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

While some see the metaverse as just a passing trend, for others it’s 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 to equip themselves with it. However, the offer in terms of decoration remains very poor today. This restricts the possibilities of people who wish to dress their property according to their desires. At least, that was the case until ELLE Décoration offered NFTs (3D objects, videos, images). All works have been made in collaboration with digital artists mixing 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 uses.

The first steps of ELLE Décoration on the Web3

D3SIGN CAPSULE

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

This is the very first time in the history of NFTs that a decoration magazine has launched its own collection. Commenting on the news, Jean-Philippe Siourd, Managing Director of CMI Digital, the consortium behind ELLE Décoration, was very enthusiastic.

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

ELLE_NFT_Isabelle Stanislas _Meteor Studio

SHE decoration

As a reminder, ELLE Décoration has acquired significant notoriety 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-end decoration. Thus, the “D3SIGN CAPSULE” project will benefit from significant visibility among the media’s 1.3 million readers and its 1.4 million followers on social media.

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

“Innovation, trends, discovery… For 35 years, ELLE Décoration has explored all facets of beauty, art, design, architecture and innovation. Opening up to the era of NFTs with this ambitious project gives the architects and designers we support the opportunity to deploy their imagination and creativity towards new territories. Imaginary furniture, decorative objects, motifs partly designed by artificial intelligence… These 16 works combine aesthetics and surprise, sketching the first answers to the question we all ask ourselves: what will the world of decoration look like tomorrow? »

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ELLE_NFT_Pietro Franceschini Benoît Challand

D3SIGN CAPSULE: Association 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 do not usually interact.

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

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

  • Gilles & Boissier / Aurèce Vettier
  • Constance Guisset/Charlotte Taylor
  • Hermine Bourdin / Krista Kim
  • Uchronia / David Porte Beckefeld
  • Bismut & Bismut / 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 Poggioli
  • 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 couple 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 best-seller 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 all in pastels, 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 the British artist Tom Dixon and William Mapan, the new star of generative art.

A busy roadmap

The first NFT collections will be presented during Paris Design Week. The exhibition will take place from September 10 to 19, 2022, at the Hôtel de Soubise, in the Marais district of Paris. For the occasion, designer Sam Baron has imagined 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 the creation of high-end sets. The idea is to project the decorative objects imagined on screens, with the physical works nearby.

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ELLE_NFT_Sylvain Dubuisson Vincent Poinas

How to get D3SIGN CAPSULE NFTs?

The 15 NFT collections will be auctioned on the SuperRare marketplace on which D3SIGN CAPSULE has installed its own gallery. The negotiations will take place according to the platform’s own auction system, which uses ether (ETH), the native cryptocurrency of the Ethereum network. Before participating in the auction, it is imperative to have a crypto wallet such as Metamask to host the purchased NFTs. This pilot operation will be followed next spring by a second drop, designed to democratize NFTs.

Since the “NFT Summer” of 2021, institutions have taken a close interest in blockchain technologies. A myriad of 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 beginning in the world of design. Thanks to ELLE Décoration, the situation could soon change. With D3SIGN CAPSULE, the brand is likely to reinvigorate an entire industry.

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