Each Treasure Trunk from Louis Vuitton is a soulful token that opens owners up to exclusive experiences and designs.
French luxury fashion house Louis Vuitton has launched its iconic travel trunk as a digital collection in a collection called VIA Treasure Trunk. The launch is part of Louis Vuitton’s passion for digital adoption and Web3.
The Treasure Trunks are part of Louis Vuitton’s wider “Via” project. Translated from Latin as “street”, Via is the fashion house’s project that offers a range of products and experiences to a select few.
Each Treasure Trunk will cost €39,000. Although there is no specific number yet, Louis Vuitton has said it will be “only a few hundred”. Interested individuals will have to join the waiting list by completing the registration process using a crypto wallet. Registration will start from 8th June.
Following registration, the company will select eligible individuals and send them an invitation to view a private VIA page on June 14th. However, these individuals will not be able to buy the treasure trunk till June 16.
Each Louis Vuitton Treasure Trunk is a Soulbound Token (SBT). An SBT is a non-fungible token (NFT) that is unique and non-transferable. SBTs help track the reputation of tokens, and instead of being tradable, they are permanently tied to specific accounts or wallets. This supports Louis Vuitton’s plan for each owner of the Treasure Trunk to enjoy exclusive access to an exclusive experience that includes never-before-seen designs.
Louis Vuitton’s travel trunk was initially launched in 1858.
Trezor Trunks Continues Louis Vuitton’s Blockchain Partnership
The launch of the Treasure Trunk SBT is not Louis Vuitton’s first fascination with blockchain technology. In 2021, Louis Vuitton’s parent company LVMH launched Aura Blockchain Consortium along with a few other luxury brands. Aura Blockchain is a blockchain solution available to any luxury brand interested in additional product traceability and transparency.
Founding members include Mercedes BenzPrada Group, Richmont, OTB Group and lvmh, Other members include Maison Margiela, Cartier, Bvlgari, Hennessy, Givenchy and Hublot. The consortium says it is open to any luxury brand.
Aura blockchain is secured using technology Consensus And Microsoft Corporation (Nasdaq: MSFT). The infrastructure helps the customers of these luxury brands get their products certified easily. For example, Swiss luxury watchmaker Hublot has an e-warranty feature on the Aura blockchain that allows customers to verify the genuineness of a product.
lvmh metaverse
lvmh Web3 may also be eyeing targets including gaming and the metaverse. During an earnings call last year, LVMH chief financial officer Jacques Guioni mentioned that the company is looking into blockchain gaming and metaverse endeavors.
Regardless, Guoni said LVMH is “carefully” approaching its consideration. He said at the time that the metaverse was promising, despite being still nascent. Nonetheless, the CFO assured that LVMH would be part of the metaverse boom. However, he said he was unsure about specific plans, while CEO Bernard Arnault warned that LVMH should be “careful of bubbles”.
Tolu is a cryptocurrency and blockchain enthusiast based in Lagos. He likes to strip crypto stories down to the basics so that anyone anywhere can understand without a lot of background knowledge. When he is not delving deep into crypto stories, Tolu enjoys music, loves to sing and is an avid movie lover.
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