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At the end of April, Guerlain is set to release an NFT project to aid in the preservation of nature. Encompassed in the house’s REAVERSE project will be a collection of 1828 digital Cryptobees, collaboratively conceived by the beauty brand and the photographer, director, and environmental activist Yan Arthus-Bertrand. Proceeds of the sale will benefit of The Millière Valley project, which is focused on rewilding a 69-acre nature preserve in Les Mesnuls, France.
Each Cryptobee—inspired by the bee, as Guerlain’s symbol and a representation of hope for the environment—is linked to a physical parcel of land on the preserve, acting as a sort of sponsorship for the conservation effort. Sold through the TEZOS blockchain, the NFTs will be designated to four tiers of rarity (eight super rare, 20 rare, 500 quite rare, and 1300 normal NFTs), with the sale of every NFT donating proceeds to the cause. Holders of the NFTs, in addition to receiving a unique artwork—a series of animated insects alongside blooming flora—will gain access to features like previews of future NFT happenings and exclusive access to the land in question.
The sale of the NFTs, available through the digital hub Objekt at their release, will help transform the land into a space for study, experimentation, and observation. Arthus-Bertrand’s plans for the nature preserve also include awareness and education in the fields of agriculture and ecological issues, with the hopes of bettering our understanding of human impact on our planet.