Coca-Cola creates Web3 Art Gallery with ‘Masterpiece’ NFT collection
By Abimbola Mohammed
Coca-Cola, the renowned global beverage giant, is set to launch a global “Masterpiece Art Collection” campaign that will feature branded artworks by classic and contemporary artists. The Masterpiece collection is a blockchain in the form of digital collectibles, also known as Non-Fungible Token (NFTs).
Coca-Cola’s foray into the world of NFTs showcases iconic artworks alongside new creations from emerging artists via the Coinbase layer-2 network.
According to a statement on OnChain Summer website, Coca-Cola’s new digital artworks were announced as part of Coinbase’s ongoing “OnChain Summer” campaign, which showcases a series of 50 branded Web3 activations across art, gaming and music.
The Masterpiece collection combines renowned artworks like “The Scream” by Edvard Munch and “Girl with a Pearl Earring” by Johannes Vermeer, with newer works from emerging artists such as Aket, featured artist hailing from France behind ‘Divine Idylle and Vikram Kushwah, all of which showcase in some way Coca-Cola’s iconic bottle.
This move is not just an art collection, but an embodiment of the dynamic convergence between art, technology and human connection, and by taking it onchain, Coca-Cola is leading the way for other brands and industries to explore innovative ways of engaging with the new digital age. This collection transcends the physical limitations of a traditional art gallery, expanding its reach and impact across the globe.
Coca-Cola’s Masterpiece goes beyond an art collection, symbolizing the dynamic fusion of art, technology, and human interaction. Surpassing the confines of a conventional art gallery, the collection extends its significance globally.
Aket offered his perspective into the significance of the brand, stating, “Coca-Cola is a super important generational marker. Their advertisements encourage us to live our dreams every day. This sentiment speaks to the enduring impact of Coca-Cola’s stories, which transcend time and inspire creative pursuits across generations and cultures.”
Fatma Ramadan, a visual artist from Egypt, noted, Through “Masterpiece”, Coca-Cola works as a curator weaving a narrative that transcends borders and celebrates artistic diversity. I’m proud to be a part of Masterpiece because my work will be shown alongside a diverse group of artists from different countries.”
On his part, Kushwah said: “Coca-Cola brings people together. Thanksgiving, Christmas, Diwali… I can’t see them without Coca-Cola.”
Recall that the soda brand’s first metaverse-adjacent launch was in 2021, when it dropped an NFT collection to celebrate International Friendship Day, followed by its Piece of Magic NFT collection the next year via crypto exchange Crypto.com.
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