French retailer Monoprix has announced an NFT (non-fungible token) project offering exclusive creations by pastry chef Yazid Ichemrahen and designer Vincent Darré.
The retailer will offer 90 issues by each creator, which will comprise original and exclusive work by both artists.
Ichemrahen has created a cake that will only be sold in digital form.
This NFT will also give its buyers access, in a second phase, to an unprecedented and exclusive physical experience, the retailer noted.
Ichemrahen stated, “Eternally passionate about works of art, textures and taste and wishing to democratise my culinary art, I decided to offer at Monoprix an NFT cake in three vanilla textures with different roasts. The art lies in the way of conceiving a unique work between design, simplicity, tradition and modernity.”
Vincent Darré’s creations will include five artworks specially created for Monoprix, with 18 issues each.
Transactions to acquire Monoprix NFTs will be carried out directly via a dedicated site, which aims to guide consumers throughout the purchasing process.
According to its parent company, Casino Group, the project aligns with its strategy to anticipate changes in society and consumer habits and adapt to the needs of customers.
Elsewhere, the retailer announced plans to offer Club Leader Price customers NFTs in the form of small playful characters.
It will allow customers to access exclusive and personalised promotions for their online shopping.