LVMH BlockchainGiven the code name AURA, the LVMH blockchain is expected to go live this May or June. It will launch first with the Louis Vuitton and Parfums Christian Dior brands, and then extend to include LVMH's 60 luxury brands. If all goes well, then competitor brands will eventually be added to AURA.
Incognito ProjectThe company has reportedly enlisted a full-time blockchain team that has been working on the project for over a year. Kept under the radar, this team has worked closely with Ethereum design studio ConsenSys and Microsoft Azure. >> OKEx Blockchain: The OKChain will Test-Launch in June As such, AURA is built using a version of the Ethereum blockchain called Quorum—a blockchain developed by JPMorgan and which focuses on data privacy. According to CoinDesk, the platform will work as follows:
“To begin with AURA will provide proof of authenticity of luxury items and trace their origins from raw materials to point of sale and beyond to used-goods markets. The next phase of the platform will explore protection of creative intellectual property, exclusive offers and events for each brands’ customers, as well as anti-ad fraud.”