Louis Vuitton, the renowned luxury fashion house, is expanding its tradition of trunk-making into the digital realm. The brand has introduced its first-ever digital trunk, a collector’s item that merges physical and digital objects. This move comes after Louis Vuitton’s initial foray into the world of non-fungible tokens (NFTs) with the launch of the game “Louis: The Game” in 2021.
The latest project by Louis Vuitton, called VIA, focuses on “digital collectibles” and signifies the brand’s evolution in embracing the digital landscape. The VIA adventure kicks off with the “Malle Trésor VIA,” a physical trunk accompanied by a digital counterpart. Limited to only a few hundred editions, this exclusive creation will be allocated to a select group of collectors and enthusiasts through a lottery system. Priced at 39,000 euros, the VIA trunk serves as a gateway, granting owners access to a range of new limited edition products and experiences.
To fully enjoy the offerings of the VIA trunk, possessors must have digital keys, released periodically on the market in a drops system format. These keys, exclusively reserved for VIA trunk owners, will unlock personalized pieces and other surprises. While the specific items connected to the keys are kept under wraps, project members will receive hints. Although the trunks themselves cannot be transferred, collectors can later resell them on specialized NFT marketplaces, attracting the interest of speculative buyers.
The VIA Malle Trésor launch accepts cryptocurrencies as payment and is currently available in select countries including France, the United States, Canada, the United Kingdom, Germany, Japan, and Australia.
In summary, Louis Vuitton’s introduction of the VIA trunk represents its dive into the world of digital luxury and collectibles. By incorporating digital keys and providing customization and resale opportunities on NFT marketplaces, Louis Vuitton is embracing the potential of the digital age while staying true to its craftsmanship heritage.
Sources:
– [Financial Times Interview]()
– [Louis Vuitton Website]()
