LVMH
JOURNÉE PARTICULIÈRE
Le projet
LVMH JOURNÉE PARTICULIÈRE
OPEN HOUSE !
LVMH is the largest luxury group in the world. But the public used to perceive it as the parent company for its world-famous houses, and little more. The group wanted to show the rich patrimony, meticulous craftsmanship and human talents behind its exquisite products, and to enhance its image as a patron of savoir-faire and tradition.
“Les Journées Particulières de LVMH” became a recurring open-door event giving the public a glimpse into the inner workings of the group’s brands, from the Louis Vuitton ateliers to the Hennessy Cognac cellars.
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ALL AROUND THE WORLD
The first event, in 2011, was an immediate success, worthy of repeating two years later. The 4th time, the challenge was to build upon the public’s enthusiasm by opening sites worldwide and creating additional means of communication. In 2018, the event expanded once again, to 77 sites in 14 countries, 5 continents, with a campaign that included social media films and an Instagram partnership. Sites filled up in less than a minute. The 2018 edition counted more than 180 000 visitors.
A HIGHLY ANTICIPATED RENDEZ-VOUS
By throwing open the doors of its workshops and cellars, “Les Journées Particulières LVMH” has become a highly anticipated rendez-vous and a precious look behind the scenes. It proves that an event can serve as an entire communications campaign, by transforming the public’s impression of the group from a little-known entity to a major supporter of craftspeople, heritage and know-how.
GOLD Stratégies Luxury Awards 2016
GOLD Luxury cristal 2016
GOLD Grand Prix Kréa 2014
Stratégies Communication Awards 2013
GOLD TOP COM Corporate business 2013
GOLD Heavents awards 2013
