Louis Vuitton to launch NFT game

The company is releasing the game to celebrate 200 years since its founder Louis Vuitton was born.

Louis Vuitton store, New York                                 
Louis Vuitton, New York -Photo: Shutterstock

To mark the 200th anniversary of its founder's birth, luxury brand Louis Vuitton is launching a game app which sees the brand’s mascot Vivienne journey to Paris and features 30 non-fungible tokens (NFTs) to be collected by players along the way.

The NFTs are collectable but not for sale. Louis Vuitton himself left his hometown of Anchay at the age of 14 to walk on foot to Paris, where he would later set up his business.  

The mobile game app is called 200 Anecdotes. Michael Burke, CEO of Louis Vuitton and a gaming enthusiast, told the Financial Times: “It’s a coming-of-age story. It’s about a kid having to leave home under duress, acquiring skills, taking risk and becoming himself.”

App is "educational” 

Beeple, an American digital artist, has designed 10 of the 30 NFTs for the game. However, Burke made it clear that this is an “educational” venture rather than a “commercial” one.

Burke said: “We don’t make any money out of it, so this is a non-commercial, almost pedagogical, educational experience that has to be fun, emotional and dynamic.”

First involvement with NFTs but not blockchain

This is Louis Vuitton’s first direct involvement with NFTs, although its parent company LVMH has some previous blockchain experience – it founded the Aura Blockchain Consortium, which uses blockchain to combat counterfeiting in the luxury industry.  

LVMH along with Prada and Cartier developed the Aura Blockchain Consortium, which was unveiled on 20 April 2021 with the objective of “providing consumers with a high level of transparency and traceability throughout the lifecycle of a product.”

Toni Belloni, managing director of LVMH, said: “The Aura Blockchain Consortium is a great opportunity for our sector to strengthen our connection with customers by offering them simple solutions to get to know our products better. By joining forces with other luxury brands on this project, we are leading the way on transparency and traceability. I hope other prestigious players will join our alliance.”

The game will be available for download via Android and iOS devices.

Further reading:  Everton FC to launch an $EFC Fan Token on Socios.com 

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