Can you tell me more about the collaboration with LVMH?
RC: We’d been working with the Ethereum Foundation during the pandemic in 2020 and received a grant to develop Web3 and blockchain infrastructure at a time when NFT and decentralised autonomous organisation (DAO) technologies were still in their infancy. With Rimowa, we wanted to merge digital technology, physical products and fine craftsmanship, so we designed and manufactured a collection of luxury objects inspired by Rimowa's heritage and legacy called Artefacts for Time Travel. Using materials like Murano glass and space grade aluminium, each piece was made by craftsmen in Italy, authenticated on the blockchain, and sold as NFTs. The winning bidders also received a physical product.
Why, then, after working in several sectors of the luxury industry, did you decide to launch a perfume?
RC: Working at the intersection of luxury, sustainability and biotechnology, and building brands for others, we asked ourselves: ‘What would happen if we took the DNA of NUOVA and incubated a new company that used the most emotional piece of the human puzzle – smell – to express this narrative?’ We created Aeir to express our vision for universal luxury.
