ELLE Décoration launches into NFTs with the digital works of the best designers

If for some the metaverse is just a trend, for others it is a real living space where they can learn, work, have fun, meet people, travel, etc. Nowadays, more and more people own properties there and use the resources at their disposal to equip them. However, the supply in terms of decoration remains very scarce today. This limits the possibilities if you want to decorate your property to your taste. At least, this was the case until ELLE Décoration launched NFT (3D objects, videos, images). All creations have been designed in collaboration with digital artists who mix crypto-art, 3D architecture, new artificial intelligence techniques and generative art.

Even if it means living in the metaverse, you could also live in an environment designed for its uses.

ELLE_NFT_Isabelle Stanislas _Meteor Studio

ELLE Décoration takes its first steps in Web3


To celebrate its 35th anniversary, ELLE Décoration has chosen to dive into the heart of NFT culture. The brand has indeed launched “D3SIGN CAPSULE”, a project that combines design and digital art, based on NFT technology. Specifically, it is a range of 16 collections, which includes digital creations for decorative use. Each NFT is designed for use in the metaverse. However, in some cases, the collaboration has even resulted in a unique physical piece of furniture that can be used in the real world.

This is the first time in the world that a decoration magazine has launched its NFT collection.

Commenting on the news, Jean-Philippe Siourd, CEO of CMI Digital, the consortium behind ELLE Décoration, was very enthusiastic.

“ELLE Décoration is the first decoration magazine launched on web3, a real innovation laboratory for the group. This project allows us to explore new diversification perspectives and to develop new skills at the service of our advertisers”he confided.

HER decoration

Recall that ELLE Décoration has acquired a remarkable reputation over the years. First of all, it is the first press network specialized in decoration on a global scale. Hence, it is the first magazine dedicated to high-end decoration. Therefore, the project CAPSULE D3SIGN will benefit from high visibility among 1.3 million media readers and 1.4 million followers on social networks.

Through these new NFT collections, ELLE Décoration consolidates its position as a pioneer in terms of innovation. It is an opportunity for the brand to redefine the contours of tomorrow’s decoration, to bring out new trends and get in touch with a new market.

“Innovation, trends, discoveries … For 35 years, ELLE Décoration has explored all facets of beauty, art, design, architecture and innovation. Opening up to the NFT era with this ambitious project offers the architects and designers we support the opportunity to unfold their imagination and creativity into new territories. Imaginary furniture, decorative objects, motifs partly designed by artificial intelligence… These 16 works combine aesthetics and surprise, outlining the first answers to the question we all ask ourselves: what will the world of decoration be like tomorrow? “said Danièle Gerkens, Editorial Director of ELLE Décoration.

ELLE_NFT_Pietro Franceschini Benoît Challand

D3SIGN CAPSULE is a project that mixes different disciplines: from design to all new art forms such as generative art, 3D architecture, artificial intelligence and crypto-art, including NFT and the metaverse. In this sense, in order to dematerialize the works, it was essential to bring together the related professions that do not normally interact.

Consequently, each collection is the product of a collaboration between a digital art expert and a renowned designer / decorator / architect. Thanks to this approach, decoration enthusiasts have the opportunity to discover the world of NFTs through works that reflect the personality of each couple. Furthermore, it is also possible to acquire, for some works, a physical representation in the form of an NFT.

The couples formed by ELLE Décoration to participate in this program are the following:

  • Gilles & Boissier / aurece vettier
  • Constance Guisset / Charlotte Taylor
  • Hermine Bourdin / Krista Kim
  • Uchronia / David Porte Beckefeld
  • Bismut & Bismut / DYONISIOS
  • Carlo Zana / Thomas Paquet
  • Benoit Challand / Pietro Franceschini
  • Manuel Cervantes / Nicholas Preaud
  • Studio Döppel / Emir Shiro
  • Laura González / Rebirth
  • Tom Dixon / Alba de la Fuente
  • Sam Buckley / Anthony Authie (Zyva Studio)
  • Benjamin Guedj / Joris Poggioli
  • Christiane Lemieux / William Mapan
  • Isabelle Stanislas / Meteor Studio
  • Sylvain Dubuisson and Mobilier National / Vincent Poinas

In this list we find great names in architecture such as Gilles & Boissier, a couple of designers specialized in prestigious interiors (hotels, private apartments, yachts, etc.). Or Constance Guisset, French designer and set designer famous for her Vertigo chandelier, a real design best-seller. Charlotte Taylor is a British interior designer who has made a name for herself thanks to her geometric and minimalist style and her pastel-colored universe, between real and virtual. Krista Kim is an NFT star in the United States whose work is very popular in the metaverse. Other protagonists of this selection, the British Tom Dixon and William Mapan, new star of generative art.

A tight schedule

The first NFT collections will be presented during Paris Design Week. The exhibition will take place from 10 to 19 September 2022, at the Hôtel de Soubise, in the Marais district of Paris. For the occasion, the designer Sam Baron has imagined an unusual setting, which combines the elements of the furniture of this classic apartment with digital creations. This scenography was set up by the Ateliers de France Group, specializing in the creation of high-end decorations. The idea is to project the decorative objects drawn on screens, with the physical works nearby.

ELLE_NFT_Sylvain Dubuisson Vincent Poinas

The 15 NFT collections will be auctioned on the market SuperRare where D3SIGN CAPSULE has set up its own gallery. The negotiations will take place according to a platform-specific auction system, which uses Ether (ETH), the native cryptocurrency of the Ethereum network. Before taking part in the auction, it is essential to have a crypto wallet such as Metamask to host the purchased NFTs.

This pilot operation will be followed next spring by a second drop, designed to democratize NFTs.

Since the “NFT summer” of 2021, institutions have shown a strong interest in blockchain technologies. Many companies have launched their own collections. However, if this practice has become common in various fields such as sports, music or fashion, in the world of design, it is only the beginning. Thanks to Elle Décoration, the situation could soon change. With D3SIGN CAPSULE, the brand is likely to give a new direction to an entire industry.

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Junie MAFFOCK avatar

I came to the blockchain out of curiosity and stayed there for passion. I was amazed at the possibilities it offers through its various use cases. With my pen, I hope to help democratize this technology and show how it can help make the world a better place.

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