Luxury fashion brand Louis Vuitton has made its first foray into the world of Web3 with the launch of a new NFT, the VIA Tile Trunk. This virtual trunk, designed by Nicolas Ghesquière, the creative director of the women’s collections for Louis Vuitton, draws inspiration from a trunk-shaped mini cube bag that was revealed at the Spring-Summer 2024 fashion show. Priced at 6,000 euros, only 200 editions of this digital collectible are available exclusively to Louis Vuitton’s VIA customers, a program that was introduced in June 2022.
While Louis Vuitton has previously dabbled in digital collaborations with projects such as the League of Legends game partnership in 2019 and the release of the Louis The Game video game in 2021, the VIA program signifies a more deliberate effort to engage with a new audience and explore the possibilities of the digital realm. VIA aims to provide a comprehensive experience for customers by integrating digital, communications, and sales teams, as well as considering the pertinent legal aspects.
Agnès Vissoud, the director of digital innovation at Louis Vuitton, explains that the main challenge lies in extending the in-store experience to a world where physical and digital boundaries no longer exist. In June, the VIA Malle Trésor, a limited edition trunk priced at 39,000 euros, was launched, granting access to exclusive products and experiences. Owners of the VIA Malle Trésor were able to acquire digital keys that unlocked previously unseen collectibles. These collectibles are connected to physical products, allowing NFT owners to claim them.
The physical version of the VIA Tile Trunk, designed by Nicolas Ghesquière, will be available in March 2024. Louis Vuitton plans to release two to three similar products annually for the next three years. The VIA program was first introduced in July with the release of the Speedy 40 VIA bags, created by Pharrell Williams, the creative director of the men’s collections.
The VIA program and the introduction of the VIA Tile Trunk further demonstrate Louis Vuitton’s commitment to innovation and its embrace of digital technology. In a rapidly evolving luxury fashion industry, brands like Louis Vuitton are actively exploring new avenues to engage with customers and create immersive and distinctive experiences. By incorporating NFTs and virtual products, luxury brands can tap into the growing popularity of digital collectibles and cater to the technologically savvy consumers of today. Louis Vuitton’s entry into the world of Web3 reaffirms its position as a trailblazer in the luxury fashion sector and paves the way for future breakthroughs in the field.
Useful links:
– Louis Vuitton Official Website
– VIA Official Website
