LVMH has launched its Journées Particulières open-house event in Chine for the first time, according to WWD. The public opening took place on Thursday evening at the Louis Vuitton villa in Zhangyuan, Shanghai, a lively shopping destination where two historic villas are welcoming the public.
This launch is part of Louis Vuitton's strategy to revive demand in Chine, after a sharp slowdown in the region. Quinze houses of the group are taking part in the event, spread across four sectors.
A programme expanded to three days
L'événement runs from Friday to Sunday. It allows visitors to discover how Louis Vuitton trunks are made, admire Berluti's leather tattoo craftsmanship, and take part in workshops organised by Tiffany & Co., Bulgari, Zenith, Maison Francis Kurkdjian and other houses. DIY workshops for children round out the programme.
L'événement also extends to the Chandon winery, in Ningxia, founded more than 10 years ago. In Hong Kong, Officine Universelle Buly is offering free calligraphy classes at its Central store, while The Louis is renovating two galleries dedicated to the house's love of Art Deco and its ties to Chine.
Longstanding ties claimed
Antoine Arnault, image and environment director at LVMH, said « nos maisons entretiennent des liens de longue date avec la Chine depuis plus de 160 ans, et nous partageons une appréciation profonde de la créativité et du savoir-faire ». He stated that the group now counts 90 Chinese Virtuoses to date, with nine more set to be honoured that same day in Paris.
He presented this edition's theme, « At the Source of Dreams », as an invitation to return to the origins of the houses, to the landscapes and cultures that inspire them, and to the people who bring them to life.
Michael Schriver, president of LVMH North Asia, said that « le savoir-faire exceptionnel est un langage commun entre l'Orient et l'Occident » and that Chine is also a place where a distinctive form of luxury is being created. Andrew Wu, president of LVMH Greater China for two decades, noted that this year marks the 25th anniversary of Chine's accession to the WTO, recalling that Louis Vuitton had been the country's first fully foreign-owned retailer to receive a business operating licence, numbered 001.
The Journées Particulières programme is now in its sixth edition. It will take place across 65 locations in 11 countries, including 23 for the first time, with 10 evening events added.
