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setting iconStakeholder EngagementAnnounced

Louis Vuitton Launches Digital-Twin NFT To Its Iconic €39K Travel Trunk

Milestone Date: June 6, 2023

Customer Engagement

Louis Vuitton is no stranger to Web3. Previously, it published a video game with NFT benefits and its parent company LVMH is one of the founding members of the Aura Blockchain Consortium, which also includes Prada and Mercedes-Benz. Now, the luxury French fashion house is launching NFTs of its iconic travel trunk. The only hitch? Each NFT is a digital twin to a matching physical twin trunk and the price to acquire the trunk is €39,000 (approximately US $41,000).

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LMVH Louis Vuitton NFT & Metaverse ProgramLMVH Louis Vuitton NFT & Metaverse Program

The “VIA Travel Trunk” NFT is a digital representation of the luxury brand’s iconic travel trunk that was first launched in the 19th century and is handcrafted in Paris, France.

 Digital visage of Louis Vuitton’s VIA Treasure Trunk.

Creating an air of exclusivity around the campaign (as fashion brands typically do with some of their merchandise), only a few hundred of the trunks will be available for purchase. The NFT will be available as a soul-bound token (SBT), which means holders will not be able to sell or transfer the NFT after its initial purchase (an interesting choice by Louis Vuitton that is atypical of other fashion brands dabbling in NFTs). Using the blockchain world’s form of exclusive access known as token gating, holders of the VIA NFT will have access to various benefits, including creations by Maison Louis Vuitton that have never been seen before.

Getting one of the NFTs requires joining a waiting list on June 8 and registering with a cryptocurrency wallet like MetaMask. One June 14, those who are selected from the waitlist will be invited to view a VIA preview page; on June 16, they will have a chance to purchase their VIA Travel Trunk NFT.

By Elizabeth Morrison

Published:June 6, 2023



Louis Vuitton embraces Web3, launches its iconic trunk as a digital collectible


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