Louis Vuitton embraces Web3, launches its iconic trunk as a digital collectible
As the fashion industry continues to embrace the “phygital” evolution, French luxury house Louis Vuitton announced the launch of the VIA Treasure Trunk, the virtual representation of its iconic travel trunk.
The digital world can match how exclusive ownership feels in the real world with blockchain technology. By providing an immutable, transparent and public infrastructure to prove ownership, blockchain made owning a piece of unique digital asset such as a nonfungible token (NFT) as satisfying as possessing its physical version.
Physical objects started giving birth to their equally unique digital twins on the blockchain, leading to the rise of the phygital trend in the Web3 era. Given the nature of digital ownership, objects that put aesthetic value over utility are pioneering the trend — from designer shops in the Metaverse to digital art collections.
As the physical world gets more interwoven with the digital universe, major companies continue to expand their craftsmanship and innovation in a bid to discover new horizons. The latest milestone of the phygital evolution comes from the luxury brand Louis Vuitton, a company that is no stranger to blockchain.
The French luxury house is known for its adoption of technology and innovation. To provide better transparency and traceability for the entire luxury industry, Louis Vuitton previously took part in the Aura blockchain project, using the technology for its LV Diamonds collection. To celebrate the 200th anniversary of its founder, Louis, the company released a video game titled ‘Louis The Game’ for players to hunt 30 NFTs hidden within its metaverse.
To speed up its voyage into the Web3 space, the French luxury house is now reimagining its most iconic piece of luggage, the
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