A technology that makes ephemeral art permanent
JR has fun once again with famous monuments and surprises the public by installing a trompe l'oeil featuring the pyramid of Khephren. The 4591 paper cuts constituting the work are printed with a weft in which are hidden more than 700 hieroglyphs. And for the first time, it is possible to acquire one of these unique fragments in NFT version, that is digitally.
As a reminder, NFTs, or "non-fungible tokens", are authenticated non-interchangeable cryptographic tokens, unlike bitcoins, for example. Dedicated to any virtual, visual or audio object, these items have a value that depends on the price of crypto-currencies and especially on the interest and rarity of the collection.
"Greetings to Giza" levitates the top of the pyramid through a photo carried by a giant hand raised from the ground. The physical black-and-white work is on view temporarily, as are each of JR's creations, through November 7 and occurs in conjunction with the contemporary art exhibition Forever is Now.
Brands that are sensitive to the NFT market
This new form of investment for art lovers taps into some surprising areas, as demonstrated by some communication operations. A few months ago, Pringles released a limited version of NFT crypto-chips. The animation of the virtual golden package auctioned off at its release for $20, now stands at over $2500, real!
The luxury sector is also interested in NFT: Guerlain invites artists to create original NFT digital compositions, Havaianas markets 5 pairs of virtual flip-flops and DKNY sells a version of its new logo to the highest bidder.
