Source:"Silicon star man" (ID: guixingren123), author: Juny, editor: vickyxiao
Fifty years ago, in the film breakfast at Tiffany's, Audrey Hepburn stood in the big window of Tiffany's glass and stared at the classic scene, which made Tiffany & amp; Co. this jewelry brand has become the dream of countless girls all over the world.
Since Alexandre Arnault, the second son of LV group and the post-90s generation, became the vice president of product and communication of Tiffany last year, Tiffany has been constantly moving in the fashion circle and constantly expanding its younger fashion second curve.
Recently, Tiffany has also launched the most popular NFT. This time, Tiffany launched a successful hunger marketing from the top-level cryptopunks in the circle, turning NFT into a real jewelry operation. It also attracted the attention of Tiffany in the jewelry industry, fashion industry and Web3 circles, and once again pushed NFT's cc0 copyright mode to the forefront of the wave.
Many people make fun of it. It seems that the future is not only for girls to look forward to Tiffany's little blue box, but also for boys to break their heads for it.
At the beginning of last week, Tiffany officially announced that it was officially stepping into the NFT field and launched the first project of the brand, "nftiff", that is, the combination of "NFT" and "Tiffany".This set of nftiff series is themed by cryptopunks and limited to 250 groups. Each group is priced at 30 ethereums (about 340000 yuan).
The biggest feature of nftiff this time is the "combination of virtual and real". Users who have purchased the "nftiff pass" can not only obtain a unique Tiffany customized physical pendant, but also obtain the NFT digital collection of the pendant.
In the official nftiff project promotional film, Tiffany changed its previous elegant route, turning the small blue box into a pixel style, the music into an electronic version, and the cryptopunks pendant example, giving people a feeling of suddenly changing into a trendy brand.
However, it should be noted that,This nftiff is not something you can buy with money. In addition to limited sales, the sales target of nftiff this time is limited to the holders of cryptopunks, and each user is limited to three "nftiff passes".
As the earliest and most popular series of digital collections in the NFT market, there are millions of dollar level avatars in the cryptopunks series, and even the highest selling price exceeds 20 million dollars. Therefore, Tiffany's operation can be said to focus its target customers on high net worth people.
In order to restore the original appearance of the cryptopunks head portrait with high quality, Tiffany's design team converted the 87 properties and 159 colors of the 10000 head portraits of the cryptopunks series into the most similar gemstones and enamel, and then painted and inlaid them on the 18k rose gold or 18K Gold chassis.
The size of each entity necklace is about 3cm long and 2-3cm wide. It is completed with at least 30 gemstones or diamonds, and is attached with an adjustable necklace. The back of the pendant is also engraved with the number of the head of crytopunk and Tiffany & amp; Co. logo,
The necklace of the founder of the blockchain company chain. The picture is from deepak.eth twitter
Tiffany opened the pre-sale of 100 nftiff passes on the morning of August 3, US Eastern time, which was quickly sold out. The remaining 150 nftiffs were officially sold on the 5th, and were sold out after only about 20 minutes. There are also some familiar figures among the buyers, such as Lin Junjie, Kevin rose, the founder of moonbird, and so on.
Statistics show that Tiffany has successfully raised more than 12.5 million US dollars with these 250 passes. Tiffany said that the delivery time of the first NFT collection is expected to be December this year, while the delivery time of the supporting customized necklace is expected to be February 2023.
However, silicon star people have noticed that the trading floor price of nftiff in the secondary market has fallen below the issuance price of 30 Ethereum.
In fact, since NFT became popular last year, many luxury brands, including Gucci, burberry and Balenciaga, have tried NFT, and Tiffany is not the first.
However, the biggest feature of this project is that Tiffany did not rely on opensea or other trading platforms to issue or sell its own nftiff. Instead, it cooperated with chain, a blockchain technology innovation enterprise, to create its own NFT platform, nft.tiffany.com, facing the world.
It can also be seen that Tiffany's entry into NFT is not just one timeamuse oneself by playing parts in Chinese operas as an amateurSo simple, but with a longer-term plan. Next, Tiffany may cooperate with more NFT series works, copy and upgrade the cryptopunks play, and create a new NFT business ecosystem through NFT development, digital and physical version conversion, trading and resale.
Tiffany's high-profile transformation attempt to enter Web3 can be said to be closely related to its current Vice President of product and marketing Alexandre Arnault.
In October 2020, LV Group acquired Tiffany at a price of US $15.8 billion, creating the largest transaction in the history of the luxury industry. Alexandre Arnault is the second son of Bernard Arnault, the head of LV group.Alexandre, who was born in 1992 and is 1.9 meters tall, is considered as one of the most potential successors of LV group in the industry. He is famous for his younger style and has made great contributions to the digital transformation of LV group and the expansion of young customers in recent years.
