Digital Art: ELLE Decoration enters the NFT world of major designers

nft-designer-decoration

While some see the metaverse as just an outdated trend, for others, it’s a real living space where people can study, work, play, meet new people, travel, and more. Today, more and more people own real estate and use the resources at their disposal to equip themselves. However, today’s offers on renovations are still poor. This limits the possibilities for people who wish to decorate their property according to their wishes. At least, that was the case until ELLE Decoration offered NFTs (3D objects, videos, images). All works are produced in collaboration with digital artists and incorporate crypto art, 3D architecture, new technologies in 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 purpose.

The first step of ELLE decoration on Web3

D3SIGN Capsules

On the occasion of its 35th anniversary, ELLE Decoration decided to enter the NFT culture. The brand did launch “D3SIGN CAPSULE”, a project combining design and digital art, based on NFT technology. More specifically, it contains 16 collections that include digital creations with decorative careers. Every NFT is designed for use in the metaverse. In some cases, however, the collaboration resulted in a unique piece of physical furniture that could be used in the real world.

This is the first time in the history of NFT that a decoration magazine has launched its own series. Jean-Philippe Siourd, Managing Director of CMI Digital, the consortium behind ELLE Décoration, commented on the news with great enthusiasm.

ELLE Décoration is the first decoration magazine to enter web3, the group’s true innovation laboratory. This project allows us to explore diverse new perspectives and develop new expertise to serve our advertisers.‘, he confessed.

ELLE_NFT_Isabelle Stanislas_Meteor Studio

SHE decoration

As a reminder, ELLE Décoration has gained notoriety over the years. First of all, it is the first news network in the world dedicated to decoration. Then, it was the first magazine to focus on high-end decor. Therefore, the “D3SIGN CAPSULE” project will benefit from the significant popularity of the media’s 1.3 million readers and its 1.4 million followers on social media.

With these new NFT collections, ELLE Decor strengthens its position as a pioneer in innovation. This is an opportunity for brands to redefine tomorrow’s decor, bring out new trends and conquer new markets. Danièle Gerkens, editorial director of ELLE Decoration, said:

“Innovation, trends, discoveries… For 35 years, ELLE Decor has explored all aspects of beauty, art, design, architecture and innovation. Opening the NFT era with this ambitious project, the architects and designers we support have the opportunity to bring their Imagination and creativity are applied to new frontiers. Imaginary furniture, decorative objects, patterns partly designed by artificial intelligence… These 16 pieces combine aesthetics and surprises, framing the first of the questions we all ask ourselves Answer: What will the decorating world of tomorrow look like? »

nft-metaverse design
ELLE_NFT_Pietro Franceschini Benoît Challand

D3SIGN CAPSULE: The Link Between Design and Metaverse

The D3SIGN CAPSULE project is multidisciplinary. He combines 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 a work, it is necessary to bring together related professions that do not normally interact.

Therefore, each collection is the result of collaboration between digital art experts and renowned designers/decorators/architects. This approach allows decorating enthusiasts to discover the world of NFTs through pieces that reflect the personality of each pair. For some works, even physical representations in the form of NFTs can be obtained.

ELLE Decoration has formed the following pairings to participate in this program:

  • Gilles & Boissier / Aurèce Vettier
  • Constance Guisette/Charlotte Taylor
  • Hermine Bourdin / Christa King
  • Uchronia / David Porte Beckefeld
  • Bismuth and Bismuth / DYONISIOS
  • Charles Zana/Thomas Paquet
  • Benoit Challand / Pietro Franceschini
  • Manuel Cervantes / Nicolas Proud
  • Döppel Studio / Emir Shiro
  • Laura Gonzalez / Rebirth
  • Tom Dixon/Alba de la Fuente
  • Sam Buckley/Anthony Authie (Zyva Studio)
  • Benjamin Guedj / Joris Poggioli
  • Christian Lemieux / William Mapan
  • Isabelle Stanislas / Meteor Studio
  • Sylvain Dubuisson and Mobilier National / Vincent Poinas

The list includes big names in architecture such as Gilles & Boissier, two designers specializing in prestigious interiors (hotels, private apartments, yachts, etc.). We also found French designer and scenographer Constance Guisset, best known for her Vertigo chandelier, a true bestseller in the design world. Charlotte Taylor is a British interior designer known for her geometric and minimalist styles, her world is filled with pastels, somewhere between the real and the virtual. Krista Kim is an American NFT star whose work is very popular in the Metaverse. The other stars of the selection are British artists Tom Dixon and William Mapan, rising stars of generative art.

busy road map

The first NFT collections will be on display during Paris Design Week. The exhibition will take place at the Hôtel de Soubise in the Marais district of Paris from September 10 to 19, 2022. To this end, designer Sam Baron envisioned an unusual stage combining decorative elements of this classic apartment with digital creations. The set was produced by the Ateliers de France group, which specialises in high-end sets. The idea is to project imaginary decorations onto a screen, with physical works nearby.

nft-metaverse design
ELLE_NFT_Sylvain Dubuisson Vincent Poinas

HOW TO GET D3SIGN CAPSULE NFT?

The 15 NFT collectibles will be auctioned on the SuperRare market where D3SIGN CAPSULE has installed its own gallery. Negotiations will be conducted under the platform’s own auction system, which uses ether (ETH), the ethereum network’s native cryptocurrency. Before participating in the auction, there must be a crypto wallet like Metamask to host the purchased NFTs. The pilot operation, which will see a second drop after next spring, aims to democratize NFTs.

Since the “NFT Summer” of 2021, there has been a strong institutional interest in blockchain technology. Countless companies have launched their own collections. However, if the practice becomes commonplace in fields as diverse as sports, music or fashion, it is only just getting started in the design world. Thanks to ELLE trim, that may soon change. With D3SIGN CAPSULE, the brand could revive an entire industry.

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