Louis Vuitton launches exclusive NFT collection “Via Treasure Trunks” redefining luxury shopping
Louis Vuitton launches exclusive NFT collection “Via Treasure Trunks” redefining luxury shopping
French fashion giant explores blockchain technology to provide elite access to exciting events and limited edition products
Making waves in the rapidly evolving world of blockchain technology, prestigious French fashion giant Louis Vuitton is set to launch a unique NFT collection called Via Treasure Trunks. This ground-breaking venture aims to revolutionize the shopping experience by providing exclusive access to a members-only portal with immersive events and exclusive products.
The company plans to unveil a limited edition of several hundred digital treasure chests on June 8, and welcomes enthusiasts from North America and Europe. These highly sought-after digital suitcases can be purchased by select customers starting June 16 at a price of €39,000, roughly $42,000.
Token holders can expect significant benefits. Along with a physical counterpart to their virtual treasure chest, they will gain privileged access to a range of upcoming Louis Vuitton products and experiential events. The brand has announced its plans to introduce exclusive offers on a consistent basis throughout the coming year.
Via Treasure Trunks serves as a cornerstone of the brand’s expansive project called “Via,” derived from the Latin word meaning “way.” Owners of these digital trunks will have the ability to secure digital keys, giving them access to future Louis Vuitton NFT collections tied to physical items. According to Vogue Business, these unique collectibles, known as soulbound tokens, become personal property upon purchase, with restrictions on transfer or sale. However, token holders will still have the freedom to sell individual items they later create.
Louis Vuitton has been a pioneer in exploring the convergence of luxury fashion and blockchain technology, leading several blockchain initiatives in recent years. The brand, owned by LVMH, introduced its Aura blockchain system in 2019 to authenticate luxury goods. In April 2021, Louis Vuitton teamed up with luxury counterparts Cartier and Prada to establish the Aura Blockchain Consortium, aiming to combat counterfeiting.
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