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• Research objectivesThis research aims to understand the consumption experience of artistic Non-Fungible Tokens (NFTs).• MethodologyFocused on the case study of Be Twin Lines (BTL), the approach combines 10 in-depth individual interviews with buyers, participant observation at the NFT Paris 2023 event, and subjective introspection.• ResultsThe purchase of NFTs is complex, with NFTs being perceived as abstract and disembodied. The “digital-to-physical” nature of the BTL project elicits strong aesthetic experiences. Purchasing a BTL NFT creates affordances for accessing Web3, with three main purposes emerging: professional, social, and creative.• Conceptual and managerial implicationsThe BTL case provides valuable insights into NFT consumption and the acculturation phase experienced by most first-time buyers. These lessons are particularly useful for brands seeking to explore use cases and capitalize on Web3 opportunities. Beyond artistic NFTs, brands interested in NFTs should consider the transition from digital to physical to make these assets more accessible.• OriginalityThe consumption practices of artistic NFT are still underexplored. This research clarifies the dynamics of appropriation of these new digital assets.