Guerlain, a name synonymous with beauty and aesthetics, has dived into the world of digital beauty, by releasing four unique NFTs on the “green” Tezos blockchain. The one-of-a-kind collection, named “When matter becomes art”, will be presented at the International Contemporary Art Fair in Paris.
When matter becomes art
The collection goes through the looking glass into the world of materiality in art, with works created by renowned visual artists, Liu Bolin, Lauren Moffatt, Sabrina Ratté, and Constance Valero. All of the proceeds from the sale will be donated to Yann Arthus-Bertrand’s GoodPlanet Foundation. This NGO that launched in 2005 supports ecology and sustainable development worldwide.
This marks the 14th year that Maison Guerlain has appeared at the FIAC, an event which has been running since 1974, and bridges the worlds of modern and contemporary art. The event displays works which cover the mediums of painting, sculpture, photography, installations, videos, performances, and digital arts. The galleries see around 200 exhibitors exploring the worlds of modern masters to the latest digital trends.
Growth, Life and Decay
Liu Bolin’s piece for Guerlain will question the essence of image, of life and our perception of reality, in the Last Warrior. Lauren Moffatt’s work will journey through the natural cycle of growth and decay. Sabrina Ratté’s piece will simulate ecosystems based on the fusion of technology together with organic matter and finally, Constance Valero will explore organic life in her work called, De Nectar et d’Ambroisie.
The four NFTs are minted on Tezos, a blockchain which is renowned for its energy efficiency. Unlike Bitcoin and Ethereum’s Proof of Work model, Tezos is built from the ground up on the Proof of Stake consensus. This model is best known for the minimal strain it puts on our planet through it’s green low energy consumption.
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