Estée Lauder will be participating in Decentraland’s Metaverse Art Week, with an exclusive proof of attendance protocol (POAP) designed by renowned identity designer Dr. Alex Box.
Estée Lauder’s POAP experience is inspired by the legacy of the beauty brand’s founder, Mrs. Estée Lauder and incorporates its iconic cartouche.
The POAP by Dr. Box can be claimed at one of three different stations within Decentraland’s Art Week, including the Sculpture Garden, CashLabs Gallery and ArtNet location.
Once the POAP is claimed, users will garner exclusive access to upcoming Web3 activations from the Estée Lauder brand.
“We are excited to bring our signature Estée Lauder experience to art lovers and Web3 enthusiasts at Decentraland’s Art Week,” Estee Lauder & Aerin Beauty global brand president Stéphane de La Faverie said.
“Innovation is at the heart of Estée Lauder and the metaverse represents a new frontier of exploration and creativity for the brand.
“Metaverse Art Week is a destination where Estée Lauder can fuse beauty, heritage, design and innovation in new ways and with new audiences.”
Dr. Alex Box added: “I am honored to be partnering with Estée Lauder for Metaverse Art Week.
“I’ve always been incredibly inspired by the brand’s iconic heritage, combined with a distinctly future-forward sense of exploration and achievement.
“The metaverse has limitless possibilities and opens up novel ways to express beauty.”
The news comes after Estee Lauder recently participated in Decentraland’s metaverse fashion week, as its exclusive beauty partner.
Metaverse Art Week 2022 will showcase the latest technological innovations in digital art and design development through an extensive virtual world fair.
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