According to Vogue Business, Via Treasure Trunks are sold as soulbound tokens, meaning that once purchased, they cannot be transferred.
French luxury fashion house Louis Vuitton is preparing to launch a new physically-linked NFT collection called Via Treasure Trunks, offering exclusive members access to unique products and experiences.
The new collection will be available in a few hundred digital boxes and will be open to consumers in the United States, Canada, France, the United Kingdom, Germany, Japan, and Australia on June 8. Select customers will then be able to purchase the NFT for €39,000 (approximately $42,000) on June 16. As part of the token's utility plan, holders will receive a physical replica of their digital treasure chest, which will also unlock their access to upcoming Louis Vuitton products and immersive events. According to the press release, the brand plans to launch limited-edition products and experiences "at regular intervals" throughout the year.
The collection is part of a larger project by Louis Vuitton called "Via," which is derived from the Latin word for "road." Treasure Trunk owners will be able to purchase digital keys to gain access to future Louis Vuitton physical-linked NFT collections. According to Vogue Business, the collectibles are sold as soulbound tokens, meaning that once purchased, they cannot be transferred. NFT holders will not be able to sell their Treasure Trunks, but they will be able to sell the individual items they created in the future.
Louis Vuitton has been expanding its blockchain projects for years. In March 2019, its owner LVMH announced plans to launch the Aura blockchain for tracking the origins of luxury goods. In April 2021, Louis Vuitton partnered with fellow luxury retailers Cartier and Prada to create the Aura blockchain alliance to combat counterfeit products.
In August 2021, the design brand launched a free gamified experience called "Louis The Game" to celebrate its 200th birthday, giving players a chance to win 30 NFTs.
