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":"05bdc15c211553c4ec56bf0b1f41a5e8","s":"073a34c1080e0d98"}
Alex Levin is cofounder of L+R