Absolut unveils exclusive Seletti design lamps in iconic bottle shape for limited edition NFTs

Absolut Vodka has unveiled the identity of the exclusive designs for its limited edition Born To Mix3D NFT Collection – two weeks after Absolut lovers, collectors and design enthusiasts were first given the opportunity to buy NFTs that came with the promise of a mystery design item.

Absolut’s collaboration with Seletti, whose irreverent art de la table furniture and lighting designs launched a design revolution in Italy over a decade ago, is deeply rooted in the concept of mixing virtual with real life and newness with heritage. It’s a meeting of minds – Absolut has been breaking boundaries and mixing pop culture for over 40 years with its progressive and inspiring collaborations across the art, music, fashion, technology and design creative fields.

The collaboration comes as the digital art space gains more recognition. The Absolut and Seletti NFTs, of which there are 2,500, have been divided into four rarities, including an ‘extra rare’ edition and are all randomly allocated. Until Monday 17th April, NFT owners have had no idea what rarity they had bought and what the associated physical item was – every Born To Mix3D NFT purchased depicted the same generic digital image.

Traditionally, NFTs live as a downloadable file of a purchased work of art and buyers can in this way build a collection. Absolut has last week revealed that each NFT bought has digitally transformed into a 3D video inspired by Absolut’s World of Cocktails campaign, its iconic bottle, and features the exclusive Seletti-designed lamp. NFT owners have until 15 June 2023 to redeem their NFT to receive a working physical version of the limited-edition white ceramic design lamp signed by Seletti.

Each of the four designs has a different coloured lampshade representing three cocktails – Espresso Martini, Vodka Tonic and Mule – and the fourth, representing a combination of them all, Born To Mix (of which there are just 100 lamps). In a playful twist, the USB-charged lampshade can be used on any – and only – Absolut bottles, allowing the NFT owner to mix things up by giving them a new lease of life – and light.

Seletti x Absolut NFTs (priced at approximately €600 each) can still be purchased by visiting the dedicated 3.0 website Absolut NFT before being randomly allocated one of the four rarities of NFT with their associated design lamp.

The Born To Mix3D project embraces the values of the Absolut universe, creating a more inclusive world, where people and ideas can mix in an authentic and fun way in real life as well as in virtual life.

Charl Bassil, VP Global Marketing Absolut Vodka, said: “For the last forty years, Absolut Vodka has been creating better together through beautiful and sometimes surprising collaborations. We are proud of our heritage of partnership with creative minds from the world of art, fashion, entertainment and beyond. And so it seems fitting for Absolut and Stefano Seletti together to bring to life the NFT design collection with these limited edition lamps, in the shape of our iconic bottle. After all, we were Born to Mix”. 

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Notes to editors: 
NFTs can be bought directly from here (subject to T&Cs). To purchase an NFT, buyers will need a wallet and some ETH (Ethereum) crypto. They can open a wallet on Metamask (specific conditions may apply).

The NFTs can be sold on secondary marketplaces. Those that resell before claiming the design item will no longer be able to request it (specific conditions may apply).The white ceramic bottle is empty to help with shipping the physical item on redemption of the NFT.