Louis Vuitton, the renowned French luxury fashion brand, has unveiled an exclusive NFT collection known as the “Treasure Trunk.” Each piece in this collection carries a hefty price tag of €39,000 ($41,693) and provides select customers with access to forthcoming products and one-of-a-kind experiences.
Dubbed “Via,” Louis Vuitton’s NFT launch aims to create a unique gateway that grants exclusive privileges to a select group of individuals. By participating in the Via project, customers can unlock a realm of unparalleled offerings, both in the physical and digital realms.
Starting June 8, customers in specific countries, including the US, Canada, France, UK, Germany, Japan, and Australia, can join a waitlist on a dedicated website to secure their Louis Vuitton trunks through the Via project. Upon connecting their crypto wallets and providing personal details, selected registrants will gain access to a private webpage dedicated to Via from June 14. Finally, on June 16, participants can make their purchase using crypto or fiat currency and will subsequently receive a meticulously crafted physical replica of their trunk.
It’s important to note that these trunks, which have been available for over 160 years, come with a substantial price tag, often reaching tens of thousands of dollars.
Louis Vuitton has implemented stringent regulations to prevent the resale or transfer of the Via trunks. Unlike many other exclusive communities, holders are prohibited from selling or gifting their trunks. The NFTs associated with the collection are considered “soul-bound collectibles,” utilizing non-transferrable tokens to promote loyalty and discourage immediate resale. Furthermore, once a Treasure Trunk is purchased, it cannot be returned, except in compliance with the 14-day cancellation right in EU countries.
This latest NFT venture by Louis Vuitton represents a significant departure from its previous project, Louis The Game, which aimed to educate players about the brand’s history through interactive gameplay.
In a previous statement, Bernard Arnault, CEO of LVMH, the parent company of Louis Vuitton, expressed the potential benefits of incorporating technologies like NFTs with high-value items. Arnault recognized the positive impact of well-executed metaverse applications and NFTs, emphasizing the brand’s commitment to preserving exclusivity and value in their NFT offerings.