Pharrell Announces His Digital-First Auction House and Content Platform JOOPITER
The 52-piece inaugural collection features an N.E.R.D. Brain Pendant chain from ‘04, 18K yellow gold Blackberry and more.
Aside from producing hit records, Pharrell has a hand in a vast array of business ventures. He’s got his ever-growing signature line with adidas, his own skincare imprint Humanrace and even ownership of the Goodtime Hotel alongside Miami’s nightlife maven David Grutman. And now the multi-hyphenate is expanding his money-making wings with JOOPITER — a brand new digital-first auction house and content platform.
JOOPITER will serve as a space for community and commerce. The main focus is to provide consumers with a premium auction experience where they can bid on rare cultural artifacts curated by a team of collectors, curators and creators. On the content side, it will be a hub to find original editorial and archival imagery and video that pertains to each auctioned item.
Kicking off this initiative is a 52-piece capsule that’s associated with Pharrell‘s career titled Son of Pharaoh. Included in the assemblage are pieces like his 18K gold Blackberry that he flashed in his iconic freestyle on BET, a Jacob & Co. N.E.R.D. Brain Pendant chain from ‘04, and gilded Sony Playstation PSP, a Louis Vuitton Steamer Trunk in “Black/Multicolor” monogram, an Alpinestars Motorcycle Jacket “Womens Rights,” an adidas Consortium Stan Smith adorned with python materials and hand drawn artwork and more.
“The idea behind JOOPITER is to embrace the energy that is released when objects change hands, and to respect the value that’s been created around these objects,” Williams said. “JOOPITER is a new platform for myself and for my fellow curators, one where existing and future generations of collectors can feel welcome to take part in this exchange.”
Son of a Pharaoh will be available for public viewing by appointment at a special auction preview in New York on October 14 & 15. Proceeds from JOOPITER sales will go towards advancing Black Ambition’s work to benefit Black and Latinx entrepreneurs.
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In other news, Hypebeast’s TAGGED series explored Pharrell’s insane jewelry collection.
