The oral care brand of Unilever, Closeup, has partnered with Decentraland to introduce the world to the first-ever ‘NFT Marriage Certificate’. As its name suggests, the innovative concept will indiscriminately allow couples to get married on the metaverse platform, where a unique NFT will be rendered as a digital representation of their love for each other.
Closeup will open the doors to its City Hall of Love in Decentraland this upcoming April, where couples can begin their experience with a proposal, before moving onto the ceremony which’ll be conducted by a wedding officiant. Once the vows have been said, and the famous two words are spoken, the couple’s love will then be immortalised on the blockchain through the minting of an NFT Certificate of Marriage.
The happy couple will also be able to invite the metaverse avatars of friends and family to the virtual event.
Although the NFT certificates will not be legally binding, nor hold any legal weight, in any country’s jurisdiction, for Closeup, the experience is still one of monumental value for many couples, especially those involved in an inter-racial, inter-faith, same sex, or any other relationship dynamic that is prone to marriage rights discrimination.
The boundary transcending initiative is also very on-brand with the free-loving, prejudice-free ethos that Closeup has been championing over the last 50 years, which its global brand Vice President Guarev Datta alluded to when speaking about the project: “Our foray into the Metaverse with Closeup City Hall of Love is another initiative to build safe spaces that celebrate equality and inclusion and inspire people to act on their mutual attraction. It is free from self-doubt and judgement, so they can experience closeness on their terms”.