Louis Vuitton to Sell €39,000 NFTs

The luxury brand launched its first saleable NFTs, a new collection of phygital or “physical-digital” Via Treasure Trunks. The trunks cost €39,000 ($41,700) and will act as a digital key granting owners access to future products and experiences in the world of Louis Vuitton.

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These exclusive products and events will become available throughout the year.

The Treasure Trunks pivots from Louis Vuitton’s previous set of NFTs offered in Louis the Game, a free-to-play experience that educates users on the luxury brand’s history.

The launch is a part of the luxury brand’s new project, Via, the Latin word for road, and focuses on connecting consumers with exclusive products and experiences.