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  • Date
    27 JULY 2023
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    Object of Desire

    The Object of Desire: Louis Vuitton VIA Collectibles

    In the dynamic world of fashion, where innovation is a constant, Louis Vuitton VIA emerges as a defining moment, reshaping the very concept of luxury. 

    For centuries, luxury has been synonymous with exclusivity, offering a select few the privilege of owning objects of desire crafted with unparalleled artistry and materials. It represented a symbol of status and sophistication, reserved for the elite and wealthy. The luxury of yesteryears was just tangible, with its manifestations in the form of exquisite handbags, lavish jewelry, and meticulously crafted timepieces.

    However, with the advent of Louis Vuitton VIA, the landscape of luxury is undergoing a transformative shift. The VIA collectibles pioneer a novel concept of the Object of Desire - one that seamlessly integrates the physical and the digital, crafting a new idea of what true luxury can be. VIA represents a profound evolution, pushing the boundaries of dreamy creativity and craftsmanship beyond anything we have experienced so far.

    In this new era of luxury, exclusivity remains intact, but it is now complemented by a celebration of the craftmanship that goes into creating digital collectibles and phygital masterpieces. Physical artistry fuses harmoniously with digital creativity, bringing forth an enchanting symphony of the tangible and the virtual. VIA is an ode to innovation, where the Maison artfully blurs the lines between the real and the virtual, inviting us to reimagine what travel and luxury means in the 21st century.

    While luxury may still not be accessible to everyone, we can find inspiration in the remarkable innovative craftsmanship showcased in VIA's creations.

    The VIA Treasure Trunk, a homage to the iconic Louis Vuitton Trunk, that has been an emblem of innovation and creativity for over 160 years, made its spectacular debut capturing the hearts of collectors, fashion connoisseurs and tech enthusiasts alike. It served as the perfect prelude to what Louis Vuitton had in store for its discerning clientele – a glimpse into a future where fashion and digital art converge seamlessly. The VIA Treasure Trunk acts as a portal into the world of Louis Vuitton, revealing new, limited products and experiences through immersive drops which will be progressively launched at regular intervals throughout the year.

    This trailblazing project aims to unlock a new form of travel and a renewed sense of wonder for both the Maison and its cherished clients. Building upon the launch of the VIA Treasure Trunk, the next coveted Object of Desire in this journey of discovery is the VIA Speedy 40, a stunning phygital collectible that pushes the boundaries of fashion and technology.

    As an extension of the Maison's iconic Speedy collection, this phygital travel companion is a true testament to the brand's commitment to pushing boundaries and reimagining classic designs for the contemporary era.

    Designed in collaboration with Pharrell Williams, the Men’s Creative Director at Louis Vuitton, the VIA Speedy 40 is a testament to the Maison's dedication to craftsmanship and innovation. Blending digital art with traditional savoir-faire, this collectible offers a unique and immersive experience like no other. It bridges the gap between the historical significance of the Speedy bag, which traces its roots back to 1930, and the cutting-edge technology of the digital age.

    The Speedy bag is so iconic. It has been a canvas for some of the most remarkable collaborations in fashion history, each contributing a unique and captivating touch to the timeless design. Visionaries like Stephen Sprouse, Yayoi Kusama, Takashi Murakami, Richard Prince, Julie Verhoeven, and Jeff Koons have left an indelible mark on the Speedy, infusing it with their distinctive artistic flair and pushing the boundaries of creativity. These collaborations have brought together the worlds of high fashion and contemporary art, reimagining the Speedy as a coveted masterpiece that resonates with fashion enthusiasts and art aficionados alike. Each collaboration reflected the Maison's commitment to innovation and its reverence for art, making the Speedy a living testament to the power of creative partnerships in shaping the course of fashion history.

    Owning the VIA Speedy 40 entitles fashion enthusiasts to not only possess a coveted digital masterpiece but also to claim its physical twin during the designated claim period starting in January 2024. The physical twin pays homage to the iconic Speedy model while incorporating new materials and intricate details. With Louis Vuitton's engraved metallic pieces showcasing the "VIA" mention, fine leather replacing the original canvas (with calfskin on the outside and luxurious lambskin on the inside), and additional features like a shoulder strap, name tag, and cloche-clé, this reimagined Speedy is a true collector's item.

    As part of this visionary project, the VIA Treasure Trunk owners have been granted early access to the VIA Speedy 40, allowing them to be at the forefront of this exciting journey. Louis Vuitton has always celebrated the art of travel, and with VIA, the Maison is embracing the digital frontier, offering an immersive and interactive experience that transcends borders and limitations.

    In this exciting new era, we embrace the spirit of exploration and reimagine the possibilities that lie ahead. As Louis Vuitton VIA charts the course for the future of luxury fashion, it invites us all to be part of this voyage, where craftsmanship and creativity converge in a way that is both awe-inspiring and transformative.

    As we embrace this paradigm shift, we celebrate the birth of a new luxury, where the fusion of physical and digital craftsmanship defines a realm of possibility previously unexplored. The VIA Speedy 40 is more than just a digital collectible; it symbolizes the dawn of a new age - one that empowers us to dream, to create, and to believe in the wonder of fashion's exciting future.

    AI generated text edited by Gloria Maria Cappelletti

    Still Life Images Courtesy of Louis Vuitton Press Office

    AI Artworks and Art Direction by Matteo Bonacci