LVMH opens 71 workshops in 13 countries to the public for Les Journées Particulières
A rare look inside luxury ateliers, and a brand event worth reading with its purpose in mind.
LVMH opened the workshops, production sites, cellars and archives of 45 of its houses to the public free of charge from October 16 to 18, the first Journées Particulières since 2022, Oui Speak Fashion reports. The sixth edition covered 71 venues in 13 countries, 26 of them opening for the first time, under the theme "Aux Racines du Rêve." Shanghai opened the event with the country's first collective edition at Maison LVMH in the Zhangyuan district.
In Tokyo, Rimowa showed its Re-Crafted repair and refurbishment programme as a pop-up for the first time, and in Paris 69 artisans were named new LVMH Virtuosos. Antoine Arnault said the event avoided VR and AI staging to show artisans as they are and was not a customer promotion.
Signal CheckReal craft on show, staged by the brand
How much is substance, and how much is paid or hype?
This is LVMH's own showcase and the coverage leans on its figures and messaging. What holds up: free public access to working ateliers and named artisans, which is genuinely rare. What doesn't: "not a customer promotion" is the company's framing; it is still brand-building.
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LVMH
After exploring LVMH Opens Artisans' Workshops at 71 Venues in 13 Countries for Les Journées Particulières, to see how many houses that is, read LVMH.
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