PARIS – To assist rejoice Pride Month, Givenchy Parfums is diving deeper into the metaverse, where it’s holding the primary immersive, ephemeral art exhibition hosted by a beauty brand, on the platform Spatial starting Thursday.

For the Givenchy Beauty Pride Gallery there, the LVMH Moët Hennessy Louis Vuitton-owned brand has given carte blanche to 3 digital artists to honor the LGBTQIA+ community and promote an inclusive message.

“It’s in continuity to what we’ve got already explored,” said Romain Spitzer, chief executive officer of Givenchy Parfums, referring to the brand’s pioneering digital projects within the recent past.

In 2020, it was the primary luxury beauty label to plunge into Animal Crossing. A yr later and again in 2022, it was the primary one to create non-fungible tokens for Pride Month. Also last yr, the brand entered Roblox, where it continues to operate.

“Being an early adopter of the metaverse allows us to interact with latest, young audiences — notably by increasing our brand visibility and preference amongst Gen Z – and sets us aside from competition,” said Spitzer.

“It shows that we’re a disruptive brand by nature, the true ‘house of audacity’” he continued. “Being a pioneer within the digital world and within the metaverse is a natural extension of our brand DNA, as we attempt to be the ‘enfant terrible’ of the style beauty brands, relevant for the cool kids of today and tomorrow.”

Spitzer underlined these projects usually are not one-shots, but quite “really a part of a long-term strategy for us to explore this incredibly wealthy universe, with a way of authenticity and likewise relevance for the brand and for the times.”

Givenchy Parfums selected to exhibit on Spatial, billed to be the metaverse’s epicenter for cultural events. It hosts 700,000 visits monthly and counts greater than 1 million users from across the globe.

Givenchy Parfums tapped three well-known digital artists involved with the LGBTQIA+ community for this project.

“All of them try to specific with their art what they really consider — and what we share: freedom of expression, respect for diversity [and individuality],” said Spitzer. “That is who we’re.”

The artists kept Pride Month in mind. They included Vanille Verloës, from France. Her skilled start was as a dressmaker in 2015. Then she became a stylist for magazines. In 2020, Verloës turned to digital art, making upcycled T-shirts that she morphed into a group of wearable NFTs. To her, tech speeds creativity and helps bolster more eco-friendly consumer habits.

Verloës’ artwork for Givenchy, titled “L’Arbre de Vie,” or “Tree of Life,” is a 3D tree composed of individuals’s silhouettes. “Every tree is exclusive; all of them have different branches that grow in various directions,” she said in a press release.

SamJ, a nonbinary American artist, gleans inspiration from the notion of an anthropology of the self. Their work investigates how all and sundry can create their very own identity and relationship with gender.

In 2020, SamJ created and launched NFTs. Their art has been on show on the Museum of Crypto Art, and a few pieces were actioned by Christie’s. They seem on NFTnow’s listing of the highest 100 most influential Web3 people.

For Givenchy Parfums, SamJ’s “Engaged Dyamics” was made to reflect their experience of trans identity. It’s a 3D sculpture built around their body, meant to specific euphoria.

“You possibly can see all of the tattoos that allow me truly claim ownership over my very own skin,” they said.

Edgar Fabian Frias, based in Los Angeles, is a nonbinary artist working in media and formats resembling photography, videos, installations and performances. Subjects they tackle include societal historical heritage, spirituality and resilience. For the LGBTQIA+ community, the artist organizes festivals and focuses on speaking opportunities with reference to inclusivity. Their militant GIFs have been viewed greater than 300 million times on Giphy.

Fabian Frias’ work for Givenchy Parfums is named “Chroma Nexus” and is a half-minute GIF during which shapes in saturated colours spring to life.

Avatars within the Givenchy Beauty Pride Gallery can try the artists’ works and world, while collecting hidden elements throughout the exhibition. Those that finish the search are given a Givenchy beauty badge.

Givenchy Parfums’ exhibit space’s décor is inspired by the brand’s codes, including the purple and blue colours of its Prisme Libre powder. This universe has several floating islands on which each has an artwork. The islands are connected by black ramps for avatars to follow.

There are several places where they’re able to sit down and take photos. Avatars can video and share what they’re seeing, in addition to invite friends to experience the gallery together.

 In some unspecified time in the future, colours fall from the sky, harking back to rainbows. And all of it ends with a bang — literally and figuratively — with a virtual fireworks display.

The exhibit will probably be accessible to the general public between Thursday and July 6. The three artworks are also to be displayed on Givenchy Beauty’s Instagram and TikTok platforms.

“Historically, the brand has been very near the artistic world,” said Spitzer.

Hubert de Givenchy, its founder, collected art and counted many artists amongst his friends. So this experience in a way pays homage to him in a contemporary way.

“He was taking a look at his world with very contemporary eyes,” said Spitzer.

In other art-related tie-ins, over the past two years, Givenchy Parfums has supported young creative talents at Via Ferrata, a preparatory class that is an element of the Paris School of Advantageous Arts.