The popular luxury clothing brand is expanding its Louis: The Game app, encouraging players to explore the brand’s history for NFT rewards.
After Louis Vuitton launched its own app, Louis: The Game, and released historic NFT postcards last August, the brand decided to expand its app with new NFT challenges and rewards.
The NFT project is aimed at introducing players to the brand’s 200-year history and giving away free NFTs, rather than selling them at auction. As with the first option, players who reach a certain level will get a chance to participate in the NFT draw . A total of 10 tokens will be drawn. The promotion will last until August 4th. NFT will reportedly be portraying the character Vivienne, who is an anthropomorph of the company’s monogram. The character will be presented in different clothing options that can be worn on different platforms. The character can also be used as a social media avatar (similar to LV PFP).
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Louis Vuitton’s approach reflects a relative caution in embracing digital fashion and the principles of the metaverse. By creating their own game, rewarding players for learning about its history, and giving away NFTs for free, the company has more control over the environment and avoids having to set a price for its digital goods.
According to the brand, their game, which is available for Android and Apple, has been downloaded more than two million times. The game has two new levels that are available to those who have successfully completed the first level. Players must extract 16 pages from the Louis Vuitton manuscript, collecting details about the life of the founder, the creation of the brand, and his chests. A public leaderboard will also be available. It all sounds like the plot of the cult movie Ready Player One. However, brand representatives have gone further and announced that they will organize a physical game Louis: The Game at the home of the Louis Vuitton family in Asnier and Los Angeles. At the moment there is no detailed information on this.
All NFTs were created in collaboration with startup Wenew Labs based on the Ethereum blockchain. As with the launch of the first game, Wenew Labs worked with Possible, its subsidiary, to develop and implement a smart contract for the second round of the NFT distribution.
In turn, the son of the current head of LVMH, Alexandre Arnault, who is vice president of products at Tiffany & Co, began to gauge interest in physical, bespoke pendants for crypto bankers after joining the crypto bank community with a new profile photo. Last month, a jewelry company purchased a $380,000 worth of NFTs of art .
One of Louis Vuitton’s competitors, the Gucci brand is also actively developing in the NFT space. Moreover, this brand is a leader in NFT experiments. Gucci CEO Marco Bizzarri said in March that the company’s approach to the metaverse, “which has already become a very real place for Gucci,” is based on boundless imagination.
