LVMH Launches Fourth Edition of Les Journes Particulires

The fourth edition of Les Journées Particulières by LVMH, an event
created in 2011 at the initiative of Antoine Arnault, will take place on
October 12, 13 and 14, 2018. Unique in its scope and content, Les
Journées Particulières takes on a new dimension this year: 56 Maisons
from the LVMH group will be open to the public and the Group will invite
visitors to discover 76 exceptional places on four continents, 38 of
which have not been previously open to the public. The program centers
on the five senses to showcase the savoir-faire and creativity of
artisans, along with the architectural and cultural heritage of LVMH
houses. To support an event inspired by generosity, openness and a
desire to share exceptional places and creations with everyone, LVMH is
unveiling a campaign that invites the public to open the doors to its
Maisons. The campaign is designed to enrich the experience both before
and after the event, thanks to compelling interactive digital content.

The principle behind Les Journées Particulières remains unchanged: offer
a broad and diverse public an opportunity to discover the elements that
give LVMH houses – some of them founded centuries ago – their unique
identity. Each place will propose a distinctive and original tour
designed by the host House. The emphasis during this fourth edition will
be on experiences, interaction and surprises, as well as opportunities
for the public to meet the Group’s artisans and creative talents.

“Les Journées Particulières was designed to embody our Houses’
hospitality and energy, and echoes the vital role that the act of
transmitting plays for the LVMH Group: our aim is to share our diverse
heritage, extensive savoir-faire and concrete innovations. This
unmatched event has stepped up to the mark; each edition involves a
growing number of Houses, talents and visitors, making this 4th
edition a global celebration of the world of art, and craftmanship,”
says Antoine Arnault, Chief Executive Officer of Berluti, Chairman of
Loro Piana and founder of Les Journées Particulières.

This year, Les Journées Particulières will welcome the public on four
continents, with 23 Maisons taking part for the first time, including
Cloudy Bay in New Zealand, Cape Mentelle in Australia, Terrazas de Los
Andes in Argentina, Royal Van Lent / Feadship in the Netherlands,
Benefit Cosmetics in San Francisco, Newton in Nappa Valley, Sephora in
the United States and Europe, Cova in Milan, Les Tanneries Roux in
Romans-sur-Isère, as well as Rimowa in Cologne and the T Fondaco dei
Tedeschi by DFS in Venice. The opening of these new sites reflects the
growing international reach of both Les Journées Particulières and the
LVMH Group.

Iconic sites that took part in previous editions will once again welcome
the public, such as LVMH’s Champagne and Cognac Maisons, the Château
Cheval Blanc and Clos des Lambrays wine estates, the salons of
prestigious Parisian houses (Dior, Guerlain, Chaumet, Givenchy), along
with treasures of Italian fashion and jewelry (including Fendi, Pucci
and Bvlgari).

What’s more, several Maisons that have been part of Les Journées
Particulières since the beginning will open new places in October. The
public will be able to visit Les Fontaines Parfumées in Grasse (the
perfume creation workshop shared by Parfums Christian Dior and Louis
Vuitton), the Louis Vuitton prototype workshop in the center of Paris
and the Louis Vuitton workshop in Ducey, Normandy. It will also be
possible to reserve an exclusive tour of La Colle Noire, Christian
Dior’s last residence in Montauroux.

An international advertising campaign across digital, print and display
media will support the fourth Journées Particulières event. The campaign
will spark the public’s curiosity to learn more and at the same time
increase the experience of the event. With powerful visual impact, and
the metaphor of the lock, the campaign invites the public to discover
the secrets of the houses backstage. Digital content will propose a
progressive immersion into the world of LVMH Maisons on social media,
along with newsletters that will be open to subscription on June 21.
Future visitors will then be able to create their online profile
starting September 13 to prepare for pre-registration from September
24-30. Although the event is open to everyone, pre-registration gives
people a chance to receive a priority pass for themselves and up to
three guests. To increase the experience, LVMH is creating powerful
digital resonance for Les Journées Particulières ahead of, during and
after the event through highly attractive content posted on the
dedicated website and different LVMH social media spaces.

This innovative content is an invitation to journey even further into
the heart of LVMH houses with “Confidences Particulières” an exclusive
series of “sound tour” podcasts. Beginning in September, these
recordings will let visitors meet the creative talents and artisans of
LVMH Maisons who perpetuate, cultivate, revisit and transcend the
Group’s exceptional heritage through their creations and craftsmanship.
With this immersive, experiential content, LVMH invites the public
behind the scenes to discover timeless and exceptional savoir-faire.

“Every day at LVMH, our Houses’ talents make a difference as they
embody the core values behind the Group’s success: excellence,
entrepreneurship, creativity and innovation. The Journées Particulières
is a unique event which showcases our artisans’ passion for creativity
and their trades, and where the general public is able to meet the
Houses’ talents. The event is an invitation to discover exceptional
venues and carefully-preserved savoir-faire,” said Bernard Arnault,
Chairman and Chief Executive Officer of LVMH.

Les Journées Particulières has received the “Année Européenne du
Patrimoine Culturel 2018” label.

Find out more:


Key figures:



LVMH Moët Hennessy Louis Vuitton is represented in Wines and Spirits
by a portfolio of brands that includes Moët & Chandon, Dom Pérignon,
Veuve Clicquot Ponsardin, Krug, Ruinart, Mercier, Château d’Yquem,
Domaine du Clos des Lambrays, Château Cheval Blanc, Colgin Cellars,
Hennessy, Glenmorangie, Ardbeg, Belvedere, Woodinville, Chandon, Cloudy
Bay, Terrazas de los Andes, Cheval des Andes, Cape Mentelle, Newton,
Bodega Numanthia and Ao Yun. Its Fashion and Leather Goods division
includes Louis Vuitton, Christian Dior Couture, Céline, Loewe, Kenzo,
Givenchy, Thomas Pink, Fendi, Emilio Pucci, Marc Jacobs, Berluti,
Nicholas Kirkwood, Loro Piana and RIMOWA. LVMH is present in the
Perfumes and Cosmetics sector with Parfums Christian Dior, Guerlain,
Parfums Givenchy, Kenzo Parfums, Perfumes Loewe, BeneFit Cosmetics, Make
Up For Ever, Acqua di Parma, Fresh, Kat Von D and Maison Francis
Kurkdjian. LVMH’s Watches and Jewelry division comprises Bvlgari, TAG
Heuer, Chaumet, Dior Watches, Zenith, Fred and Hublot. LVMH is also
active in selective retailing as well as in other activities through
DFS, Sephora, Le Bon Marché, La Samaritaine, Royal Van Lent and Cheval
Blanc hotels.

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