InterContinental Hotels & Resorts, part of IHG Hotels & Resorts’ Luxury & Lifestyle Collection, has launched 10 exclusive non-fungible tokens (NFTs) in collaboration with British contemporary artist Claire Luxton.
A joint first for both, each NFT is inspired by the beauty of global travel using the natural flora and fauna signature to the artist’s work to illustrate the brand’s storied heritage and far-flung destinations, both report.
The NFTs feature artwork created especially for the brand. Motifs have been brought to life as an animation in a virtual NFT gallery, including the blue and yellow macaw, representing the first InterContinental hotel in Belém, Brazil, and the panther chameleon, spotlighting InterContinental Resort Mauritius on Balaclava Bay. Each of the 10 NFTs include:
- A rare utility, which is an inclusion that adds value to the NFT beyond the artwork itself
- Ownership of an NFT featuring a 1-of-10 custom artwork from Claire Luxton, whose physical works are valued between $3,000-$5,000 per print
- InterContinental Ambassador status, which provides exceptional benefits and elevated recognition with Platinum Elite status in the entirely redesigned IHG One Rewards program
- A one-night stay at the new InterContinental Rome Ambasciatori Palace, opening in 2023
An NFT is a unique identifier that provides a certificate of ownership of digital materials, often utilized to make digital art, limited-edition collectibles, fashion or music into one-of-a-kind verifiable assets that can be traded using blockchain technology. They have become increasingly relevant to how the public makes transactions and experiences benefits in recent years. The Global Report, published by Capgemini, found that digital assets are becoming an essential part of investment portfolios among HNWIs, with 71% stating they had already invested money in cryptocurrency and NFTs. When looking at under-40s, that proportion rose to 91%. This trend echoes the desires and behaviors of the InterContinental guest, who appreciates cultural discovery and knowledge combined with personalized experiences that excite curiosity and broaden the mind, much like the technological innovation NFTs demonstrate, the company reports.
“Many have asked me to create a collection of collectible NFTs, but it was important to wait for the right partnership,” said Luxton. “Given the established relationship I’ve built with InterContinental Hotels & Resorts, it was only natural to collaborate. The brand’s ability to transcend a multitude of cultures is inspiring and the project has let me transform my original work for InterContinental into contemporary digital artworks. Each is a memento of the elegance of worldly travel—a theme at the heart of our partnership. Giving guests of IHG Hotels & Resorts a chance to experience art in new ways, the collection will enable people to collect my work digitally for the first time and bring a new wave of art appreciators into the InterContinental fold.”
Tom Rowntree, VP, global marketing, luxury brands, IHG Hotels & Resorts, added, “As our ethos of discovery and modern luxury continues to evolve, we are excited to launch this next iteration of our ongoing collaboration with Claire Luxton. Aiming to push boundaries and establish an inspiring new streak of creativity, the exclusive collection will see InterContinental Hotels & Resorts connect with both culture and guests in a contemporary way. This collaboration enables a unique experience that encapsulates the forward-thinking approach of InterContinental Hotels & Resorts.”
A selection of the NFTs will be available first exclusively to members of IHG One Rewards, with future activations to follow. Members will be able to use their points to bid on five of the NFTs via the IHG One Rewards experiences auction platform. Bidding will close on Friday, Dec. 9. Visit auctions.ihg.com for more information.
