Louis Vuitton Revolutionizes Iconic LV Treasure Trunk With In-house NFT Project

Louis Vuitton has stepped deeper into Web3 by launching a virtual representation of its iconic travel trunk – LV Treasure. This is also the French luxury brand’s first-ever in-house NFT project – $39,000.

Louis Vuitton has reimagined its most iconic piece of luggage, LV Treasure, as a digital collectible. Over 160 years, the renowned trunk has adopted fresh forms and materials. Each LV Trunk, handcrafted by artisans on the outskirts of Paris, France, is a trademark in luxury fashion.

The VIA Treasure Trunk is designed as a soulbound token (SBT) that lets owners unlock never-before-seen creations of the Maison – brand’s design house. Owners of this token will be able to purchase drops of digital keys throughout the next three years to unlock undisclosed Louis Vuitton collectibles and privileged experiences.

Louis Vuitton described the project as a “voyage of creation with Web3” which will take owners on a journey unlike any other before. Moreover, the use of “Via” which means “road” in Latin, in the NFT collection’s name, shows the venture is an exciting new voyage for the luxury brand.


The Treasure Trunks are connected to the owner’s identity, thus, cannot be sold or transferred to another person. The NFTs will utilize the Aura Blockchain Consortium, the first-ever luxury blockchain launched by Louis Vuitton’s parent company LVMH with founding partners like Mercedes Benz and Cartier in 2021. This blockchain creates a digital twin for its registered luxury products. It can also verify the authenticity of items through user-uploaded images.

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