ROOK PARFUMES LAUNCHES THE FIRST NFT PERFUME, PERFUME THE METAVERSE
When purchasing (1 in 100) NFT tickets for 0.3 ETH, buyers receive an exclusive code that gives access to a unique DAO (Decentralized Autonomous Organization), a channel of communication between them, Crowe and the internal designer de Rook to discuss ideas around the Metaverse’s flavor profile, with the potential to expand the discussion to other online communication channels such as Clubhouse or Twitter. Crowe will then incorporate the inspirations from that discussion into a fragrance, of which NFT buyers will first have access to the physical version (as well as receiving a digitized version of the artwork on the bottle). They receive designer rights to the final product and royalties on any potential business partnerships that will ensue around the product in the future.
The brand has a history of community collaboration, like their out of print Flaming Dandelion fragrance, inspired by a Rankin photograph of a burning dandelion and crafted with scent notes suggested by the fragrance community. “It was amazing how people wanted to discuss the notion of transforming what they saw into what they would smell,” Crowe told BeautyMatter. With this project, he hopes to harness the inherently collaborative nature of digital media.
“People love to learn about the ingredients that go into perfumes and how I work. What the NFT added to the process was a new source of inspiration, a new world for me to work in, a new audience and also a sense of belonging, ”says Crowe. “It’s taking a creative process that I love to work in, but combining it with this notion of allowing the beehive mind to own a part of what it has created and to make a decision about what to do with it. ‘it happens.
Despite the synergistic ethics of the project, Crowe emphasizes the importance of a director’s eye. “I will only create something that I support. Within the DAO you have voting processes, providing imagery to help direct the conversation, keeping it wide enough to be tailored, but giving it some sort of direction so that it doesn’t get completely out of focus. control, ”he explains. While traditionalists may argue that the physical sensation of scent cannot translate into the digital realm, Scent the Metaverse provides a compelling bridge between the two worlds, daring to explore the untapped potential of a medium in its stages of development.
“A new culture is being built around NFTs,” Crowe adds. “If you want to make this appealing to non-NFT experts, there has to be something physical at the end of it. I like the idea of making it more practical: having beauty owned and funded by a group. Having a start-up launching a brand funded by this stand-alone organization that creates digital art that has value, but also funds the creation of something real. I see what we are doing as a new way of crowdfunding. “
Crowe is set to expand the project to a line of Metaverse drops, a side branch of Rook Perfumes, in the future. He recognizes the powerful marketing potential, but also the high risk factor, of this digital medium, along with consumer concerns about the impact on sustainability or the intangible reality of digital scent. “Suddenly you’ve exposed the world of perfume to a whole new cohort, but it’s also scary,” he explains. “Fortunately, what’s the worst that can happen? If it doesn’t work, no harm has been done. We’re trying to do something innovative, collaborative and really artistic. That’s why I feel like I can really stay there.