Key information
A system based on blockchain technology
50 million luxury products registered by 2024
40+ consortium members
LVMH
Blockchain technology at the service of more responsible luxury
A brand that resonates with its ambition: LVMH joins forces with two other big names in the industry – Prada and Cartier – to develop Aura Blockchain Consortium, the first international luxury blockchain open to all industry players. Through this groundbreaking initiative, the Group is leading the way in transparency and accountability.
A Consortium serving the common good of luxury
This unprecedented collaboration between competitors represents a unique and innovative solution to the shared challenge of authenticity, responsible sourcing and sustainability faced by brands. Its objective: to provide customers with transparency and traceability throughout a product’s lifecycle, from raw material to point of sale. It provides access to a product’s history, proof of its authenticity and a guarantee of responsible manufacturing.
AURA, revealing the invisible
From the Latin Aure, meaning breath, the name Aura was recommended by the agency to symbolize the revelation of an invisible dimension of luxury. The know-how and commitment of an entire production chain, from designers and artisans to raw materials... More than just buying a luxury product, we’re also buying a piece of magic, a piece of the invisible. Thanks to blockchain technology, Aura reveals this imperceptible halo around brands for all to see.
The challenge? To create an identity that sublimates the universe of data, code and technology.
This unprecedented collaboration between competitors represents a unique and innovative solution to the common challenge of authenticity, responsible sourcing and sustainability faced by brands.
“As we grow, we are expanding not only our membership, but also our ability to respond to changing industry and consumer demands. By working with us to improve product traceability, these brands preserve their integrity and strengthen trust with their customers.”
Romain Carrère, CEO of Aura Blockchain Consortium.
A dazzling symbol pushing the boundaries of luxury and tech
Luxury has undergone a paradigm shift, and the Aura Consortium Blockchain logotype symbolizes this new, more responsible era. Inspired by data art, the agency pays homage to this precise, cutting-edge technological universe. The precision of its components is reminiscent of the blockchain’s unique, tamper-proof code. Its circular symbol gives it solar power. And its aurora borealis-inspired color, Boreal Blue, illuminates the whole and sublimates the classic, elegant typography, which is in line with the codes of luxury.