{"id":470,"date":"2022-11-04T04:00:58","date_gmt":"2022-11-04T04:00:58","guid":{"rendered":"https:\/\/nft.runfyers.com\/index.php\/2022\/11\/04\/jewellers-explore-benefits-of-digital-art\/"},"modified":"2022-11-04T04:00:58","modified_gmt":"2022-11-04T04:00:58","slug":"jewellers-explore-benefits-of-digital-art","status":"publish","type":"post","link":"https:\/\/nft.runfyers.com\/index.php\/2022\/11\/04\/jewellers-explore-benefits-of-digital-art\/","title":{"rendered":"Jewellers explore benefits of digital art"},"content":{"rendered":"

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Next year, Bulgari will celebrate the 75th anniversary of its iconic Serpenti Tubogas bracelets, which have snaked the wrists of the rich and famous ever since Elizabeth Taylor made them globally desirable by wearing one on set during the filming of Cleopatra<\/em> in 1962. But, while a straightforward retrospective might have seemed the order of the day to mark this milestone, the Italian jeweller has instead teamed up with AI digital sculpture pioneer Refik Anadol<\/a> to kick off its celebrations in London this month.<\/p>\n

The jeweller has commissioned the artist to create an immersive installation that will be hosted by the Saatchi Gallery in London, following a stint at Piazza Duomo in Milan last year. The Serpenti Metamorphosis installation features digital artwork controlled by artificial intelligence \u2014 which Anadol refers to as \u2018Charlie\u2019.<\/p>\n

More than 200mn images of nature were fed into \u2018Charlie\u2019, and using machine learning, it created an undulating visual mimicking nature\u2019s textures to convey serpentine evolution. Projected within an enclosed space, the experience is a multisensory one, with an AI-generated nature soundtrack accentuated with puffs of fragrance that Anadol created in collaboration with Swiss perfumer Firmenich. The formula for the scent itself was suggested by \u2018Charlie\u2019 after processing 500,000 odour molecules.<\/p>\n

\u201cI do feel like it is truly a dream state; a state I don\u2019t believe exists in the physical world,\u201d says Anadol of the immersive Bulgari experience. \u201cIt is a completely algorithmic reality that doesn\u2019t exist but feels very much tangible.\u201d More than simply acting as a branding exercise, Anadol says he hopes that Serpenti Metamorphosis will trigger feelings of \u201chope and positivity\u201d towards \u201ctechnology for humanity\u201d.<\/p>\n

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\n\t\t\t\t\u00a9 Daniele Venturelli\/Getty Images for Bulgari
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\n\t\t\t\t\u00a9 Daniele Venturelli\/Getty Images for Bulgari
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As technologies such as AI open up creative possibilities, and the metaverse becomes a more enticing space for luxury brands to operate in, more jewellers are experimenting with ways to transplant one of the oldest hard luxuries into the digital world via digital art.<\/p>\n

Jewellery brand Francis de Lara worked with fashion platform Brand New Vision to create non fungible tokens of its real-world gem-encrusted, gold-plated silver eyeware. These digital artworks can be worn in metaverse worlds including Decentraland, where a treasure hunt was held for users to find and win a pair of the limited-edition Eve glasses decorated with virtual Zambian emeralds and Mozambique rubies that mirrored real-world counterparts mined by Gemfields. Gemstone mining company Greenland Ruby has also digitised its gems, collaborating with artist and jeweller Reena Ahluwalia to transform her \u2018Fire Under Ice\u2019 painting of one of its stones into an NFT. It went on sale on OpenSea, the most popular platform for buying and selling digital collectibles, to raise funds for the miner\u2019s PinkPolarBear Foundation that aids polar research.<\/p>\n

Jewellers have been reaching out directly to specific digital communities in a bid to ingratiate themselves.<\/p>\n

Los Angeles-based jeweller Neil Lane collaborated with Audrey Schilt, the fashion illustrator and creator of Ralph Lauren\u2019s well-known teddy bear character, to adorn one of the digital bears she publishes on Collab Bears, the NFT site she co-founded.<\/p>\n

Meanwhile, Tiffany & Co caused a stir when it made its NFT debut in August exclusively with the CryptoPunk community, members of which collect a certain style of pixelated avatars. For 30 Ethereum apiece, the jeweller transformed 250 CryptoPunks avatars into custom necklaces, which were produced as both NFTs and real-world gold, diamond and gemstone piece.<\/p>\n

Early access was given to 100 people on August 3 with the entire run selling out just two days later. It netted the jeweller somewhere in the region of $12mn, based on the cryptocurrency price at that time.<\/p>\n

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Sarah Ysabel Dyne-Narici, a jewellery designer based in New York, did not have to look too far to find a digital artist to transform one of her LoverGlyphs rings into a moving visual. Her cousin, the British-Singaporean artist Kara Chin, personalised the gold rings Dyne-Narici makes with hieroglyph-inspired symbols that tell the story of her clients\u2019 lives. In the artwork created with Chin, each symbol and gem explodes and balloons into an object.<\/p>\n

It took the cousins three weeks to create this \u201cpassion project\u201d, and Dyne-Narici says she does recognise digital art\u2019s ability to present the old-world creativity of handmade jewellery to new eyes. \u201cGiven the nature of precious materials, physical pieces are inherently limited \u2014 scarce,\u201d she says. \u201cDigital art, however, is the opposite; it allows a connection to a wider audience. It is universe sharing at a bigger scale. For me, it\u2019s about showcasing objects through a different lens. Capturing a universe in a tiny object is exciting, but so is experiencing that universe digitally. Both are different languages, expressing the same vision.\u201d<\/p>\n