Vicinity Centres is showcasing Australian NFT* creators in a new retail activation, the 'Christmas NFTree' at Sydney's The Galeries.
The NFTree features the work of eight NFT creators – Aldous Massie, Bianca Beers, David Porte Beckefeld, James Jirat Patradoon, Jonathan Puc, Lucius Ha, Rel Pham and Serwah Attafuah – and forms part of the NFT: Illuminated exhibition.
NFT: Illuminated activates the newly developed creative platform 'It's An Art' for The Galeries' Artist in Residence program.
The installation also builds on Vicinity's Christmas campaign 'Where There is Light', which launched last week.
Vicinity head of brand marketing and experience (premium) Corrine Barchanowicz said the new installation pays homage to The Galeries' history, while also exploring new technology.
"The Galeries has long been a destination for the contemporary and unique, and we wanted to extend that vision into Christmas by combining unique artwork with new technology.
"The new tree is distinctly The Galeries, introducing our customers to a new, cutting-edge experience never before seen in Australia," she said.
Constructed from glass, mirrors and Perspex, the NFTree captures and accentuates the natural light in The Galeries.
Signage throughout The Galeries directs shoppers towards the exhibition and also displays the QR codes which connect to each creator’s profile.
Additionally, each artist will be profiled across The Galeries’ social media channels and website.
Fabric creative partner Keenan Motto praised Vicinity for embracing the new technology in its centre.
"Our newly developed platform for The Galeries intends to position them as ‘the centre loved for unconventional artistic exploration, with purpose'.
"NFT is an exciting new space to play in, and we are lucky to have a brave client in Vicinity who were willing to explore a more contemporised expression of the season which reimagines traditions for new audiences," he said.
NFT: Illuminated is on display at The Galeries from 16 November 2021 to 5 January 2022.
*An NFT is a non-fungible token - a unique and non-interchangeable unit of data stored on a digital ledger, often used for digital art. It is reported to be a new way to collect art.