New digital bubble madness or tidal wave? The phenomenon of NFTs must be examined very closely. “Non-fungible tokens” are digital tokens that protect digital works by locking them like safes with the blockchain. Common for collectors, limited series and exclusive collaborations with artists, packaging is no exception to this trend. This is how Lady Gaga signed the graphics of two Dom Pérignon champagne cuvées: “The collaboration between Dom Pérignon and Lady Gaga marks the meeting of two creative visions. A unique partnership that gave rise to two limited edition boxes, Dom Pérignon Rosé Vintage 2006 and Dom Pérignon Vintage 2010 and an exclusive piece signed by the artist Lady Gaga ”. All in glittering lights and graphic effects, a virtual pop-up store explains the entire process carried out with the Dare.Win agency and the Renaissance NFT production studio. A focus that inevitably joins the physical world. During the month of November, each bottle purchased is paired with its digital double, while on the 23rd a single and unique dressing of a Dom Pérignon Vintage 2005 jeroboam rosé will go on sale at the Grande Épicerie in Paris.
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