The luxury house is giving a new dimension to its trunk-making tradition by introducing its very first digital trunk. A collector's initiative, linked to a series of digital and physical objects. By launching the anniversary game "Louis: The Game" in the summer of 2021, Louis Vuitton took its first steps into the world of NFTs in a free format. An introduction to "educational, almost pedagogical aims", as Michael Burke, then CEO of the House, described it in an interview with the Financial Times.

Almost two years later, the tone has changed as Louis Vuitton seems to be taking the path of ultra-digital luxury with the VIA program , its new "digital collectibles" project.

The starting point of this new adventure? A VIA Treasure Trunk offered in a physical version and embellished with its digital alter-ego. Produced in a few hundred copies, this creation will be allocated, by drawing lots, to a handful of collectors and aficionados registered on a waiting list which will be opened on June 8 on the brand's website . Entrance ticket: 39,000 euros.