Let’s get phygital! Louis Vuitton debuts a collection of Via “Treasure Trunks” which will be sold as $42,000 limited-edition NFTs

Via Facebook / @Louis Vuitton


Louis Vuitton is treading on a new path and taking you along with a new project called “Via,” the Latin word meaning ‘road.’ The French luxury goods maker unveiled a unique collection of phygital “Treasure Trunks,” with each piece costing €39,000 (roughly $42,000), with a few hundred trunks available. To obtain one of the trunks, customers from the US, Canada, France, UK, Germany, Japan, and Australia) need to hop on the waiting list on a website from 8 June.

Via Facebook / @Louis Vuitton

After connecting your crypto wallets and mentioning personal details, LV will select registrants to follow an invitation on 16 June to purchase their Via Treasure Trunk. It goes without saying the Via trunks will be purchased using cryptocurrency or fiat currency. The good news continues as holders will receive a bespoke physical twin of their trunk. It is no secret the Louis Vuitton trunks are a sought-after item that can cost tens of thousands of dollars.

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Via Facebook / @Louis Vuitton

There are some things to keep in mind, like holders cannot sell or give the NFT to another person, nor can one return their Treasure Trunks. What can be done is purchase “keys” that unlock access to additional products. These products, however, can be sold using the keys. In the case of customized products for trunk owners, a record of ownership and proof of authenticity will be required.

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With over 15 years of experience in luxury journalism, Neha Tandon Sharma is a notable senior writer at Luxurylaunches. Her expertise spans luxury yachts, high-end fashion, and celebrity culture. Beyond writing, her passion for fantasy series is evident. Beginning with articles on women-centric gadgets, she's now a leading voice in luxury, with a fondness for opulent superyachts. To date, her portfolio boasts more than 2 million words, often penned alongside a cappuccino.