LONDON — InterContinental Hotels & Resorts has launched 10 exclusive non-fungible tokens (NFTs) in collaboration with British artist Claire Luxton. Each NFT is inspired by the beauty of global travel using the natural flora and fauna signature to the artist’s work to illustrate the brand’s storied heritage and far-flung destinations.
Each of the NFTs include a rare utility, which is an inclusion that adds value to the NFT beyond the artwork itself; ownership of an NFT featuring a one of 10 custom artwork from Luxton, whose physical works are valued between £3,000 and £5,000 per print; InterContinental Ambassador status, which provides benefits and elevated recognition with Platinum-Elite status in the entirely re-designed IHG One Rewards program; and a one-night stay at the new InterContinental Rome Ambasciatori Palace, opening in 2023.
“As our ethos of discovery and modern luxury continues to evolve, we are excited to launch this next iteration of our ongoing collaboration with Claire Luxton,” says Tom Rowntree, VP of Global Marketing for luxury brands at IHG Hotels & Resorts. “Aiming to push boundaries and establish an inspiring new streak of creativity, the exclusive collection will see InterContinental Hotels & Resorts connect with both culture and guests in a contemporary way. This collaboration enables a unique experience that encapsulates the forward-thinking approach of InterContinental Hotels & Resorts.”
This is the third installment of InterContinental Hotels & Resorts’ partnership with Claire Luxton. Last December, she created an installation that was projected onto the façade of InterContinental London Park Lane in honour of the brand’s 75th anniversary. The partnership then saw the unveiling of immersive experiences at InterContinental London Park Lane, New York Barclay and Dubai Festival City in May 2022.
