American Marketer


LVMH plans fourth open house showcase for 2018

December 11, 2017

Les Journées Particulières puts LVMH employees front and center. Image credit: LVMH


French conglomerate Moët Hennessy Louis Vuitton will host the fourth edition of its Les Journées Particulières event next year.

Originally launched in 2011, Les Journées Particulières gives consumers the opportunity to get a behind-the-scenes look at the inner workings of LVMH’s houses. Past editions have drawn large crowds, with 2016’s open house seeing 145,000 attendees.

Behind the scenes
Slated for Oct. 12 through 14, Les Journées Particulières will offer an inside look at more than 40 of LVMH’s houses. Highlighting both the brands’ savoir-faire and their heritage, visitors will get a taste of the craftsmanship and skill that go into the company’s products.

The last edition in 2016 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.

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.

Beyond the visitors to the physical sites, LVMH saw significant engagement on social media.

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 (see story).

“Les Journées Particulières is a special opportunity for the LVMH Group to share the passion that inspires all our employees,” said Antoine Arnault, CEO of Berluti and member of the LVMH board of directors. “In 2018 the event will more than ever underline our commitment to artisanal excellence, along with our strong contemporary engagement."