Marcel Härtlein, Group Head Digital, Lalique Group SA
NFT collections at Lalique
Web3 matters to Lalique because the Web3 community encompasses exclusivity, rarity and not for everyone.
This fits very well with luxury brands.
Web3 offers brands monetization potential. The true value of Web3 will come from immersive, community-oriented experiences.
The impossible vases NFT collection.
Lalique vases are more popular than they can be produced. You wait roughly 6 month to get your vase.
Therefore, Lalique wanted to bring that exclusivity to the web, i.e. NFTs.
They produced 10 NFTs related to their products. This was covered in numerous media outlets.
The NFTs cost €10’000.- as do the vases. They include a real vase (€4’000-5’000) and a VIP invitation to see the production of the vases in a non-public experience.
The Lalique NFT holder journey
NFTs allow Lalique to grow not only their customer base, but also increase sales with new clients: NFT holders are offered special treats at the flagship store and at the headquarters in Elsass (e.g. an exclusive chef’s table experience at their Michelin star restaurant).
Glenturret Amber Island
The Glenturret whisky bottle costs € 2’700. Its NFT gives access to exclusive experiences.
The time has come! Our first-ever whisky NFT backed by a physical bottle will be released on— Amber Island (@theamberisland) February 20, 2023
28 February 2023 at 4 p.m. CET.
The Glenturret 30 Years Old, a unique and ultra-scarce Amber Island special edition, was created and bottled especially for Amber Island members. pic.twitter.com/Y1tzvBVkdc
Turn new customers into brand lovers
Lalique measures their numerous NFT initiatives along the dimensions value and brand loyalty.