Beyond Beeple: The real value of NFTs for luxury brands
Posted By a Luxury Daily columnist On In Columns,Featured,Industry sectors,Opinion,Retail | No Comments{"ct":"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","iv":"187c80371735a6ab93298ec9981cb1c9","s":"494ab2c4eadea71f"}
Alex Levin is cofounder of L+R