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This Aussie retail group launches an NFT works-created Christmas tree, ‘NFTree’

Australia – Vicinity, the Australian retail property group, has launched a new sculptural Christmas tree called ‘NFT: Illuminated’, a one-of-a-kind installation developed using the works of Australian NFT creators.

The ‘NFT: Illuminated’, which was created in collaboration with creative agency Fabric, features the work of eight NFT creators, namely Aldous Massie, Bianca Beers, David Porte Beckefeld, James Jirat Patradoon, Jonathan Puc, and Lucius Ha, as well as Rel Pham, and Serwah Attafuah. 

Installed in Sydney’s The Galeries, the installation was constructed from glass, mirrors, and Perspex, which captures and accentuates the natural light that streams through The Galeries.

Moreover, the installation activates the newly developed creative platform ‘It’s An Art’ for The Galeries Artist in Residence program. It also builds on Vicinity’s Christmas campaign, ‘Where There is Light’, which was launched earlier this month.

Keenan Motto, Fabric’s creative partner, believes that their newly developed platform for The Galeries intends to position them as ‘the center 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 was willing to explore a more contemporized expression of the season which reimagines traditions for new audiences,” said Motto. 

Corrine Barchanowicz, Vicinity’s head of brand marketing and experience, shared that The Galeries has long been a destination for the contemporary and unique, and they 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,” said Barchanowicz.

Vicinity said that there will also be bespoke signage throughout The Galeries, which will direct shoppers towards the exhibition. It will also display the QR codes which connect to each creator’s profile on Foundation. Each artist will be profiled across The Galeries’ social media channels and website.

Visitors have the opportunity to explore ‘NFT: Illuminated’ and become NFT art collectors from 16 November 2021 to 5 January 2022.