French luxury brand Louis Vuitton is venturing into the world of non-fungible tokens (NFTs) and Web3 with the launch of its exclusive digital trunk collection, the VIA Treasure Trunk. This innovative move combines the physical and digital realms, offering a unique and luxurious ownership experience for enthusiasts and collectors.
The VIA Treasure Trunk is a virtual representation of Louis Vuitton‘s iconic travel trunk, which has been handcrafted by artisans on the outskirts of Paris for over 160 years. The latest design in the collection comes with a Web3 twist: it is designed as a soulbound token (SBT) that allows owners to unlock never-before-seen creations from the Maison, Louis Vuitton’s design house.
By acquiring the Treasure Trunk, individuals gain access to VIA, the luxury brand’s digital collectibles portal. VIA serves as a gateway for the community of Treasure Trunk owners, offering bespoke keys that unlock previously unseen Louis Vuitton designs. It is a platform designed to transport enthusiasts into new dreams and realities, providing a one-of-a-kind experience in the world of digital luxury.
The VIA Treasure Trunk comes with a price tag of €39,000 per piece, making it an exclusive and high-end offering. With only a limited quantity of several hundred trunks set to be made available, this collection maintains its rarity and exclusivity, further enhancing its appeal to luxury enthusiasts and collectors.
Louis Vuitton fans can sign up on June 8 to join the waiting list for the VIA Treasure Trunk. Only those selected will receive an invitation to a private preview page of VIA on June 14. The chosen invitees will have the chance to purchase their own VIA Treasure Trunk on June 16.
This groundbreaking initiative reflects the growing trend of branded NFT projects, where rare and high-priced NFTs are often presented as access keys to additional coveted products and experiences. For Louis Vuitton, the VIA Treasure Trunk represents a significant new chapter that encompasses various aspects of innovation, traceability, and community engagement through the world of NFTs.
Louis Vuitton’s foray into the Web3 space is not its first encounter with blockchain technology. The luxury house previously participated in the Aura blockchain project, using the technology for its LV Diamonds collection to provide better transparency and traceability for the entire luxury industry. Additionally, Louis Vuitton celebrated the 200th anniversary of its founder with the release of a video game titled ‘Louis The Game,’ allowing players to hunt for 30 hidden NFTs within its metaverse.
As the fashion industry continues to embrace the “phygital” evolution, major companies like Louis Vuitton are expanding their craftsmanship and innovation to explore new horizons. The launch of the VIA Treasure Trunk collection demonstrates that Web3 has grown into a global trend, offering exciting interactions even for the high-end sector.