Icy Ling, CEO and Co-Founder of IC & Co

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Louis Vuitton launches Digital Collectibles through VIA and a first of its kind trunk

10 Jun 2023

Louis Vuitton is embarking on a new voyage of creation with Web.3, where the physical and digital are seamlessly woven into one material for the Maison to create and dream with, and to craft the exceptional with which the Maison can create, dream and craft the exceptional. A material designed to unlock a new form of travel and a renewed sense of wonder for the Maison and its clients.

The voyage begins with the iconic and storied Louis Vuitton Trunk. Invented more than 160 years ago, yet continuously adopting new forms and new materials, it is a beacon of innovation and creativity for the Maison. Today, Louis Vuitton has created the VIA Treasure Trunk its first digital trunk, designed for those who seek to travel through new dreams and new realities, and collect unique creations along the way. A trunk inspired by the vision of the Maison and designed to energize future creative drops and endeavors. The first key will drop a few weeks after the Digital Trunk to unlock the first digital collectible, stitching exceptional product and digital culture together.

On June 8th, Louis Vuitton will extend the opportunity to register on a dedicated page of Louis Vuitton's website. The VIA Treasure Trunks will be available in a very limited and exclusive edition of a few hundred pieces. The Trunks, priced at 39 000€, will act as portals into the world of Louis Vuitton, revealing new, limited products and experiences through immersive drops which will be progressively launched at regular intervals throughout the year. The VIA Treasure Trunks are unique and secured for enduring ownership. The world of VIA will Open Wonder through an ongoing series of digital keys which owners of a Treasure Trunk will be able to purchase to unlock the new and unseen collectibles of the Maison. Each collectible is revealed through the Treasure Trunk in a digital form that is twinned with exclusive access to a physical counterpart, taking owners on a journey unlike any other before.

Louis Vuitton invites collectors and innovators to embark on this new voyage and to step into the universe of the Maison. A voyage of limited collectibles with unlimited possibilities. The world of VIA will empower Treasure Trunk owners to both wonder and wander: dissecting the clues of what’s to come, creating connections, expanding their horizons, and sharing the collectible creations with their own communities. VIA Treasure Trunk– Louis Vuitton’s first digital trunk available from June 8th on louisvuitton.com in United States, Canada, France, United Kingdom, Germany, Japan, and Australia.

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