Rolls-Royce has its refined side, but Rolls-Royce also likes to play it edgy. As part of the rollout of its new Black Badge edition Ghost, the British ultra luxury carmaker has commissioned its first NFT work of art by British graphic designer Joe Prytherch who works under the name Mason London.
Mason London’s illustrations have deep roots in popular culture. He was the art director of the music platform, the Boiler Room, and designed album covers for a compilation of J Dilla’s work for Stones Throw Records as part of his early work. In recent times, he continues to work in music, but also with streetwear, and sportswear crypto clients ranging from Nike to Bob Marley’s estate. He’s minted a hand full of NFTs that incorporate his whimsical, figurative style.
Mason London’s illustration for Rolls-Royce, courtesy of Rolls-Royce.
It’s a move by Rolls-Royce to shift the conversation to appeal to its younger, evolving customer base who are fans of Black Badge vehicle. In a recent Instagram post, the company described its selection of the designer.
“In Mason London’s evocative illustration, the mood of Black Badge is perfectly encapsulated as an authentic depiction of the current generation of our legacy. Day becomes night. Country estate becomes night-time urban playground. A new way of living is defined through the marque’s bolder spirit, promising a magnetic spectacle of things to come.”
Rolls-Royce, founded in 1904, may not seem to be a future-minded automaker. But the brand claims otherwise, citing its roots that date back to the renegade founders Henry Royce and Charles Rolls in the early 20th century. They were in command of superior craftsmanship but also known to take risks with product and superb engineering.
Courtesy of Rolls-Royce.
Rolls-Royce has evolved from a small independent motor company to the most expensive brand under the BMW Group umbrella. The brand introduced Black Badge in 2016, in response to clients who sought out mean-looking blacked-out vehicles. Think more Rick Owens than Brooks Brothers. The latest Ghost is sinister with darkened windows and covered in 100 pounds of black paint that take five hours to apply to each car. The hand-polished Spirit of the Ecstasy hood ornament is covered in electrolyte. The cars are made by its internal Bespoke Collective at its Goodwood, England headquarters, where the minted Mason London NFT is also housed in an encrypted wallet.
The Black Badge Ghost will be priced at about $400,000. So far Rolls-Royce isn’t saying much about the intention for its first NFT release nor its value.
Courtesy of Rolls-Royce.
Courtesy of Rolls-Royce.
