Updated: Apr 6
Legendary graffiti artist André Saraiva creates custom artwork for a collection of 500 NFTs for to celebrate 50 years of Smiley
(LONDON March 2022) Urban Outfitters will be supporting the launch of Smiley NFT artwork by legendary graffiti artist, André Saraiva in celebration of the brand’s 50th year anniversary. On 15th April, 500 NFTs will be launched by Urban Outfitters to mark Smiley’s 50th year anniversary milestone as part of the Smiley Collectors’ Edition. In celebration of the anniversary, Smiley has enlisted the creative eye of Sarah Andelman, co-founder of the worldrenowned Parisian concept store Colette, to curate 50 halo partnerships, and as part of the halo partnerships, Smiley enlisted the famous graffiti artist André Saraiva to reimagine the iconic Smiley logo. Active in the early Parisian graffiti movement, André became widely recognised for his cartoonish characters and alter ego Mr. A, which became his signature design and an iconic character in the fashion and art scene across the globe. For the 50th year anniversary, André has created a set of signature works of art with his unique take on the iconic Smiley logo, creating a truly limited-edition set of designs.
The customised Smiley logo sees André play with the recognisable Smiley face and replace elements with his own established graffiti art style. André brings together his famous Mr. A alter ego and combines it with Smiley’s design to create a true celebration of two iconic subcultures. The unique Smiley logo design by André has been developed into a NFT artwork with 500 editions available and sold via Urban Outfitters on OMGdrops.com. Not only collectible artwork, but the NFTs will act as "utility tokens” that will unlock prizes and rewards for select NFT ticket holders; to be announced weekly over the course of ten (10) weeks.
Consumers will have access to purchase these rare NFTs using crypto currency Ethereum (ETH), priced at 0.2ETH, the equivalent of approximately £393.65 GBP / €467 EURO. The public mint of André Saraiva 500-piece NFT collection goes live /or “drops” on / will be available from Friday, 8th April at 10:00am GMT/BST sold via Urban Outfitters on the online NFT marketplace OMGDrops (www.OMGdrops.com). All Urban Outfitters profits will be going towards to ‘Free Movement Skateboarding’, a sponsored NGO partner to THE SKATEROOM.
The NFT project is under the management of North&Touth Entertainment Group© (www.northandtouth.com); a multimedia company and Web3 agency based in Beverly Hills, California. As part of the 50-year anniversary, Urban Outfitters will retail a range of Smiley Collectors’ Editions as homeware and fashion pieces online and in-stores, including collaborations with iets frans…, Champion, By Samii Ryan, Crocs, Havaianas, Market, Eastpak, THE SKATEROOM, Sunnylife and Yellowpop.
All Smiley products will be available at Urban Outfitters from 28th March with the André Saraiva NFT available from Friday, 15th April at 10:00 a.m. GMT/BST
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