Louis Vuitton, the renowned French luxury fashion house, is set to launch a collection of physical-backed non-fungible tokens (NFTs) called Via Treasure Trunks, which will provide exclusive access to members-only products and experiences. The collection will consist of a limited number of digital trunks, and registration for interested consumers in select countries will begin on June 8. Eligible customers will have the opportunity to purchase these NFTs on June 16 for approximately $42,000. Upon acquiring an NFT, buyers will receive a physical replica of their digital Treasure Trunk, granting them access to upcoming Louis Vuitton products and immersive events.
The Via Treasure Trunks collection is part of Louis Vuitton’s larger initiative known as “Via,” derived from the Latin word for “road.” Owners of these trunks will have the option to purchase digital keys that unlock future physical-linked NFT collections by Louis Vuitton. Significantly, the collectibles will be offered as non-transferable soulbound tokens, ensuring they cannot be exchanged with other individuals once acquired. Although the Treasure Trunks themselves cannot be sold, holders of the NFTs will retain the option to sell individual items that they create in the future.
Louis Vuitton has been actively exploring blockchain technology for several years. In 2019, the brand’s parent company, LVMH, announced plans to implement the Aura blockchain to track the provenance of luxury goods. Additionally, Louis Vuitton joined forces with luxury retailers Cartier and Prada in April 2021 to establish the Aura Blockchain Consortium, aiming to combat counterfeit products. Furthermore, the fashion house celebrated its 200th anniversary by releasing “Louis The Game,” a gamified experience offering players the chance to win 30 NFTs.