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Via Treasure Trunks, the newest non-fungible token (NFT) series from French luxury clothing company Louis Vuitton, will signal a significant entry into the digital asset market. This collection strives to offer a small set of members special goods and experiences.
Customers in the United States, Canada, France, the United Kingdom, Germany, Japan, and Australia can begin registering on June 8 for the Via Treasure Trunks NFT collection, which will include a small number of digital trunks. Starting on June 16, eligible clients will have the option to acquire the NFTs for €39,000, or roughly $42,000. In addition to receiving a tangible version of their digital Treasure Trunk as part of the utility roadmap for these tokens, purchasers will also gain access to limited-edition Louis Vuitton goods and immersive events.
Building on the popularity of the Via Treasure Trunks collection, Louis Vuitton plans to introduce a series of limited goods and experiences at regular intervals throughout the year. The larger Louis Vuitton concept “Via,” which is named after the Latin word for road, draws inspiration from this venture. Owners of the Treasure Trunks will have access to future Louis Vuitton physical-linked NFT collections by acquiring digital keys.
The NFTs in the Via Treasure Trunks collection are being offered for sale as soulbound tokens, which prevent subsequent transfers. NFT owners will not be able to sell their Treasure Trunks, but they will still be able to sell the individual goods that they will continue to mint.
For a number of years, Louis Vuitton has been actively investigating blockchain technology. The creation of its Aura blockchain, intended to trace the provenance of luxury goods, was revealed by its parent company, LVMH, in 2019. In order to fight product fraud, Louis Vuitton established the Aura Blockchain Consortium in April 2021 in partnership with other high-end stores including Cartier and Prada.
In keeping with its creative strategy, Louis Vuitton debuted “Louis The Game” in August 2021. It was a free-to-play gamified experience that offered users the chance to win 30 NFTs in honor of the 200th anniversary of the brand.