The collection of phygital “Treasure Trunks” marks the first time that the luxury brand will sell NFTs, which will act as an access pass to future products and more.

Amid a quiet year on the Web3 front, Louis Vuitton is getting further into the NFT game. Today, the brand is announcing a new collection of phygital “Treasure Trunks”, which will grant owners access to future products and experiences, as well as a community of fellow holders. Each piece costs €39,000, and only several hundred trunks will be made available.

The NFT launch is part of a new project called “Via”, the Latin word for road, which nods to its aim to act as an elite pathway towards products and experiences that are inaccessible to others. This has become a key trend in branded NFT projects, with hard-to-acquire and expensive NFTs often positioned as the keys to other products and experiences, both physical and digital. The brand sees Via as a new chapter, which extends to traceability (as seen in the LV Diamondscollection, which uses the Aura blockchain), and event-focused NFTs that cultivate and reward communities of NFT holders.