Guerlain launches NFTs in favor of biodiversity – Strategies

If NFTs are perceived as a gold rush today, they can equally embody values ​​in favor of the planet. On April 19, Guerlain and the MNSTR agency launched the auction for a first series of digital works. This sale is for the benefit of an environmental project in the Vallée de la Millière, in the Yvelines, led by Yann Arthus-Bertrand, called Reverse. A total of 1828 NFTs are on sale and will aim to revive the biodiversity of the nature reserve. 1828, as a nod to the year of creation of the luxury brand. The entire collection is available from April 21.

The French perfumer, which has made corporate social responsibility (CSR) one of its priorities, is continuing its commitment to the environment and showing that these new tools can be used for sustainable purposes. Very dependent on biodiversity, Guerlain was already committed to the bees of the island of Ouessant, mainly in terms of their preservation. As a reminder, the bee remains the symbol of the brand and a central element in the ecosystem.

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It is precisely around this pollinator that the luxury house has produced its various NFTs, entitled “Cryptobees”. With the ReverseGuerlain and the MNSTR agency overturn the codes of the metaverse by linking the real and the digital. “Why rush to build an unreal world, when we can enrich the one in which we live?”they wonder. “The brand’s work is based on biodiversity. We find all the language of the bee in the different products. This project makes it possible to highlight the two pillars of the sign, the artistic avant-garde and the protection of the environment.specify Simon Méchali, associate director of MNSTR, and Louis Bonichon, creative director of the agency.

But then, how does the project present itself? By becoming the owner of one of the digital works “Cryptobees”, the buyer becomes godfather or godmother of a plot and participates in the regeneration of the biodiversity of 28 hectares of nature reserve. Each NFT presents a stone indicating the geology of the garden as well as geographical coordinates specific to the plot acquired. “The reserve is a place where the man has no right to come. Normally, when you buy an NFT, you become the owner. With this collection, it’s a bit the opposite. We make the acquisition without having access to our purchase. Hence the idea of ​​reversing the codes. Even if we have to be careful with these new tools, we notice that the level of commitment is still important. Reaverse engages a wider audience in a long-term project. We are at the origin of a garden that will still exist in 30-40 years. NFTs can revolutionize the economy of trust”acknowledge Simon Méchali and Louis Bonichon.

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True to its environmental project, Guerlain has decided to entrust the authentication of its digital works to Tezos, a more responsible and less energy-consuming blockchain. “It’s a logical choice for the luxury house which is more in line with its idea. It’s important to have the right actors and not make false moves. Today, many projects claim to be respectful of the environment when this is not the case., indicate the leaders of the MNSTR agency. This garden will make it possible to observe and experiment with several ways of bringing back biodiversity and limiting the human impact on ecosystems. The entire sale of the collection “Cryptobees” will be donated to the biodiversity project.

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Guerlain launches NFTs in favor of biodiversity – Strategies


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