American Marketer


LVMH’s Les Journées Particulières hashtag reached 25M consumers in 3 days

May 24, 2016

Image courtesy of LVMH Image courtesy of LVMH


Brands under the Moët Hennessy Louis Vuitton umbrella hosted more than 145,000 visitors during the third edition of “Les Journées Particulières” May 20-22.

With more than 40 maisons and 50 venues participating in this year’s Les Journées Particulières, LVMH was able to present consumers with an exclusive opportunity to view the inner workings of its brands firsthand. For the third edition, LVMH invited more visitors than it has allowed in the past due to consumers' growing interest in behind-the-scenes transparency.

Inner workings
Les Journées Particulières 2016 swung the doors open on the Christian Dior Salons on Avenue Montaigne in Paris, the Louis Vuitton Atelier in Asnières, Chaumet’s salons at the Hotel Baudard de Saint-James on Place Vendôme and Berluti’s bespoke shoe workshop.

New for 2016’s edition, Les Journées Particulières included tours of Guerlain’s production site in Chartres, the Louis Vuitton Atelier in Sainte-Florence in the Vendée region in France, Fendi’s headquarters at the Palazzo della Civiltà Italiana in Rome, Loro Piana’s weaving and textiles factory in Roccapietra, Italy, the Moynat Atelier on Paris’ rue de la Sourdière and Moët & Chandon’s Viticulture and Oenological research institute in Épernay (see story).

LVMH.spirits 400

Illustration courtesy of LVMH

“Les Journées Particulières were once again an opportunity for the group to highlight the richness and diversity of creativity, craftsmanship and savoir-faire at [LVMH’s] maisons,” said Antoine Arnault, CEO of Berluti, in a statement.

“They enabled us to demonstrate to the public both the beauty of these crafts and how essential they are for the world of tomorrow,” he said. “I would like to warmly thank our artisans for having shared their passion with all of our visitors.”

During the three-day event, consumers were welcome to attend masterclasses, workshops and animated activities with brand participants. One man even used Les Journées Particulières as an opportunity to propose to his girlfriend, doing so at Dom Pérignon’s Abbey d’ Hautvillers in France.

Les Journées Particulières also included a nostalgic visit to the Dior Atelier, where a couturier rediscovered a dress she had made for the house in 1956.

LVMH shoes 400

Illustration courtesy of LVMH

The 2016 edition also included a collaboration between LVMH, Facebook and Instagram. LVMH sought to make the Les Journées Particulières experience more inclusive and interactive by allowing 12 young photographers to document the event.

Images generated from Les Journées Particulières have accumulated more than 110,000 likes. Live videos filmed at Les Journées Particulières’ events at Louis Vuitton, Krug and Nicholas Kirkwood were viewed by 25,000 individuals.

LVMH recorded a total of 30,000 interactions in the three days on Facebook alone. Also, the #LJPLVMH hashtag used for Les Journées Particulières was seen by 25 million people.