Cantenac Brown, the first Grand Cru Classé to enter the NFTs

From the vines to the NFTs, there is only one step. The story begins barely two years ago, when Tristan Le Lous, owner since 2019 with his family of Chateau Cantenac-Brown (grand cru classé in 1855 in Margaux), chooses to have the 200-year-old cellar replaced by an eco-designed and eco-responsible cellar. To sublimate the reopening of this castle where Toulouse-Lautrec, Pissaro or even Manet liked to spend time, the agronomist and normalien by training intends to mark the occasion. And what better than to invite an artist on these lands.

It’s on the American land-artist david popa (son of pioneering New York street artist Albert Popa) that Tristan Le Lous sets his sights on. Impressed by his monumental frescoes, the owner of Cantenac Brown suggested that he create one, directly on his vines. “David Popa has developed a method: land art, which he produces using a unique mixture of raw earth and natural pigments (charcoal, ground shells). It starts from the observation that, since everything perishes”, it is preferable that “his works of art perish harmlessly to the Earth”says Inès Léonarduzzi, General Manager France of MTArt Agencywhich represents David Popa. “He is one of the first land-artists in the world and above all one of the first to have developed a biodegradable, patented paint, which is 97% similar to the cave paintings found in prehistoric caves and which is therefore really respectful of the environment. »

The artist’s approach does not fail to catch the eye of Tristan Lelous. “It’s this ability to make something extremely modern from ancestral techniques that appealed to me. The world of wine always oscillates between tradition and modernity »he analyzes.

Auctions in the form of NFTs

For his part, David Popa is enthusiastic about the project. Especially since the world of wine is familiar to him. “Having grown up with a French mother whose family was closely linked to the wine world, I have wonderful memories of childhood spent in the vineyards, of stays in cellars and learning about wine, confides the land-artist. I am certainly not an expert in the art of wine, but everyone knows that the secret of an exceptional wine is above all the land. And it is this earth that I take as a medium, with all due respect to it. »

Appointment is made in May 2022. For several days, David Popa creates his giant fresco, from a mixture of natural pigments harmless to the planet, grape must and raw earth. A nod to the eco-responsible cellar project that is emerging. Ephemeral, the work will disappear on its own with the first rains. And it is also for this reason that it will be auctioned in the form of NFT (that is to say the digital and traced work) next September.

“Since the work will not survive, the NFT takes on its full meaning here, informs Inès Léonarduzzi. The ephemeral nature of the works catalyzes the desire to keep them, and their NFTs are very popular. If many artists today want to produce NFTs, I find it more relevant to give pride of place to works that disappear naturally. » So, do you want to enrich your virtual gallery with works of art?

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Cantenac Brown, the first Grand Cru Classé to enter the NFTs


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