3 juin 2013
LVMH opens the doors

LVMH does not go about doing things like everyone else. Of course not, because they deal in a market based on exclusivity, excellence and exception – the luxe. So when they open the doors to the 30 brands they own, they do not call it « portes ouvertes » like other companies, but « journées particulières ». Last year, the first edition held by Antoine Arnault, the dauphin, was certainly a test. It turned out a total success; long queues, a delight for the employees to display and discuss their products, it was simply a wonderful occasion for customers to get to the heart of the savoir faire of these famous labels; in liquors and wine, Hennessy, Chateau d’Yquem, Chateau Cheval Blanc, Belvedere vodka, Glenmorangie whisky and of course champagnes including Dom Perignon, Krug, Veuve Clicquot, Ruinart and Moët et Chandon (particularly visible in The Great Gatsby film…) there are so many places of excellence that you will be able to visit throughout France, but also further afield in Poland, Spain or Scotland, to discover what’s behind the « MH » today; For the LV, thanks to their very efficient website, you will able to scroll to a list of all the places open such as, for the first time, the Guerlain factory at Orphin near Paris, and in the South East, Maarsaz, where Vuitton’s bags are made; London is the place to go if you want to learn how to tailor a shirt in Pink’s Jermyn Street store, unless you prefer Loewe in Spain or Fendi near Florence.

A kingdom all over Europe

For watches, head to Switzerland, where Tag Heuer and Hublot will welcome visitors to their workshops. Jewel lovers will make a bee-line for the Place Vendôme to visit the Chaumet museum in their hotel particulier or hop into their private jet to Bulgari’s original boutique in Rome. Thus, from Sotland to Poland, Spain to Italy, Bordeaux to Champagne, it will be hard to see every one of the tremendous places the LVMH kingdom owns throughout Europe, but with some judicious planning, it will be a fantastic weekend to access places such as the first studio and private house of Louis Vuitton in Asnières, take classes in bakery, gastronomy or pastry at the Grande Epicerie, or enjoy an exclusive after-hours guided tour round the 32,000 m2 of Le Bon Marché on Sunday, partly designed by Gustave Eiffel and the inspiration for the French novel Au Bonheur des Dames by Emile Zola, those who remember the Marx Brothers’ The Big Store will know what I mean… Lastly, parents will have a great opportunity to visit the Jardin d’Acclimatation for free, with many attractions including ponies, magic and more, it’s the third biggest attraction park in Europe, created by Napoleon III and his wife Princess Eugenie in the Bois de Boulogne, just behind the Fondation LVMH designed by Frank Gehry which is taking shape and due to open in 2014. Another part of the kingdom.

On June 15th and 16th, further information on the website www.lesjourneesparticulieres.fr

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