Maison Martell is set to auction its first ever non-fungible token (NFT), featuring an exclusive single-edition artwork by London-based Chinese artist and long-standing Martell collaborator Jacky Tsai. The Voyage of the Swift is a spectacular 3D animation centred on the artist’s dynamic, contemporary vision of the swift – the historic emblem of Maison Martell, which symbolises its spirit of daring and freedom.
Demonstrating his signature bold use of colour and collage, Jacky Tsai has reimagined the swift with elements drawn from Maison Martell’s rich heritage, from vine leaves and oak barrels to the sailing ships on which the House first sent its cognacs to China in 1858. The NFT auction should not surprise followers of Jacky Tsai, who has made a name internationally for his audacious artworks across an array of mediums, from painting and sculpture to installations and digital art.
The artist typically explores ancestral Oriental techniques, fusing cultural extremes in dynamic collages combining traditional Eastern imagery with elements inspired by Western pop art. A recent partnership with Maison Martell saw the artist create two striking limited editions of the House’s Martell Noblige and Martell VSOP cognacs for the 2021 festive season.
Martell’s first foray into the exciting world of NFTs takes place on the online marketplace SuperRare, the pioneering destination for unique NFT artwork.
Meet Jacky Tsai, the London-based Chinese artist with a prolific output across a range of mediums. He achieved global fame in 2008 for the flower skull emblem he created for great British fashion designer Alexander McQueen.Now he turns his eye to Martell, with some spectacular bottle and box designs for limited editions of Martell VSOP and Martell Noblige, which fuse Eastern motifs with Western pop art.
Non-fungible tokens are gaining popularity in the world of art as a means of certifying authenticity or proof of ownership of high-end digital art files, such as a digital photo, audio or animation.
The NFT is stored on a blockchain, which serves as a public ledger testifying to the owner of each token.
A collector of fine art might equate an NFT with the receipt for purchase of an original artwork, albeit digital art. This is important in digital art, given the simplicity with which one can otherwise copy or reproduce work.
The artwork of Jacky Tsai would be well-known to lovers of Martell. The London-based Chinese artist has collaborated with the House on more than one occasion, including designs for two limited edition bottles and boxes to celebrate Chinese New Year 2022.
Martell is launching in The Sandbox and becomes the first of France’s great cognac houses to enter the metaverse open world.
Please do not share with anyone under 18. Drink responsibly.