From May 20th to 22nd, LVMH's 3rd Public Visit Day event, Journées Particulières, will be held throughout Europe to provide the public with a unique opportunity to visit leather workshops, fragrance laboratories, vineyards and other production sites for free.
Antoine Arnault, the son of Bernard Arnault, CEO of LVMH Group and Chairman of the Board of Directors, is the head of the event. He also oversees LVMH's luxury footwear brand Berluti and luxury cashmere brand Loro Piana.
The LVMH campaign was very popular. It attracted nearly 100,000 visitors when it was first held in 2011 and it attracted 120,000 visitors in 2013. Arnault said that more than 40 brands have agreed to participate, covering 50 different production sites, distributed in France, Italy, Spain, Switzerland, the United Kingdom and Poland.
Patrice Wagner, CEO of LVMH's Le Bon Marché department store in France, said that the public can visit the kitchen at the La Grande Epicerie de Paris food court and watch the chef make the bread and pastry process.
The Louis Vuitton Foundation's Art Museum, designed by the famous architect Frank Gehry, is also open.
In recent years, Europe's top luxury manufacturers have tried to communicate their craft skills and culture through advertising marketing, in-store demos, exhibitions and installations.
The LVMH Group has more than 100 manufacturing sites in France and employs nearly 50,000 people in Europe, including 23,000 people in France. It has a large portfolio of luxury brands, including champagne makers Krug and Dom Perignon, and French fashion brands. Givenchy, Fendi, Dior, leather experts Loewe and Louis Vuitton, Swiss watch manufacturers Tag Heuer and Hublot, Polish vodka manufacturer Belvedere, Scotch whisky brand Glenmorangie and so on. Arnault stated that the inherited artisan craftsmanship of its brands has been the core task of the LVMH Group.
To expand the social impact of this event, LVMH will also work with social networking sites Instagram and Facebook to fully present exhibiting brand studios, artisans and on-site photos via the Internet, and even provide online virtual displays.
The public can book tickets online from March 21st, but about half of the tickets will be issued on the opening day.
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