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This story was published before Summer 2021, when we launched our new digital experience.

Behind the Scenes of LVMH

Courtesy of LVMH

To get the full story of a luxury item—be it a fragrance a handbag a watch or Champagne—one must begin at the beginning of its creation. The initial innovation, and the often-painstaking work that follows, is a part of the process most never get to see. LVMH’s Les Journées Particulières, however, changes that, opening workshop and atelier doors throughout Europe for two days (June 15–16) and allowing aficionados to see first hand the effort and craftsmanship that goes into each piece.

“Our hope is that visitors will be surprised by the deep cultural, historical and emotional experience that this unique event provides through behind-the-scenes access to these emblematic European locations,” says an LVMH spokesperson.

The first open-door invitation in 2011 drew more than 100,000 people to 25 sites. This year, upwards of 40 workshops in France, Italy, Spain, Switzerland, the United Kingdom and Poland will be open for tours. Visitors will gain access to (among others) the Louis Vuitton special-orders workshop in Asnières, France; Christian Dior’s haute-couture studios in Paris; Acqua di Parma in Milan; the Guerlain fabrication site in Orphin, France; the Glenmorangie distillery in Scotland; and TAG Heuer and Hublot in Switzerland.

While the main purpose of the celebration is to show off LVMH’s highly trained craftspeople—shoemakers, couturières, watchmakers, cellar masters, jewelers, chefs—it also highlights the magnificent artisanal heritages that many European countries keep alive. “The event seeks to let consumers share the passion of the group’s artisans,” says the spokesperson, “who are all inspired by the same quest for excellence.”


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