Louis Vuitton Unravels Its Trunks Of The Future, And They’re Digital

Free from physical design limitations, Louis Vuitton is now crafting its heritage trunks with lightweight materials that make them levitate, and a fully mirrored finish that reflects every landscape they’re in—whether in the real world or otherwise. The maison has announced VIA, a collection of “phygital” (read: physical and digital) cases that unlock exclusive experiences. And you guessed it: They’re non-fungible tokens (NFTs).

The VIA treasure trunks, open to collectors in the US, Canada, UK, France, Germany, Japan, and Australia, will set them back US$39,000, or €39,000 including tax for customers outside of the States. Admittedly, that’s a steep price to pay for something you own in the virtual realm. However, they’re not just ornamental status symbols. Louis Vuitton explains that the trunks will serve as digital keys for forthcoming products and immersive experiences only available to buyers over “regular intervals” throughout the year.

VIA is an innovative ode to the spirit of travel, a fundamental of the Maison. This voyage of open wonder will first be available in the 7 following countries: Canada, United-States, United-Kingdom, France, Germany, Japan, Australia.#LouisVuittonVIA pic.twitter.com/mUIpPEpDRJ

— Louis Vuitton (@LouisVuitton) June 8, 2023

Owners will also receive a physical counterpart to their futuristic VIA trunks, according to a press release.

Via, in Latin, means road. And while the concept of travel is rooted in these digital accessories, they symbolize a new kind of voyage that’s “not bound by destination.” The VIA treasure trunks are hallmarks for “the legacy of our future,” notes the company.

The VIA Treasure Trunk (Soulbound Token) will unlock exclusive experiences and community opportunities for its owners, including unseen collectibles of the Maison, starting with a first revealed alongside the next #LouisVuitton Men’s show by Pharrell Williams.#LouisVuittonVIA pic.twitter.com/WhIPsjzYtx

— Louis Vuitton (@LouisVuitton) June 8, 2023

Louis Vuitton describes that its iconic trunk, invented 160 years ago, is a time-tested “symbol of daring creativity” that has assumed numerous forms. Now, this archival favorite will “[transport] enthusiasts beyond the realm of possibility.”

The digital pieces are soulbound tokens, meaning that each of them can only belong to one buyer and is non-transferable.

This NFT drop isn’t the luxury house’s first rodeo in Web 3.0. Back in 2021, Louis Vuitton rolled out a video game packed with tokens to celebrate its founder’s 200th birthday.

The first elusive goodie is set to be revealed in tandem with the next Louis Vuitton Men’s show run by newly-appointed men’s creative director Pharrell Williams.

The journey will begin shortly #LouisVuitton invites you to request your invitation to take part in the VIA community, and to discover limited collectibles with unlimited possibilities at https://t.co/lojLPy4nud#LouisVuittonVIA pic.twitter.com/Ry60uvL6kI

— Louis Vuitton (@LouisVuitton) June 8, 2023

[via Business of Fashion, CoinDesk, images via Louis Vuitton]