TBWA hangs NFT artwork on Christmas tree in Australian mall

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Fab­ric, the design and retail divi­sion of TBWA/Sydney, is show­cas­ing the work of Aus­tralian non-fun­gi­ble token (NFT) providers through the unlike­ly medi­um of a Christ­mas NFTree proud­ly dis­played in a shop­ping mall.

Built from glass, mir­rors and per­spex plas­tic, the NFTree has been designed to max­i­mize nat­ur­al light with an uncon­ven­tion­al dis­play that mar­ries the broad aes­thet­ics of a tra­di­tion­al dec­o­ra­tive tree with the emerg­ing art form of NFTs to cre­ate a unique mash-up of cul­ture and design fit for the dig­i­tal age.

The sculp­tur­al piece invites shop­pers to explore the work of eight NFT cre­ators, inspir­ing them to become NFT art col­lec­tors by incor­po­rat­ing QR codes that con­nect to the pro­files of cre­ators Aldous Massie, Bian­ca Beers, David Porte Beck­e­feld, James Jirat Patradoon, Jonathan Puc, Lucius Ha, Rel Pham and Ser­wah Atta­fuah on Foundation.

NFT: Illu­mi­nat­ed com­ple­ments work under­tak­en by Fab­ric to pro­vide bespoke sig­nage and a new brand iden­ti­ty for The Galeries on behalf of Vicin­i­ty Centres.

Vicin­i­ty head of brand mar­ket­ing and expe­ri­ence (pre­mi­um) Cor­rine Barchanow­icz said: “The Galeries has long been a des­ti­na­tion for the con­tem­po­rary and unique, and we want­ed to extend that vision into Christ­mas by com­bin­ing unique art­work with new tech­nol­o­gy. The new tree is dis­tinct­ly The Galeries, intro­duc­ing our cus­tomers to a new, cut­ting-edge expe­ri­ence nev­er before seen in Australia.”

Fab­ric cre­ative part­ner Keenan Mot­to added: “Our new­ly-devel­oped plat­form for The Galeries intends to posi­tion [it] as the cen­ter loved for uncon­ven­tion­al artis­tic explo­ration, with purpose.

“NFT is an excit­ing new space to play in, and we are lucky to have a brave client in Vicin­i­ty [that was] will­ing to explore a more con­tem­po­rized expres­sion of the sea­son, which reimag­ines tra­di­tions for new audiences.”

The NFT craze has seen brands jos­tle for a slice of the dig­i­tal art pie, despite con­cern that it is noth­ing more than a gimmick.

// Fea­tured in this article 

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