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2022 / 07 / 19
CHARLENE Lays out Metaverse, Entering Brand 3.0 Era
CHARLENE Lays out Metaverse, Entering Brand 3.0 Era

In July 2022, CHARLENE joined hands with metaverse artist Wei Jia to host the "Viewing in Nature · Flower Island" art exhibition cocktail party at the UCCA Ullens Center for Contemporary Art. At the cocktail party, Charlene, the founder of CHARLENE, announced that she would launch a joint jewellery collection with artist Wei Jia, helping to build the concept of "Flower Island" in both the real and virtual worlds.


(Photo of Charlene, founder of CHARLENE, and metaverse AI artist Wei Jia at the art exhibition cocktail party)

The collaboration between CHARLENE and Wei Jia, the initiator of China's Metaverse Aesthetics, is not accidental. Earlier in the year, CHARLENE proposed to interpret the spiritual utopia in the hearts of Eastern women under the name of "Flower Island." This coincides perfectly with the world Wei Jia has built where "everyone is like a flower, living freely." The resonance between the two lies in emphasizing individual diversity and the tranquility deep in the soul. This collaboration is not only a union of material spirit and artistic flower but also a perfect encounter in the spiritual world.


(嘉宾观展)                (“花岛”概念版胸针)    
In addition, Wei Jia 's concept of "Three Lives of Flower" – native life, wild life, and meta life – also corresponds to the traditional craft research and development stage that CHARLENE has completed, the product culture empowerment stage, and the upcoming Metaverse 3.0 era. "The joint jewellery will not only be reflected in the traditional jewellery of the native world and the spiritual sustenance of the wild world. Charlene will also simultaneously issue Metaverse NFTs and continue to build Charlene's spiritual utopia in the meta world of flowers," Charlene, the founder of CHARLENE, solemnly announced at the cocktail party.

(Charlene, founder of CHARLENE, gives a speech at the cocktail party)

Adhering to the brand concept of "Oriental Aesthetics in 1cm²", every piece of CHARLENE tells an Eastern story. The Flora Petals Collection launched by the Flora Collection integrates the aesthetic lines of Song Dynasty meticulous flower and bird paintings. Through exquisite craftsmanship and unique ingenuity, it depicts various phenomena in 1cm², interpreting the elegant beauty of high jewellery.

(Photo of Flora Petals earrings)            (Guest wearing Flora Petals jewellery piece)

This year marks the ninth year since the establishment of CHARLENE. In this special milestone year, the joint works to be launched by CHARLENE and Wei Jia will become a "super symbol" inherited for centuries. It will not only carry the fusion of Eastern millennia-old civilization and modern culture but also connect the romantic imagination between the metaverse and the real world, and it will further open the eternal value of the spiritual world.