Selfridges becomes world’s first retailer to sell NFTs over the counter

Selfridges has become the world’s first retailer to sell fixed price NFTs over the counter, in partnership with Paco Rabanne and Fondation Vasarely.

The NFTs are digitised copies of the first 12 dresses created by French fashion house Paco Rabanne called Unwearables, and 12 rare pieces by French artist Victor Vasarely.

The department store will begin selling the NFTs in its flagship London store on 28 January. Around 1,800 NFTs will be available to purchase, ranging in price from approximately £2,000 to £100,000. Customers can purchase them using bank cards.

The NFTs coincide with the launch of Selfridge’s art exhibition Universe, a retrospective and sale of artworks by Victor Vasarely, a pioneer of the 20th century Op Art movement.

The exhibition will showcase 55 of Vasarely’s artworks that have not been presented in the UK for over 50 years. Some 37 pieces will be available for sale, alongside the series of specially commissioned NFTs created by London-based NFT platform, Substance.

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All proceeds from the sale will be donated to Fondation Vasarely, a French museum centred on the work of Victor Vasarely.

“As Selfridges looks to the future, we continue to find inspiration in the past,” said Selfridges executive buying and merchandising director Sebastian Manes.

“In the case of Victor Vasarely and Paco Rabanne, we have more than fifty years of proposals for the future to explore.

Manes continued: “I love the idea of bringing Vasarely’s art to a social space like Selfridges – alongside the distinct identity of Paco Rabanne – and using their vision as way to bring emotion, connection and accessibility to the experience.”

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