Lamborghini dives its supercar foot in the non-fungible token pool. But unlike the computer-designed, primate-based Twitter avatars that have come to represent the NFT community, the automaker bridges the physical and digital worlds for its crypto offering.
Well, out of the world to be exact.
The automaker – in partnership with NFT PRO and RM Sotheby’s – will auction five pairs of related digital and physical art between February 1 and February 4 on the automaker’s dedicated NFT website.
Lamborghini joins Nike, Samsung and other tech companies in adopting NFTs. For example, Twitter created a way for NFT owners to show off their favorite NFT via a special hexagon-shaped frame. Reddit also recently waded into the NFT fray allowing users to set their artwork as their profile picture.
Unlike many other NFTs, the Lamborghini artwork will have five tangible elements associated with the digital artworks. These physical objects should continue to have value even if the NFT craze falters largely because the objects have been in space – yes, space – as part of the theme of human space exploration. of the company.
Lamborghini sent pieces of carbon fiber to the International Space Station in 2020 as part of a joint research project. The physical Space Key, which contains those same pieces of carbon fiber, will be something auction winners can hold and brag about.
The carbon fiber squares are housed in a special case and are etched with individual QR codes that match the accompanying digital artwork created by Fabian Oefner, an artist known for a series of pieces that highlight the mechanical world through mind-blowing photographs.
On the digital side will be Oefner’s exploded image of a Lamborghini Ultimate floating above a photo of Earth. The image, called Space Time Memory, was created using 1,500 individual photographs of the vehicle’s parts that were digitally stitched together to look like a spaceship launching into space, above the Earth with a trial of small mechanical parts lagging behind. The image of Earth in the background was taken via a weather balloon sent to the far reaches of the stratosphere.
The five images are slightly different from each other; when put together, they create a series of intriguing images that create a sense of movement.
In other words, it makes for a really good GIF.
In a statement, the artists said, “For me, Space Time Memory is an analogy to the memories we create in life.” Whatever that means, it looks pretty spectacular. At least a lot more intriguing than a JPEG of a cartoon monkey.
Lamborghini CEO Stephan Winkelmann told TechCrunch that for him and the automaker, NFTs are about the community, its youthful spirit and the designs. He noted that the NFT community is looking at Lamborghini to at least try out the NFT world, “because they know our customers are very innovative and they study things like this. So they talk to people who think about the same way.
The automaker was also approached by Oefner about the project. In fact, several agencies have approached the company about the possibility of creating an NFT. But maybe it was the artist who helped close the deal. Oefner for his part has previously created works of art using Lamborghini, including the 2018 Miura piece. The artist and Lamborghini will split the proceeds from the sale.
Lamborghini will assess the sale and, depending on the results, may create more NFTs in the future. Still, Winkelmann stressed that the automaker isn’t rushing into NFT.
“The highest value we have is our brand, so we have to act very carefully,” Winkelmann said.
As to why the NFT has real-life elements, the CEO said the automaker’s world is very physical and they should never forget that. It was the combination of the physical and the digital that intrigued him and Lamborghini.
For Lamborghini, a company that thrives on a clientele that likes to show off, the NFT auction must also have some spice. Continuing the theme of human space exploration, Lamborghini’s Space Time Memory actions will last for 75 hours and 50 minutes. The same time it took Apollo 11 to leave Earth and enter the Moon’s orbit.
If successful, it could prompt the automaker to send items into space and potentially the moon to link to future digital artwork. There’s no reason Lamborghini can’t team up with SpaceX on a lunar flight in the future to make this a reality.
However, Lamborghini might want to wait until attention turns away from SpaceX’s Falcon 9 booster set to crash into the moon in early March after seven years in space.
When it comes to NFTs, supercars, and space exploration, crashing is always a bad word.