Louis Vuitton has launched its Discord server to add a new layer to its Web3 strategy. With the server, it looks to form stronger connections to its online communities with a focus on its NFT holders.
The Louis Vuitton Discord server will be a chatroom with a variety of threads. There will be one for general conversation and another for innovation currently available on the platform. There are also new chrome Louis Vuitton emojis with the house emblems that members can use on the server.
Members of the server will also have access to exclusive content with some conversations only accessible to those who hold NFTs from its Via NFT project. In fact, its Via NFT community will be invited to participate in the development of new ideas while contributing to the NFT experience, as reported by Vogue Business.
The Via project was announced in June with the launch of a Treasure Trunk token that only selected private sale participants had access to according to the brand’s site. Selected participants will have access to a journey where they can collect a series of digital keys to unlock collectables. The first of which is an orange monogram duffle bag which was revealed during Pharrell Williams’s debut men’s runway show as creative director.
Louis Vuitton’s launch of a Discord server follows the likes of other luxury fashion brands such as Gucci and Prada who have already opened Discord servers. However, as conversations on these servers have become limited to news events, Matt Maher the founder of M7 reportedly said that Louis Vuitton’s Discord strategy with token-gated channels will benefit brand and consumer communications.
As the brand explores Web3 solutions, it has also ensured that it draws customers to its physical and online stores as it recently named Felix Lee, a member of Korean boy band Stray Kids, as its latest house ambassador, aiming to captivate global audiences with his unique creative energy.
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