French luxury brand Guerlain has created a limited-edition NFT collection to support a biodiversity and rewilding project near Paris.
Named the Cryptobee collection, a nod to both the brand’s historical support for bee ecosystems and one of the species that will benefit from the campaign, the sale of each NFT will help to fund the Millière Valley project, which is focused around the rewilding of a 69 acre nature reserve in Mesnuls (one hour from Paris).
Each NFT features a unique artwork featuring a bee covered in illustrations that mimic the flowers, plants and minerals found in the region. They also include the coordinates of the exact plot of land that will be rewilded by the funds raised by the NFT sale. NFT holders will also have access to exclusive events and contests and will receive VIP access to the Millière Valley area.
Guerlain will be releasing 1,828 parcels of the land, grouped in four NFT tiers based on different levels of rareness. The NFTs will be available on the Tezos blockchain starting at 20 XTZ, which is the equivalent of $60 in April 2022.
Interestingly, Guerlain are referring to the NFT launch as its first move into the Reaverse, which it regards as using the mechanisms of the metaverse to create a real-world impact.
The Millière Valley project was created by French photographer, director and environmental activist Yann Arthus-Bertrand. Guerlain have chosen to back it because the preservation of nature is one of their core pillars.
While there is an inherent tension between using blockchain technology, which is known for using up carbon, to back an environmental project, the Tezos blockchain is regarded as being a green and energy-efficient blockchain.
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