All you need to know about the VIA Treasure Trunk NFT by Louis Vuitton

How luxury brand limits the access to its exclusive NFTs

Technology in Fashion

20 June, 2023

Table of contents

What is VIA Treasure Trunk?

VIA is Louis Vuitton’s new voyage of the creation with Web3. Through VIA, Louis Vuitton is building a new community of the Maison. Louis Vuitton plans to propose 2 to 3 immersive drops per year for the next 3 years at least.

The VIA Treasure Trunk is soul-bound (i.e. non-transferable and non-fungible token). The client cannot resell the NFT, after acquiring a trunk, it’s connected to the client identity and cannot be transferred to another person. The VIA reassure Trunk grants the possibility to purchase exclusive products, whether digital or phygital (meaning digital collectibles with possibility to claim its physical twin), and also gives access to privileged experiences. The VIA Treasure Trunk has a limited availability of 201 collectibles.​

The purchase of the VIA Treasure Trunk is necessary to enter the VIA community. Sale of the VIA Treasure Trunk is final, which means that it cannot be returned or refunded except in France, UK, and Germany where client has a legal right to change the mind within 14 days from the date of the order. Each customer can purchase only one VIA Treasure Trunk

How to Enter the VIA Community?

To purchase the Via Treasure Trunk it was needed to register to the waiting list, connect the crypto wallet which support Ethereum blockchain, and fill out personal details. The wallet ID was requested to verify whether the person meets eligibility criteria for Via Treasure Trunk Drop.

Louis Vuitton decided the next eligibility criteria (in decreasing order of relevance)

  1. Cryptowallets that contain digital collectibles from other LVMH brands collections*
  2. Cryptowallets that contain digital collectibles from other luxury brands or fashion brands
  3. Cryptowallets that contain digital collectibles from so-called blue-chip collections (i.e. collections having demonstrated high and stable value in the digital collectibles market, known as leaders in their categories, with widespread recognition and popularity among collectors)
  4. Cryptowallets with portfolio value over 1M$ (assessed by computing value of overall number of digital collectibles as well as cryptocurrency value available)
  5. Cryptowallets with digital collectibles portfolio value over 200K$

Clients selected in the waiting list were contacted by Louis Vuitton. The brand will keep the personal data during 13 month and contacted the customers, including those clients not selected in the waiting list regarding the future sales of VIA Treasure Trunk.

*LVMH brands that released NFTs: Givenchy, Guerlain, Tiffany & Co., Hublot, Rimowa, Tag Heuer

Louis Vuitton NFT Itinenary

June 8th THE REVEAL. Was opened the waitlist for a chance to purchase the VIA Treasure Trunk NFT

Jun 12th - 16th THE INVITATION. The VIA Treasure Trunk private sale participants were informed of their selection

June 16th THE DEPARTURE. Selected invitees will acquire VIA Treasure Trunk

July 2023 FIRST DESTINATION. The VIA Treasure Trunk will open to its owners the series of digital keys which will unlock collectibles of the Maison. The first collectible will be revealed alongside the Louis Vuitton Men’s show by Pharrell Williams.

Soon. NEXT DESTINATIONS. Co-creation of the next itinerary by the VIA community