Chalhoub Group enters metaverse with NFT collection


UAE-based Chalhoub Group’s Christofle will enter the metaverse with its first non-fungible token (NFT) collection, 925 Genesis Mood, on May 7.

The venture marks the company’s commitment to global digital transformation and its efforts to exist on Web 3.0, the third generation of internet services. 

“Innovation and retaining the entrepreneurial spirit of our founders have always been part of our core values. And we take it as our duty to lead the way and introduce the first luxury tableware NFT,” said Michael Chalhoub, president of the Chalhoub Group’s strategy, growth, innovation and investment division.  

We are committed to constantly reinventing ourselves and to bringing the right products, services and experience to our customers, that stay at the heart of everything we do,” he said.  

925 Genesis Mood, inspired by the 2015 bestseller collection Mood, will be sold as generative NFTs in 3D animations.  

“We are eager to join the era of the Metaverse, with this new first NFT collection in line with our brand values of audacity, elegance, excellence and inclusiveness,” said Emilie Metge, CEO and president of Parisian goldsmith and tableware company Christofle.  

“With a bold and modern approach, we are translating our craftsmanship into the new wave of the web, which is all about community and ownership. 

“We want to offer the Christofle community a way to experience and access unique pieces of Christofle,” she said.  

Buyers will have access to exclusive and unique benefits from Christofle.  

The collection will appear on Exclusible, a premium NFT platform for high-end luxury digital collectable items.  

“At the heart of Web 3.0 lie many possibilities for brands,” said Olivier Moingeon, co-founder of Exclusible.  

“True luxury is recognised, community is cultivated and desirability is captured. Brands should embrace this new territory and set foot into a new sphere of culture and digital expression. 

“Christofle is seen as a pioneer which leverages classic Parisian heritage with the innovative spirit of an entirely new movement in the creative industry,” Mr Moingeon said.  

The NFTs will be sold on the Ethereum network for ETH0.1, with 529 available for purchase.