Luxury fashion house Louis Vuitton ventures further into the web3 realm with the introduction of an NFT release featuring their iconic Trunk, known as the “VIA Treasure Trunk.”
This exclusive serves as a gateway for LV collectors, granting them access to immersive experiences and limited drops scheduled throughout the year.
Where digital meets physical
Louis Vuitton, the renowned French luxury fashion house, is preparing to launch a physically-backed non-fungible token (NFT) collection known as VIA Treasure Trunks, introducing luxury NFT offerings exclusively available to privileged members.
The LV Trunk, known for its iconic trunk-style luggage, has played a role in establishing the brand’s reputation and global recognition.
First unveiled in 1858, LV luggage stood out with its distinct square shape and stackable design, setting it apart from the rounded-top luggage prevalent during that era, which was primarily designed to facilitate water run-off.
The collection comprises several hundred trunks in a digital format, which will be available via a waiting list starting on June 8.
Selected participants in target countries including the United States, Canada, France, the United Kingdom, Germany, Japan, and Australia, will then gain access to the VIA portal on June 16, at a price of €39,000, approximately $42,000. These NFTs will later become eligible for resale on various NFT marketplaces.
Holders of these tokens will not only possess a digital representation of their VIA Treasure Trunks but will also be entitled to receive a physical replica of the trunk. The physical item will serve as a key, granting access to forthcoming Louis Vuitton products and immersive experiences.
In their words, their intent is to “take owners on a journey unlike any other before.”
A dip into web3 territory
Embracing web3 technologies is not something that is new for Louis Vuitton.
Back in March 2019, Louis Vuitton’s parent company, LVMH, unveiled its participation in the Aura Blockchain Consortium, alongside Cartier and Prada, with the aim to foster transparency and traceability by advocating for a unified global blockchain solution accessible to all luxury brands.
Later in August 2021, Louis the Game was released as a free-to-play educational experience to learn about the company’s history.
However, since then, branded NFT projects have become quieter with only a few announcements of companies like Kellogg’s and Swarovski filing patents for the potential to release digital assets, without any major releases.
The release of the Louis Vuitton VIA Treasure Trunks, may signify a renewed focus and use case for luxury NFTs in the event of a lengthy waitlist.