS by artist Beeple was sold as a non-fungible token (NFT) at auction by Christie’s for more than $69.3 million. It’s fair to say that this was a milestone in NFTs, which are effectively certifcates of digital ownership bought and sold using cryptocurrency. Fast forward to 2022 and not a week goes by without more evidence that NFTs are growing in popularity and diversity, with increasing numbers of brands joining this digital movement. And, while the art world initially emerged as a popular breeding ground for the NFT market, today increasingly diverse organisations, from the Swiss Post to even the Ukrainian government are joining the movement.
Just as once upon a time the advent of social media offered a new way for brands to engage with their audiences, today NFTs have opened a new frontier in consumer relations. A number of leading luxury fashion retailers have entered the digital realm, having launched virtual fashion lines for online avatars in the metaverse that can be purchased as NFTs. In March this year, the frst-ever virtual design event, Metaverse Fashion Week, took place online in a 3-D virtual world, with designers including Elie Saab showcasing their latest collections on avatar models. NFTs can relate to purely digital items, but they can also be paired with physical items, and can also be used as a way to offer exclusive perks to their buyers. Recently, the world’s frst NFT superyacht new build project was launched. Designed by naval architect Gregory C Marshall in partnership with Cloud Yachts, the frst digital yacht dealer to the metaverse, and shipyard Delta Marine, the NFT allows the client to customise their superyacht in the metaverse using augmented reality technology, as well as giving them access to a range of exclusive events, and delivery of the yacht in its physical form.
Luxury jewellers have begun making moves into NFTs, but to date watch brands appear more reticent in leveraging this market, whether in terms of metaverse products or as special editions in tandem with a physical asset. One artist, Jesus Calderon, has capitalised on the nascent demand from horological fans, however, by producing his own designs of virtual watches that have the look and the names of watch brands and models adored by millions. These digital illustrations can sell in cryptocurrency for more than the cost of a real luxury watch itself. Time will only tell if watch makers will switch on to this movement.
BEEPLE (b. 1981) EVERYDAYS: THE FIRST 5000 DAYS token ID: 40913 wallet address: 0xc6b0562605D35eE710138402B878ffe6F2E23807 smart contract address: 0x2a46f2ffd99e19a89476e2f62270e0a35bbf0756 non-fungible token (jpg) 21,069 x 21,069 pixels (319,168,313 bytes) Minted on 16 February 2021. This work is unique. Price Realised: USD 69,346,250 Closed: 11 Mar 2021 © Christie’s Images Limited 2022
