Louis Vuitton recently announced the unveiling of their most recent digital collectible, the VIA Tile Trunk NFT. The digital collectible was designed by Nicolas Ghesquière, who currently serves as the creative director for the women’s collection at LVMH.
Inspired by Ghesquière’s trunk-shaped mini cube bag that was first displayed at the Spring-Summer 2024 fashion show, the VIA Tile Trunk NFT conveys a distinct blend of innovation and tradition inherent to the Louis Vuitton brand.
Exclusivity And Digital Strategy
Providing an exclusive experience to VIA clients, the NFT has a limited availability of just 200 editions. It comes with a major price tag of 6,000 euros, displaying the brand’s commitment to upholding luxury and exclusivity.
Louis Vuitton VIA. From the iconic Champs-Élysées and beyond the clouds, the VIA journey continues with the VIA Tile Trunk by @TWNGhesquiere, discoverable now at https://t.co/OVcnyjf7T1#LouisVuitton #LouisVuittonVIA pic.twitter.com/drcJpPGwU9
— Louis Vuitton (@LouisVuitton) November 27, 2023
In an aim to align with the dynamic digital landscape, Louis Vuitton launched the ‘VIA’ program in June 2022. That marked the brand’s first major strategic dive into the heavily anticipated Web3 sector.
The focus on exploring frontier technology aligns ideally with Louis Vuitton’s digital strategy, it follows no from earlier collaborations, such as the one with the eSports giant League of Legends in 2019 and the launch of their mobile video game known as Louis The Game in 2021, which launched its first series of non-fungible tokens.
Innovations And Future Plans
The VIA project is an extensive platform that stylishly melds digital, sales, communications, and legal sections for better consumer engagement. The initiative masterfully merges physical and digital experiences, enabling the brand to remain relevant in the quickly evolving fashion market.
In June 2023, as part of the VIA project, Louis Vuitton launched the VIA Malle Trésor, a limited edition trunk valued at 39,000 euros. The exclusivity in product offering grants VIA customers distinct access to high-end products and experiences.
A primary aspect of the VIA project consists of tying digital collectibles to physical products. After acquiring digital collectibles, NFT owners are offered exclusive rights to claim their corresponding physical product. Moreover, the physical version of the VIA Tile Trunk will be available for NFT owners in March 2024.
The Future
Louis Vuitton wants to release two to three digital-physical hybrid products yearly for the next three years. The first product under this innovative initiative was the luxurious Speedy 40 VIA bags, designed entirely by the famous fashion aficionado and music artist, Pharrell Williams, launched in July 2023.
Louis Vuitton’s ambitious plans reflect a strategic intent to blend the traditional luxury fashion space with modern digital landscapes, making it a brand to watch closely in the coming years.
