Evian Partners with Pakistani Crystal Artist Sara Shakeel for Charity NFTs

Quick take:

• Sara Shakeel is known for her digital and physical artworks adorned with Swarovski crystals and glitter.
• This is Evian’s continued collaboration with Sara Shakeel.
• All profits from primary this NFT series will go to London’s Somerset House Young Talent Fund.

Evian has joined forces with crystal artist Sara Shakeel for its first-ever NFT series for charity. Viewers can now discover the NFT experience which went live at 6pm CET today.

The series of 20 digital artwork features sparkling glaciers backdropped by a pastel pink sky and a shimmering moon, created to celebrate Evian’s heritage in the French alps where Evian water is sourced from.

“The alpine origins of our iconic pure natural mineral water is a fundamental part of our heritage,” said Lucille Moreau, Director of Culture & Experience at Evian. “Sara’s digital reimagination of our Evian mountains beautifully captures and encapsulates the essence of this, also bringing the sparkles of our new Evian sparkling water to life. We are so thrilled to be taking this leap into the digital world with our first NFT, enabling our Evian community to interact with and enjoy the brand in a new and exciting way.”

Each piece of art in this NFT series is selling for $545 and can be purchased via cryptocurrency or credit/debit card.

This partnership is a continuation of Evian’s collaboration with Sara Shakeel following a successful pop-up immersive art installation in London to celebrate the launch of its sparkling water earlier this year. The exhibition drew more than 700 visitors over two days.

Sara Shakeel is a self-taught artist known for her use of glitter and Swarovski crystals to create physical and digital collages on photography and 3D objects. With her recognisably sparkly aesthetic, she has amassed a following of one million on Instagram.

In keeping with Evian’s sustainability commitments, the NFTs are minted on Tezos (XTZ) to minimise the company’s carbon footprint. An NFT on Tezos costs less than one XTZ to mint and the Proof-of-Stake blockchain consumes two million times less energy than Ethereum.

All profits from the primary sale of this NFT series will go to London’s Somerset House Young Talent Fund to benefit the next generation of artists while 10% of the revenue generated from secondary sales will continue to support the fund.

“Supporting the creativity and innovation of aspiring digital artists is a cause which is so close to my heart,” said Sara Shakeel.

The Young Talent Fund provides bursaries and financial relief as well as opportunities to under-represented creatives aged 18-25 through their Upgrade Yourself programme.