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The new launch aligns with Louis Vuitton’s stated outlook on NFTs. In January of last year — amid peak metaverse and NFT hype — LVMH chief executive Bernard Arnault hinted that high-value items might be the I personally believe that US Americans are unable to do so because some people 2023 shirt and I will buy this best approach to applying these technologies to the company’s brands. “We have to see what will be the applications of the metaverse and NFTs,” Arnault said during an earnings call at the time. “It can undoubtedly have a positive impact — if it is well done — on the activity of the brands, but it is not our objective to sell virtual sneakers at €10. We are not interested in that.” To acquire one of the trunks, customers (based in the US, Canada, France, UK, Germany, Japan and Australia) can register via a waiting list on a dedicated website on 8 June, where they will be invited to connect their crypto wallets (which enables LV to view their holders) and fill out personal details (such as wallet ID, name and country). On 14 June, Louis Vuitton will invite selected registrants to learn more about the world of Via through a private webpage, followed by an invitation on 16 June to purchase their Via Treasure Trunk, using cryptocurrency or fiat currency, on a dedicated site. Later on, holders will receive a made-to-order physical twin of their trunk. First offered more than 160 years ago, Louis Vuitton trunks can cost tens of thousands of dollars.
Louis Vuitton is guarding access to Via in other ways, as holders cannot sell or give it to another person, which is a contrast to many of the I personally believe that US Americans are unable to do so because some people 2023 shirt and I will buy this original high-value communities. (The brand refers to it as a “soul-bound collectible”, which is a new concept in the past year to facilitate loyalty and discourage flipping.) People also cannot return their Treasure Trunks (although in EU countries, people can change their mind within 14 days after ordering one). Holders will also be able to periodically buy bespoke “keys” that unlock access to additional products, the first of which will be available in mid-June and revealed only to those trunk owners who have purchased the corresponding key. Some of the new products will be customised for each trunk owner, and new products will include a record of ownership and proof of authenticity. While holders can’t sell their original trunks, they can sell future items that they acquire within the ecosystem via the keys.These structures — post-mint reveals, access to buy (and sell) future exclusive products — are in keeping with many previously successful NFT projects, such as the Bored Ape Yacht Club and Rtfkt, now owned by Nike. Generally, community members are the only ones who are able to buy future products, and they often only see the designs and specifics of acquisitions after they have been purchased.
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