Two years after its first NFT foray, Luxury fashion house Louis Vuitton is again turning heads in the world of Web3. On June 6, the brand announced a collection of ‘phygital’ Treasure Trunk NFTs that will give owners access to exclusive future products, experiences, and a community of fellow holders.

Priced at €39,000 (over $41,000) a piece, the production of these unique tokens — and their physical twin counterparts —will be limited to several hundred pieces. This venture is part of the brand’s new “Via” initiative — derived from the Latin word for “road.”

While this price tag will likely be far out of reach for the average consumer, the company hopes that the collection offers a pathway toward products and experiences that may not be available otherwise — a move we’ve seen from other luxury brands in Web3.