Louis Vuitton, the renowned French luxury fashion house, has announced its upcoming launch of a unique and limited series of Non-Fungible Tokens (NFTs). These exclusive digital assets will be priced at approximately $41,712 (€39,000) each, granting privileged customers access to exceptional products and experiences. Aptly named “Treasure Trunks,” this series draws inspiration from the iconic Louis Vuitton luggage trunk and will consist of only a few hundred NFTs, as reported by Vogue Business.
Every “Treasure Trunk” NFT will be accompanied by a custom-made physical Louis Vuitton trunk, known for its substantial value, often fetching tens of thousands of dollars. It’s important to note that these NFTs will be soulbound, meaning they cannot be traded or transferred between individuals. Exclusively owned by the original purchaser, a Louis Vuitton Treasure Trunk will unlock access to personalized products, early releases of new items, and tailor-made experiences.
Starting June 8, interested individuals residing in the United States, Canada, the United Kingdom, France, Germany, Japan, and Australia can join a waitlist. Subsequently, selected participants will receive an invitation from Louis Vuitton the following week, inviting them to purchase a Treasure Trunk using cryptocurrency or traditional fiat currency through a dedicated website.
The Treasure Trunk collection marks the inaugural project within the ongoing Louis Vuitton series called “Via.” This initiative aims to provide exceptional and exclusive opportunities for esteemed clientele willing to invest significantly in the Louis Vuitton brand.
In following this trend, Louis Vuitton joins other luxury brands in leveraging blockchain technology to create an ultra-elite membership club tailored to a privileged few, rather than using it as a means to foster inclusivity. While several luxury brands, including Louis Vuitton, have previously experimented with NFT games, pop-ups, and programs targeting broader audiences, the past year has shifted towards high-value, limited-edition NFT releases designed to reward top-tier customers.
For instance, since last summer, Balmain has been developing an exclusive NFT-backed club for its most prestigious clients. Additionally, Ralph Lauren recently hosted exclusive events for customers initiated into Web3 technology at an exquisitely themed private waterfront estate in Miami, providing further evidence of this luxury brand evolution.