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Luxury retailer Chalhoub Group announces first NFT collection by Christofle

The launch marks the Group's foray into the metaverse with Christofle, which is the first luxury tableware brand to enter Web 3.0, in collaboration with Exclusible.

Luxury retailer Chalhoub Group announces first NFT collection by Christofle
[Source photo: Christofle/ Anvita Gupta, Fast Company Middle East ]

Luxury retailer Chalhoub Group has announced its foray into the metaverse with the first NFT collection by Parisian tableware brand Christofle in collaboration with NFT platform developer Exclusible which will be available on May 7, 2022.

The NFT collection “925 Genesis MOOD” by the luxury goldsmith and tableware enterprise, which was acquired by Chalhoub Group in 2017, will portray an imaginary city, named: Christofle Aurifaber Citatis in Latin, or The City of Christofle Silversmithing. Inspired by the classic Christofle collection MOOD, the architecture represents a “dreamlike city of silver and gold” which gives visitors an immersive journey across time and space based on the brand’s codes and 200-year heritage.

“I feel extremely humbled and proud to witness our Group’s first NFT drop. And it only makes sense for it to be done with Christofle, the first luxury brand we introduced to the GCC over 65 years ago. Innovation and retaining the entrepreneurial spirit of our founders have always been part of our core values. And we take it as our duty to lead the way and introduce the first luxury tableware NFT. We are committed to constantly reinventing ourselves and to bringing the right products, services and experience to our customers, that stay at the heart of everything we do”, Michael Chalhoub, President of Strategy, Growth, Innovation and Investment, Chalhoub Group, said in a statement. 

The announcement reflects Christofle’s ambition to engage customers in the new era of the web, the company said.“We are eager to join the era of the metaverse, with this new first NFT collection in line with our brand values of audacity, elegance, excellence, and inclusiveness. With a bold and modern approach, we are translating our craftsmanship into the new wave of the web, that is all about community and ownership. We want to offer the Christofle community a way to experience and access unique pieces of Christofle,” Emilie Metge, CEO (President) of Christofle, said in a press release. 

“We are delighted and excited to collaborate with Chalhoub Group and Christofle on their entry into Web 3.0. At the heart of Web 3.0 lie many possibilities for brands. True Luxury is recognized, community is cultivated, and desirability is captured. Brands should embrace this new territory and set foot into a new sphere of culture and digital expression. Christofle is seen as a pioneer which leverages classic Parisian heritage with the innovative spirit of an entirely new movement in the creative industry,” Olivier Moingeon, Co-Founder of Exclusible added. 

NFT collectors can look forward to the launch of 529 NFTs that will be available on the Exclusible website for 0.1 ETH on May 7, 2022. NFT holders will gain access to exclusive benefits, as well as the chance to discover the world of Christofle through a 3D masterpiece.

Also do check out how a startup called Americana Technologies is using microchips to turn physical objects into NFTs, here.

ABOUT THE AUTHOR

Rachel Clare McGrath Dawson is a Correspondent at Fast Company Middle East who writes on tech, design, and culture. More

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