Water brand evian has launched its first-ever NFT, making its move into the emerging digital art space. For this launch, 20 sparkling NFT artworks will be released for purchase from 4 April onwards.
The artworks were done in collaboration with artist and crystal lover, Sara Shakeel. The brand will build on its partnership with Shakeel, following an immersive art exhibition in London earlier this year in celebration of evian’s launch of its new sparkling water. The digital pieces celebrate evian’s iconic heritage from the glacial rocks in the heart of the French Alps, which Shakeel interprets with a sparkled mountain artwork.
Lucille Moreau, director of culture and experience at evian said: “The alpine origins of our iconic pure natural mineral water is a fundamental part of our heritage. Shakeel’s digital reimagination of our evian mountains beautifully captures and encapsulates the essence of this, also bringing the sparkles of our new evian sparkling water to life. We are so thrilled to be taking this leap into the digital art world with our first NFT, enabling our evian community to interact with and enjoy the brand in a new and exciting way.”
In line with evian’s sustainability commitments, evian is also utilising energy-efficient and self-upgradeable Proof-of-Stake blockchain company Tezos in the production of their NFT in order to minimise its energy footprint. Tezos is hailed to be of the first and longest running proof-of-stake (PoS) blockchains within the NFT market, and operations without large energy requirements required of more traditional types of blockchain and the creation of single NFTs.
“As a life-long fan of evian, it’s like a dream come true being part of their journey in creating their first NFT,” said artist Shakeel. “Continuing on from the incredible sparkling installation we partnered on earlier this year, it is such a joy to bring the spirit of evian’s alpine heritage, whilst also supporting the creativity and innovation of aspiring digital artists – a cause which is so close to my heart.”
On a wider scale, evian also aims to make all of its plastic bottles from 100% recycled plastic (excluding cap and label) by 2025, to move on from linear to circular approaches to sustainability.
Furthermore, 100% of proceeds from the sale of each of evian's exclusive NFT’s will be donated directly to the Somerset House Young Talent Fund, where the brand aims to inspire the next generation of artists. Through this partnership, evian and Shakeel hope to fund training in digital arts as well, through bursaries such as training, networking, mentoring and placements within evian’s extensive resident community of creative organisations in central London.
Meanwhile, evian's pop-up immersive art installation with Shakeel which took place in February this year, saw notable guests such as its global ambassador, tennis player Emma Raducanu joining. Guests were invited to explore the space with its content creation opportunities, engaging and interacting with sparkled touchpoints including an iconic London bus and a wraparound mirrored infinity room.
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