Berluti artisan at work
Luxury conglomerate Moët Hennessy Louis Vuitton is again inviting consumers into its heritage sites through a group-wide event.
Scheduled for May 20-22 in 2016, Les Journées Particulières enables visitors to enter the inner workings of all of its houses, including workshops, vineyards, private maisons and historic boutiques. The last time LVMH held the event, in 2013, it drew crowds of more than 100,000 spectators, which shows the interest in this type of experience.
Seeing firsthand
LVMH held the first Les Journées Particulières in 2011. Taking place across 25 locations, the event focused on the artisanship behind its products that is specific to the regions where craftsmen learn the necessary skills.
Consumers could visit temporary exhibits, attend conferences and demonstrations, participate in workshops and take part in evening events.
In 2013, the event expanded to include 40 different spaces where consumers could connect, including watchmakers and ateliers opening their workshop doors.
While LVMH has not shared details yet for this edition, previous iterations included an online registration to the public.
Crowd at Les Journées Particulières
Individual LVMH houses have worked to provide access to consumers through permanent heritage displays.
French leather goods maker Louis Vuitton is giving enthusiasts a glimpse into the heart of its brand through a new atelier-based museum.
The second Louis Vuitton retrospective space developed by the brand within a year’s time offers consumers a more intimate and personal look into the house’s inner workings. While the Frank Gehry-designed Fondation Louis Vuitton may serve as a fashion and cultural icon for Paris, the smaller La Galerie at Asnières-sur-Seine may be more attractive for those looking to be completely immersed in the house’s heritage (see story).