ELLE Décoration launches into NFTs with digital works by top designers

If for some the metaverse is just a trend, for others it is a real living space where you can learn, work, have fun, meet people, travel, etc. Nowadays, more and more people own real estate there, and to equip it, they use the resources available to them. However, the offer in terms of decoration remains very meager today. This limits the possibilities if one wishes to decorate his property according to his tastes. At least, that was the case until ELLE Décoration launched NFTs (3D objects, videos, images). All of the creations were designed in collaboration with digital artists mixing crypto-art, 3D architecture, new artificial intelligence techniques and generative art.

Even if it means living in the metaverse, you might as well live in an environment designed for its uses.

ELLE_NFT_Isabelle Stanislas _Meteor Studio

ELLE Décoration takes its first steps in Web3

D3SIGN CAPSULE

To celebrate its 35th anniversary, ELLE Décoration has chosen to dive into the heart of NFT culture. Indeed, the brand has launched D3SIGN CAPSULE », a project that combines design and digital art, using NFT technology. Concretely, it is a range of 16 collections, which includes digital creations for decorative use. Each NFT is designed for use in the metaverse. However, in some cases, the collaboration has even resulted in a unique physical piece of furniture that can be used in the real world.

This is the first time in the world that a decoration magazine has launched its own NFT 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.

SHE decoration

As a reminder, ELLE Décoration has acquired a significant reputation over the years. First of all, it is the first press network specializing in decoration on a global scale. Then, it is the first magazine dedicated to high-end decoration. Therefore, the project D3SIGN CAPSULE will benefit from high visibility among the media’s 1.3 million readers and 1.4 million followers on social networks.

Through these new NFT collections, ELLE Décoration consolidates its pioneering position in terms of innovation. This is an opportunity for the brand to redefine the contours of the decoration of tomorrow, to bring out new trends and to come into contact with a new market.

“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? »said Danièle Gerkens, Editorial Director of ELLE Décoration.

ELLE_NFT_Pietro Franceschini Benoît Challand

D3SIGN CAPSULE is a project that mixes several disciplines: from design to 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 the related professions which do not usually interact.

As a result, each collection is the product of a collaboration between a digital art expert and a renowned designer/decorator/architect. Thanks to this approach, decoration enthusiasts have the opportunity to discover the world of NFTs through works that reflect the personality of each pair. Moreover, it is even possible to acquire, for certain works, a physical representation in the form of NFT.

The pairs formed by ELLE Décoration to participate in this program are as follows:

  • Gilles & Boissier / aurece 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

In this list, we find big names in architecture such as Gilles & Boissier, a couple of designers specializing in prestigious interiors (hotels, private apartments, yachts, etc.). Or Constance Guisset, French designer and scenographer famous for her Vertigo chandelier, a true design best-seller. Charlotte Taylor is a British interior designer who has made a name for herself thanks to her geometric and minimalist style and her pastel-coloured universe, between real and virtual. Krista Kim is an NFT star in the United States whose work is very popular in the metaverse. Other stars of this selection, the British Tom Dixon and William Mapan, new star of generative art.

A busy roadmap

The first NFT collections will be presented during the 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, the designer Sam Baron has imagined an unusual staging, which combines the elements of the decor of this classic apartment with digital creations. This scenography was fitted out by the Ateliers de France Group, which specializes in the creation of top-of-the-range decors. The idea is to project the decorative objects designed on screens, with the physical works nearby.

ELLE_NFT_Sylvain Dubuisson Vincent Poinas

The 15 collections of NFT will be auctioned on the marketplace SuperRare where D3SIGN CAPSULE has set up its own gallery. The negotiations will take place according to a platform-specific auction system, which uses Ether (ETH), the native cryptocurrency of the Ethereum network. Before taking part 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 shown a strong interest in blockchain technologies. A multitude of companies have launched their own collections. However, if this practice has become common in various fields such as sports, music or fashion, in the world of design, it is only just beginning. Thanks to Elle Décoration, the situation could soon change. With D3SIGN CAPSULE, the brand is likely to give a new direction to an entire industry.

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Junie MAFFOCK avatar
Junie MAFFOCK

I came to blockchain out of curiosity and stayed with it out of passion. I was amazed by the possibilities it offers through its various use cases. With my pen, I hope to help democratize this technology and show how it can help make the world a better place.

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ELLE Décoration launches into NFTs with digital works by top designers


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