Minds + Machines to launch .luxe domain to the web and Ethereum

Minds + Machines Group announced on Wednesday that the forthcoming launch of .luxe, the first top-level domain designed to resolve both on the world wide web and the ‘Ethereum’ blockchain, would occur as the company performs the market opening ceremony at the London Stock Exchange on 26 October.

The AIM-traded firm said that currently, there was no interoperable naming convention across the world wide web and blockchain universes.

On the fastest growing blockchain, Ethereum, 42-character randomly-generated alphanumeric strings presently served as the public identifiers for the 43 million Ethereum assets now in circulation on that blockchain.

Through .luxe, Minds + Machines claimed human readable names could serve as the public identifier for businesses, individuals and assets on the Ethereum blockchain, helping to improve ease-of-use and trust between counter parties.

The same .luxe name could also be used on the World Wide Web, which the company claimed could help to further improve transparency and trust between counter parties.

“We are deeply honoured to have the opportunity to open the London markets to celebrate the launch of .luxe,” said Minds + Machines chief executive officer Toby Hall.

“We look forward to celebrating the forthcoming launch of the extension with our partners and raising awareness for the .luxe naming standard across the public company and fintech communities that the London Stock Exchange Group champions.”