Marie Jourdren
Creative Director
Luxury. Culture/Art. Experiences.

Marie Jourdren
Creative Director

Luxury. Culture/Art. Experience.

Heterosis

DYNAMIC NFT COLLECTION & IMMERSIVE GREENHOUSE — 2023

CLIENT.     MAT COLLISHAW / EL-GABAL / SNARK.ART

ROLE.  CONCEPT INCEPTION & PRODUCTION SUPERVISION

CONTEXT.

Heterosis is a collection of dynamic NFTs by Mat Collishaw that combines genetic algorithms with blockchain technology to create an unprecedented flower hybridisation experience. Each token is a seed with its own genetic code. When two collectors breed their flowers, a new hybrid blossoms — inheriting visible traits and hidden recessive genes from both parents. The concept draws a direct line from 17th-century Dutch Tulip Mania to today’s digital speculation — questioning where beauty is found, and when novelty becomes value.

APPROACH.

I was involved in the early inception of the project — contributing to the strategic thinking around the hybridisation concept and the idea of a decentralised space where collectors could gather and view their flowers: the Greenhouse, a persistent 3D recreation of London’s National Gallery, abandoned and overgrown. 

WORK.

A dynamic NFT collection with genetic breeding algorithms. A persistent immersive Greenhouse environment. Flower titles generated by AI using Borges’s Library of Babel as lexicon. Created by Mat Collishaw in collaboration with Danil Krivoruchko, produced on the OG.art platform.

DYNAMIC NFTs GALLERY.

CASE STUDY.

HYBRIDISATION CONCEPT.

THE GREENHOUSE.

ARTIST. MAT COLLISHAW
ANIMATION. DANIL KRIVORUCHKO
STRATEGY. MAT COLLISHAW / ANTOINE CARDON / MARIE JOURDREN / SNARK.ART
PRODUCTION. EL-GABAL / SNARK.ART

MUSIC

PHILIP GLASS

CIRCUS DIRECTION

TILDE BJÖSFORS (CIRKÜS CIRKÖK)

VISUAL DESIGN

MAT COLLISHAW

LIBRETTO

DAVID HENRY HWANG, AFTER ROBERT LAX

SET DESIGN

CHRISTIAN FRIEDLÄNDER

SET CREATIVE AND TECH CONSULTING

MARIE JOURDREN

PRODUCTION

PONT-NEUF