The creative studio has partnered with Montréal artist Sean Caruso to launch the world’s first digital fragrance encoded into NFT artwork. They created ten exclusive digital artworks that are auctioned online on the Rarible marketplace.
The digital artwork is inspired from Cyber, a physical unisex eau de parfum designed by Look Labs. Created by a master perfurmer in Grasse, France, the fragrance evokes sci-fi movies and high-tech universes. The fragrance comes in a glass bottle with an LED label.
The artwork consists in a photorealistic representation of the bottle with its illuminated label together with a digital representation of the fragrance in the form of NIRS data.
The first owners of the NFT artwork will receive the collector’s edition of the physical fragrance signed by the creators and additional hi-resolution versions of the artwork. Each future corresponding NFT owner will be able to redeem the physical version of the fragrance for an additional fee.
“I was curious about the merging of the physical and digital worlds through blockchain and NFT artwork,” said Sean Caruso.
Non-fungible tokens (NFTs) - units of data stored on a blockchain - are increasingly used to certify a digital asset to be unique and therefore not interchangeable. Look Labs imagined this combination of digital artwork and physical fragrance to capture the emerging trend of NFTs and how luxury products will appeal in the future to the new generation of consumers.
The aim was to create “the ultimate luxury fragrance that combines traditional craftsmanship with the latest disruptive technology. Choosing the highest quality ingredients and materials was an imperative step in the process of designing and crafting a product that is unique and the first of its kind on the market,” said Look Labs founder, Jordan Katzarov.