The Aura Blockchain Consortium opens up to luxury furniture, welcoming Poltrona Frau and Savio Firmino. In the coming months, the two new Italian brands will also implement customized Digital Product Passport (DDP) initiatives for their products. 

Aura Blockchain welcomes two luxury furniture brands Poltrona Frau and Savio Firmino

News from Aura Blockchain, which has announced that it has welcome two new Italian luxury brands: Poltrona Frau and Savio Firmino. The Consortium that promotes innovation in the luxury sector through blockchain technology is now also expanding into luxury furniture.

By becoming Associate Members of the Aura Blockchain Consortium, Poltrona Frau and Savio Firmino intend to enhance authenticity, traceability, and sustainability for their consumers.

Specifically, each brand plans to implement customized initiatives of Digital Product Passport (DPP) for its products in the coming months. 

Thanks to the collaboration with Aura, Poltrona Frau and Savio Firmino will develop immutable digital identities and ownership certificates for their furniture, based on blockchain. 

Aura Blockchain began promoting its business in 2021, growing from four to more than 50 brands across the entire luxury landscape. 

Aura Blockchain and luxury furniture with Poltrona Frau and Savio Firmino

The new partnership between the two Italian brands and Aura Blockchain aims primarily to achieve traceability for the luxury furniture sector. 

Poltrona Frau will initially provide the DPPs for two of the brand’s most iconic products: the Vanity Fair and the Archibald Collection. Subsequently, the DPP will be extended to its entire collection. 

Savio Firmino also plans to implement Digital Product Passports for its flagship pieces, starting with the iconic children’s collection “Notte Fatata”. 

In reality, Savio Firmino has been registering its products on a blockchain since 2021, but it chose to change blockchain provider seamlessly in 2024 in order to gain access to the experience of Aura Blockchain Consortium. 

In this regard, Romain Carrere, CEO of Aura Blockchain Consortium, stated:

“We are excited to collaborate with Poltrona Frau and Savio Firmino, as Aura Blockchain Consortium strengthens its footprint in the luxury furniture landscape. Our community embraces the entire luxury sector and it is a pleasure to bring our expertise to the furniture field. Working together, we look forward to advancing the luxury furniture sector, cultivating traceability, safeguarding authenticity, and redefining the customer experience.”

LVMH, ConsenSys and Microsoft Azure: the protagonists behind Aura

The blockchain of Aura has existed since 2019 and was launched by the luxury brand conglomerate LVMH, together with ConsenSys and Microsoft Azure.

At that time, there was talk of a authorized Ethereum blockchain, capable of tracking luxury goods. 

In fact, Aura Blockchain was built on Quorum, an authorized version of Ethereum that focuses on data privacy and developed by JPMorgan. 

The first two brands to develop their projects were Louis Vuitton and Christian Dior.

A few months after its launch, then, LVMH decided to open its Aura blockchain to competitors as well. In this way, Aura Blockchain has become over the years a true platform dedicated to luxury goods.