{"id":69779,"date":"2026-08-26T05:35:44","date_gmt":"2026-08-26T05:35:44","guid":{"rendered":"https:\/\/www.europesays.com\/france\/69779\/"},"modified":"2026-08-26T05:35:44","modified_gmt":"2026-08-26T05:35:44","slug":"lvmh-to-focus-journees-particulieres-event-on-46-brands","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/france\/69779\/","title":{"rendered":"LVMH to focus ‘Journ\u00e9es Particuli\u00e8res’ event on 46 brands"},"content":{"rendered":"

\n LVMH<\/a> is relaunching its ‘Journ\u00e9es Particuli\u00e8res’ this fall. Under the leadership of Antoine Arnault<\/a>, the luxury giant\u2019s chief communications officer, the event is opening the group\u2019s sites to the general public for the sixth time; the fifth edition was held in 2022.<\/p>\n

\"AntoineAntoine Arnault, center, surrounded by artisans and experts from various houses within the group – Dorian Prost\/LVMH<\/p>\n

\u201cWe took a break in 2024 due to the Paris Olympics<\/a>,\u201d noted the executive, who presented the program in the Mo\u00ebt Hennessy salons, located next to Le Bon March\u00e9<\/a> in Paris. The executive was accompanied by H\u00e9l\u00e8ne Freyss, LVMH\u2019s communications director, as well as artisans from several of the group\u2019s houses who demonstrated these crafts to the press.\u200b<\/p>\n

The schedule has now been set: reservations will open in September 2026 on the official website, with the event taking place from October 16 to 18, 2026. \u201cInitially, I thought I\u2019d relaunch the event in 2027,\u201d Antoine Arnault notes. \u201cBut it was the heads of the Houses who relayed to me requests from artisans wondering about the revival of the Journ\u00e9es Particuli\u00e8res. We got organised to move the event up to the fall of 2026.\u201d<\/p>\n

For this edition, the conglomerate is centring its message around the theme \u201cAt the Roots<\/a> of the Dream.\u201d This overarching theme invites the public to return to the origins of the Houses through a three-part framework: nature, culture, and craftsmanship. But it is craftsmanship that will be prominently featured. And to attract the general public, the event is launching a large-scale communication plan with campaigns featuring Bulgari<\/a>, Dior<\/a>, Guerlain<\/a>, Hennessy, and Louis Vuitton<\/a>. As part of an effort to appeal to the general public, rugby player Antoine Dupont, an ambassador for LVMH and Louis Vuitton, has also been enlisted to appear in a promotional video for the event.<\/p>\n

In total, the program features 65 venues opened by 46 of its 75 brands across 11 countries. In Paris, where 11 sites are participating, Celine<\/a>\u2019s ready-to-wear ateliers, located in the H\u00f4tel Colbert de Torcy on Rue Vivienne, will open to the public for the first time. Louis Vuitton will unveil its historic workshop in Asni\u00e8res as well as the Abbaye Vend\u00f4me in the Loir-et-Cher region, dedicated to fine leathers. Dior will open the Ch\u00e2teau de la Colle Noire in the evening. And the Hennessy cooperage in Cognac will showcase its craftsmanship.<\/p>\n

The itinerary also includes more unusual or exclusive venues, such as the Paris Match archives- never before revealed to the general public- and Guerlain\u2019s R\u00e9serve des Sublimes. The event\u2019s international scope is highlighted by the Louis Vuitton Fabrique du Temps in Switzerland, the Casa Loewe<\/a> in Madrid- focused on weaving- the Loro Piana site in Ghemme dedicated to knitting, and the historic Bvlgari boutique on Via dei Condotti in Rome.<\/p>\n

Across the Atlantic, Tiffany & Co. will open its New York workshop where the \u201cBird on the Rock\u201d is crafted to showcase gem-setting. In South Africa, Belmond will open the Mount Nelson in Cape Town, while a unique event will bring together several luxury houses in Shanghai to highlight French craftsmanship.<\/p>\n

While the event retains its international scope, it will feature fewer venues and crafts than in the past and is not expected to break attendance records of over 200,000 visitors. In fact, in 2022, the event featured 93 venues from 57 brands across 15 countries. Is this a sign that budgets are tightening amid a more complex landscape for luxury goods consumption?<\/p>\n

\u201cThis isn\u2019t a race to see who can do the most; we\u2019re not trying to break records but to put on a great event. Perhaps we had fallen into the trap of always wanting to feature more venues. We\u2019re taking a \u2018less is more\u2019 approach here, with very high-quality formats,\u201d insists Antoine Arnault, who denies any commercial or marketing agenda.<\/p>\n

With Les Journ\u00e9es Particuli\u00e8res, the group has chosen to highlight its artisans and the human element rather than just the finished products. And it targets a diverse audience, particularly families and young people. Promoting these trades is also a key priority for LVMH. In the face of recruitment challenges affecting hands-on trades- particularly in jewellery, watchmaking, and the wine and spirits sectors- the event serves as a showcase for professions with a promising future. It can also serve as a bridge to the initiatives of its \u201cYou and ME\u201d institute, which are more focused on recruitment.<\/p>\n

\u201cThe idea is to offer a hands-on experience and direct interaction with artisans at work, rather than a mere passive exhibition,\u201d says Antoine Arnault. This helps foster a connection to the brands and, why not, inspire future careers.\n <\/p>\n

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