Paris, January 31, 2024 – Glenfiddich, the world’s most awarded Single Malt Scotch whisky brand, has given the digital art collective Obvious carte blanche for a Web3 artistic collaboration entitled Morphometric Fields. This collaboration reinterprets Glenfiddich’s history, heritage, and craftsmanship through the creation of 300 NFT artworks. These works will be sold at a price of 100 euros each, available starting today, January 31, 2024, at 12:00 PM on the FXHash platform, with proceeds benefiting The Rivers Trust.
Staying true to the pioneering spirit of its founder, William Grant, Glenfiddich has continuously offered fresh perspectives on the whisky world by cleverly combining heritage, historical craftsmanship, and innovation. Beyond whisky-making, Glenfiddich has long honored artists through its cultural program “Artists in Residence.” For this digital art project, the brand has given carte blanche to Obvious, pioneers of generative art in France.
For Glenfiddich, a distillery built in 1887 around the Robbie Dhu spring in the Speyside region, water management and river preservation are central concerns. Committed to preserving its terroir and the water sources that make up its whisky, Glenfiddich will donate the funds raised from this NFT drop to The Rivers Trust, an organization working to protect Scottish waters and carrying out conservation activities (river clean-ups, removal of invasive species, etc.). As technological partners, Glenfiddich chose the Tezos blockchain, known for its support of art and culture, and the FXHash platform, where the 300 NFTs will be minted.
Lauriane Curci, Head of Marketing & Cultural Partnerships, Glenfiddich France
"We are honored to collaborate with the Obvious collective, pioneers of generative art in France, with whom we share a desire for progress and innovation. We are deeply convinced that technical progress and science can serve art, and we are thrilled that Obvious is able to reinterpret our heritage, celebrating the craftsmanship of our House and the process of iteration between generative art and distillation."
Obvious
“Through this collaboration, we want to show that technologies such as AI can be used to better understand our ecosystems and, ultimately, solve environmental problems. We applaud Glenfiddich’s initiative to enter the Web3 world and support a cause that benefits the preservation of one of the planet’s most crucial resources.”
Tessa Wardley, Spokesperson and Director of Communications, The Rivers Trust
“We are thrilled to see the world of art and science coming together to highlight the challenges facing our freshwater resources.”
Cédric Roche, Adoption & Support Director France, Benelux & Germany, Nomadic Labs
“The collaboration between Obvious and Glenfiddich in support of Scotland’s rivers perfectly aligns with Tezos’ philosophy of making art and culture accessible to all… This project once again illustrates the successful marriage of two seemingly opposite worlds for a good cause: luxury spirits and blockchain, in support of environmental preservation.”