Rémy Martin joined creative forces with Grammy award-winning musical artist Usher to launch the “Usher x Rémy Martin 1738: A Taste of Passion” global campaign, featuring a limited-edition bottle and NFT. The new Rémy Martin 1738 Accord Royal bottle features an innovative bottle design and is paired with the debut of “A Taste of Passion Experience” – a multi-sensory, immersive experience that will accompany Usher’s My Way Las Vegas Residency.
To create the “Usher x 1738 A.I. Powered” limited-edition, Usher used his own musical vocabulary to describe his olfactory experience with a smooth Cognac which is characterized by notes of toasted bread, vanilla and brioche. Fed through A.I. technology, known as Generative Adversarial Neural Networks and Contrastive Language-Image Pre-Training, the innovative depiction of tasting notes transformed the musician’s words into artwork. Reimagined in black and featuring a special seal that celebrates Usher’s 25th anniversary of My Way, the emblematic 1738 Accord Royal bottle brings Usher’s “Taste of Passion” to life with a design that now embodies the harmony of music, technology and art.
Only 50 limited-edition bottles were created as part of this collaboration. They will be available to purchase exclusively on BlockBar.com, the world’s first direct-to-consumer NFT marketplace for luxury wines and spirits. The drop goes live at 10AM EST on Friday, July 29 on a first come, first served basis. Priced at $500, each NFT is available to buy with ETH or credit card. At 10AM, the first users to reserve the bottle will then have 10 minutes to checkout. After they check out, users will receive an NFT proving ownership of the physical bottle, which is stored with BlockBar until the bottle owner is ready to redeem. The remaining 25 bottles will be gifted to Usher and his team to celebrate the 25th anniversary of My Way.
Each NFT is uniquely marked, and each purchase comes with the option of keeping the NFT, reselling it on BlockBar.com’s marketplace, gifting it, or redeeming it for the physical bottle beginning in October 2022.
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