PRESS RELEASES
ROSEWOOD LONDON LAUNCHES FIRST NFT ACTIVATION IN TANDEM WITH THEIR NEW SALVADOR DALI-INSPIRED ART AFTERNOON TEA
May 11, 2022
Rosewood London is launching a brand-new Art Afternoon Tea, taking inspiration from renowned Surrealist artist, Salvador Dali and the current exhibition at the Tate Modern, Surrealism Beyond Borders. The newest collection of the Mirror Room’s popular Art Afternoon Tea will be influenced by the late painter’s most notable works and guests will be further immersed into Dali’s vision with an AR (Augmented Reality) experience, as well as being able to kick-off their own personal NFT collection.
Rosewood London is the first Afternoon Tea in the UK to launch a consumer-grade augmented reality NFT experience that is retrieved directly from the phone browser. Guests visiting the Dali-inspired Art Afternoon Tea will not only walk away with their digital afternoon tea token called an ‘NFTea’ but will enter an augmented reality as the Mirror Room is taken over by virtual butterflies, in which a handful of lucky winners can unlock exclusive prizes. Prizes will range from a glass of Ruinart Rose Champagne for everyone at the table, to a complimentary art afternoon tea and overnight stay.
The Butterfly Windmill cake will act as a portal to the AR experience, whereby guests can enter through a QR code printed on delicate rice paper. Once a butterfly is captured, the guest will unlock their very own limited-edition ‘NFTea’. There are only 2,500 available to collect, allowing the holder to start, or add this exclusive token to their own NFT wallet.
In collaboration with the world’s oldest champagne house and patron of contemporary art, Ruinart Champagne, this campaign will be powered by Smart Media Labs’ unique programmable Smart NFTs, which are built on the BLOCKv platform, powered by its VEE token.
Designed by Executive Pastry Chef, Mark Perkins and his team, the Dali-inspired Art Afternoon Tea will comprise three courses: traditional sandwiches, a sweet course and a centrepiece trio of Dali inspired cakes which will feature the QR code to secure an NFTea. Starting with a selection of freshly made finger sandwiches, guests can expect Roast Chicken and piquillo pepper on saffron bread, Black Truffle with asparagus and Clarence Court eggs in a brioche bun and a Crayfish Choux with smoked caviar. Followed by a nod to one of Dali’s most famous artworks, the ‘Lobster Telephone’ (1936) is made of a Valrhona Chocolate sponge with a passionfruit jelly insert and garnished with a passionfruit chocolate lobster. The sweet dish will be a prelude to the three Dali inspired art cakes.
Dali inspired Art Cakes
● Queen of Hearts – Inspired by Dali’s ‘Queen of Hearts’ (1967) lithograph that was part of his popular ‘Playing Cards’ portfolio and created with the Queens’ upcoming Jubilee in mind, the spherical pastry will consist of an almond sponge base, topped with a peach jelly and strawberry mousse. Coated in a red glaze, the sphere will sit atop a heart shaped sable biscuit decorated with tempered chocolate and an edible Queen of Hearts playing card.
● Metamorphosis of Narcissus - Taking inspiration from Dalí's interpretation of the Greek myth of Narcissus, the ‘Metamorphosis of Narcissus’ (1937) pastry features several layers of a pistachio sponge, mango and passionfruit jelly and a vanilla mousse. Chef Perkins’ creation will depict one half of Dali’s hallucinatory painting, by forming three inner layers of pastry into an egg shape which is then ensconced in a passionfruit dip and topped with a chocolate Daffodil (Narcissus) flower.
● Butterfly Windmill – One of Dali’s most iconic depictions, the butterfly symbolises freedom, metamorphosis, and transformation. The third pastry is a colourful creation taking the form of a windmill with a butterfly as its sails. It consists of a sable base, a delicate olive oil cake, praline, a citrus cremeux and a decadent Jivara chocolate mousse all coated in a tart yuzu glaze.
As both brands are patrons of art, partnering with Ruinart Champagne was a natural choice for Rosewood London and a great opportunity to celebrate their long-lasting relationship. Maison Ruinart often chooses pioneering brands and well-known artists to inform and create special projects, additionally the Maison supports major art fairs around the world.
Michael Bonsor, Managing Director of Rosewood London says: “At Rosewood London we strive to be pioneers and innovators, especially when it comes to our afternoon tea offerings. We hope to build on our reputation of art-inspired afternoon teas with the added element of AR, as well as being Rosewood’s first foray into the world of NFTs. We are offering diners a truly diversified experience in the most consumer-friendly format.”
Executive Pastry Chef, Mark Perkins, says: “Adapting Dali’s surrealist artworks into pastry form meant I could experiment with weird & wonderful creations that are more abstract in nature to my normal works. I’m excited for guests to try this new iteration in the Art Afternoon Tea series, with its bold designs, complex flavour profiles and the exciting addition of claiming your own NFTea.”
The Art Afternoon Tea will be available for Media Previews on Tuesday 10th May and will officially launch to the public on Wednesday 11th May. Opening hours are: Wednesday to Sunday from 12.00 p.m to 6.00 p.m. It is priced from £72 per person. For more information and to book please visit rosewoodhotels.com. Please find a link to imagery here.
