Evian teamed up with groundbreaking phygital artist Sara Shakeel for her first NFT series. Digital artwork created with tech company Web 3.0 Renaissance, feature mesmerizing and glittering iterations of the glacial landscape of the French Alps from which evian water originates.
To minimize the brand’s energy footprint, evian NFTs have been coined on Tezos, a self-upgradeable, energy-efficient Proof-of Stake blockchain that consumes two million times less energy than Ethereum-based platforms. .
Tezos was also the platform chosen for Guerlain’s recently announced CryptoBee NFT “Reaverse” project, which supports the rewilding of the French protected area of Millière Valley.
The limited edition of 20 digital artworks will be released tonight at 18:00 CET. on evian’s NFT microsite. They will sell for $ 545, payable via regular credit card in addition to cryptocurrency, to make the buying process more accessible. British department store Selfridges and British designer Roksanda Ilincic adopted a similar stance for their NFT launches earlier this year, although they didn’t offer a crypto option.
Self-taught multidisciplinary artist Shakeel is known for her use of glitter and Swarovski crystals to create both digital and physical collages on photographs and three-dimensional objects.
Shakeel’s recent designs include a crystallized render of a glowing, pregnant Rihanna, and previous fashion collaborations include Browns Fashion and Linda Farrow eyewear.
All profits, including secondary market sales of the evian X Sara Shakeel NFTs, will benefit London’s Somerset House Young Talent Fund, which funds training for the next generation of artists. This resonated deeply with the self-taught Shakeel. “Supporting the creativity and innovation of aspiring digital artists”, she says, is “a cause that is very close to my heart”.
For evian, whose IRL collaborations, including those with Alexander Wang, Kenzo, Moncler and the late Virgil Abloh, founder of Off-White, generally revolve around reusable glass water bottles, sustainability is a fundamental pillar of the brand. therefore finding an energy efficient Web 3.0 partner was crucial.
“Using Tezos technology has enabled us to do this in an energy efficient way, with each NFT having a lower carbon footprint than sending an email,” says Lucille Moreau, Director of Culture and brand experience.
“We are so excited to take this leap into the world of digital art with our first NFT, allowing our evian community to interact and enjoy the brand in a new and exciting way.”
These collaborations demonstrate evian’s cultural and community approach to marketing advocated by Moreau, an ethic that mirrors that of the NFT universe.
Evian, owned by Danone, operates in a very similar way to the luxury fashion labels it collaborates with. It recently hosted a free two-day immersive pop-up in Shoreditch, East London. The experience, created in collaboration with Shakeel, featured a mirrored infinity room of festive crystal installations like umbrellas, analog phones, skateboards, and even a crystallized sushi bar. It was accessed through a secret door behind a refrigerator stocked with Evian.
Both of these projects with Sara Shakeel were conceived to promote the brand’s recently launched sparkling water.