French luxury fashion house Louis Vuitton is set to launch its latest non-fungible token (NFT) collection, Via Treasure Trunks, merging physical and digital experiences for exclusive members. The collection, consisting of a limited number of digital trunks, will be available for registration on June 8 in select countries, followed by NFT purchases on June 16 for €39,000 ($42,000). Token holders will receive physical replicas of their digital trunks and gain access to upcoming Louis Vuitton products and immersive events. Via Treasure Trunks is part of Louis Vuitton’s larger initiative called “Via,” which offers digital keys for future physical-linked NFT collections. While the soulbound tokens cannot be resold, owners can sell individual items they mint in the future. Louis Vuitton has been actively exploring blockchain technology, with previous ventures including the Aura blockchain for provenance tracking and collaborations to combat counterfeit products.
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