Aussie real estate investment trust company, Vicinity Centres, launch their new Christmas NFTree via Fabric.
The sculptural Christmas NFTree will be installed in Sydney’s The Galeries and showcases local NFT creators.
The installation, NFT: Illuminated, builds on Vicinity’s Christmas campaign, ‘Where There is Light,’ which launched last week.
Built from glass, mirrors and Perspex, the NFTree highlights and captures the natural light that streams through The Galeries.
NFT: Illuminated relaunches The Galeries’ Artist in Residence program under the new creative platform by Fabric ‘It’s an Art’ – celebrating the emerging artform of NFTs which thrived in lockdown.
The display will be up from the 16th of November 2021 to 5th of January 2022 for visitors to explore.
Vicinity Head of Brand Marketing and Experience, 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 said: “Our newly developed platform for The Galeries intends to position them as ‘the centre 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 who were willing to explore a more contemporised expression of the season which reimagines traditions for new audiences.”
The NFTree will feature the work of eight NFT creators Aldous Massie, Bianca Beers, David Porte Beckefeld, James Jirat Patradoon, Jonathan Puc, Lucius Ha, Rel Pham and Serwah Attafuah – who previously worked with Nike, GQ, Charli XCX and Paris Hilton. You can find links to their instagrams below.
Credits
Brand: Vicinity Centres
Director of Marketing: David Henderson
Head of Brand Marketing and Experience: Corrine Barchanowicz
Regional Brand Experience Manager: Daniella Manuel
Creative Agency: Fabric
Production Installation Partner: Vandal
Please see below for the full list of artists whose works make up The Galeries NFTree –
● Serwah Attafuah – @wrath_____
• Aldous Massie – @aldousmassie
• Bianca Beers – @biancabeers
• David Porte Beckefeld – @davidportebeckefeld
• James Jirat Patradoon – @jamesjirat
• Jonathan Puc – @jonathanpuc
• Lucius Ha – @bluugu
• Rel Pham – @rel.pham
