Evian has partnered with groundbreaking phygital artist Sara Shakeel for its first NFT series. Digital artworks created with web 3.0 technology company Renaissance feature mesmerizing shimmering iterations of the glacial landscape of the French Alps where Evian water originates.
To minimize the brand’s energy footprint, evian’s NFTs were created on the energy-efficient and self-scaling Tezos Proof-of Stake blockchain, which consumes two million times less energy than blockchain-based platforms. Ethereum.
Tezos was also the platform of choice for Guerlain’s recently announced CryptoBee NFT “Reaverse” project, which is supporting the redevelopment of the Vallée de la Millière conservation area in France.
The limited edition of 20 digital artworks will be released tonight at 6 p.m. CET. on the evian NFT microsite. They will sell for $545, payable by regular credit card in addition to cryptocurrency, to make the buying process more accessible. British department store Selfridges and British designer Roksanda Ilincic took a similar stance for their own NFT launches earlier this year, although they did not offer an encryption option.
Self-taught multidisciplinary artist Shakeel is known for her use of glitter and Swarovski crystals to create digital and physical collages of photography and three-dimensional objects.
Shakeel’s recent projects include a crystallized rendering of a resplendent and heavily pregnant Rihanna and previous fashion collaborations include Browns Fashion and Linda Farrow eyewear.
All proceeds, including those from secondary market sales of evian X Sara Shakeel NFTs, will benefit London’s Somerset House Young Talent Fund, which funds the training of the next generation of artists. This deeply affected the autodidact Shakeel. “Supporting the creativity and innovation of budding digital artists,” she says, is “a cause that is so close to my heart.”
For evian, whose IRL collaborations, including those with Alexander Wang, Kenzo, Moncler and the late Off-White founder Virgil Abloh, typically revolve around reusable glass water bottles, sustainability is a key pillar of the brand. Find an energy-efficient Web 3.0 partner. was paramount.
“Using Tezos technology has allowed us to do this in an energy-efficient way, with each NFT having less of a carbon footprint than sending an email,” explains Lucille Moreau, Director of Culture and brand experience.
“We are thrilled to take this leap into the world of digital art with our first NFT, allowing our evian community to interact with and appreciate the brand in new and exciting ways.”
Such collaborations demonstrate the cultural and community approach to evian marketing championed by Moreau, a philosophy reflecting that of the NFT universe.
Evian, owned by Danone, operates like the luxury fashion brands it partners with. He recently hosted a free two-day immersive pop-up in East London’s Shoreditch. The experience, created in collaboration with Shakeel, featured a mirrored infinity room of crystal-festooned fixtures such as umbrellas, analog phones, skateboards, and even a crystallized sushi bar. It was accessed through a secret door behind a refrigerator stocked with evian.
These two projects with Sara Shakeel were designed to promote the brand’s recently launched sparkling water.