For example, at the age of 25, he served as the CEO of rimowa, a century old luggage brand. He innovated the brand marketing strategy and promoted the cooperation between rimowa and young brands such as supreme and off white. In addition, he also led the creation of Lv's e-commerce platform 24 Sevres.
Picture from Alexandre Arnault's personal instagram
After taking over Tiffany, Alexandre has also made constant efforts in the "rejuvenation revolution". As a self styled "technology house", Alexandre is also interested in the current hot Web3.
In January this year, Alexandre changed his twitter and instagram avatars to cryptopunks. Then in April, he posted tiffany jewelry based on his cryptopunks on twitter. At that time, it was speculated that Tiffany would act on NFT.But at the same time, his father, Bernard Arnault, the head of LV, also publicly said that he was not interested in selling the brand's virtual products at low prices.
This time, Alexandre obviously found a good way to combine digital products with physical products. Not only did it not weaken the tonality of Tiffany as a luxury product, but it also found a good path for the transformation of NFT and physical goods in the future.
Picture from Alexandre's tweet in April
Tiffany's way of substantiating NFT can be said to open the door to a new world for various brands. Since the popular NFT can be turned into jewelry, can it also be turned into luxury bags, clothes and accessories?Therefore, how to define the copyright issue of NFT, how to guarantee the scarcity of NFT, and the attribution of income have become issues of great concern.
In fact, although the NFT project of Tiffany is based on cryptopunks, it has no direct relationship with the project party of cryptopunks. In the official words of cryptopunks, Tiffany's attempt is a good case for their upcoming copyright license agreement.
In March this year, Yuga labs, the parent company of boring apes, announced that it had acquired all the intellectual property rights of cryptopunks and announced that it planned to grant commercial rights to all cryptopunk holders. in other words,When you own an NFT, you not only own it, but also own its copyright. You can decide what to do with your cryptopunk and what kind of IP to build around it.
In the case of Tiffany this time, in essence, it is not that Tiffany sells products to customers, but that the holders of cryptopunks avatars entrust Tiffany to create a new IP based on the NFT they hold, and this new IP is Tiffany's cryptopunks pendant and a new NFT.
What is involved behind this is actually a focus of discussion in the NFT industry recently, a copyright form called cc0.
Cc0 is a copyright digital licensing license launched by the non-profit organization Creative Commons (CC) in 2009, which is specially used to give up copyright and put works into the public domain.If an NFT project declares cc0 license, it means that anyone can use the NFT for commercial or non-commercial purposes in a variety of ways, without indicating the creator of the original NFT and without any application.
In short, cc0 can be regarded as an open source IP. That is to say, even if you don't own an NFT, you can create a second creation based on that NFT work and profit from it. At present, many emerging NFT projects have turned to CCO mode, such as mfers, moonbirds, blitmap, and nouns.
Of course, the industry is still full of controversy about whether the NFT project should adopt the cc0 protocol.
The supporters believe that cc0 can quickly expand the popularity of the project and expand the boundary and scale of the entire NFT market. When people are using NFT to create more creative products, the NFT market will flourish rapidly.At the same time, this practice of not holding the copyright in the hands of the project party is obviously more in line with the spirit of Web3 decentralization.
The opposing party believes that the cc0 protocol will lead to the abuse of NFT works, thus weakening the influence and scarcity of the original NFT projects. At the same time, it is easy to cause copyright and creative disputes and damage the rights and interests of NFT holders.
In this case,At present, the head projects including boring apes, meebits, CLONEX, azuki, etc. have adopted a relatively compromise approach, that is, to grant restrictive licenses.For example, boring apes allow holders to use their own NFT to create and sell derivative products, but they are required not to use the brand logo and name of bayc; Meebits requires that the business interests obtained by the holders should not exceed $100000 per year, and so on.
Li Ning once commercialized his boring ape head. The picture is from Li Ning's official Weibo
In this mode, the copyright of NFT works still belongs to the project party, but the project party grants the rights to the holders free of charge under certain binding conditions. Because it is not open to all people, it can also ensure the scarcity of the project.
Before being acquired by Yuga, cryptopunks actually adopted a completely closed copyright form. The holders have no other rights except that they can use the purchased works as avatars and trade.This is also an important reason why cryptopunks is the earliest NFT, but its later development is not as good as boring apes and other rising stars. Tiffany's water test obviously opened a new business channel for cryptopunks.
At present, in the general environment of the ebb of NFT, it may be the general trend for the project to turn to restrictive licensing or full cc0. With the increasingly clear copyright issues of NFT, we may also see more physical goods with NFT elements appear in our daily life.
Note: the background of the cover image is from the official Tiffany, and the copyright belongs to the original author. If you do not agree to use it, please contact us as soon as possible.