LVMH to focus ‘Journées Particulières’ event on 46 brands

LVMH is relaunching its ‘Journées Particulières’ this fall. Under the leadership of Antoine Arnault, the luxury giant’s chief communications officer, the event is opening the group’s sites to the general public for the sixth time; the fifth edition was held in 2022.

“We took a break in 2024 due to the Paris Olympics,” noted the executive, who presented the program in the Moët Hennessy salons, located next to Le Bon Marché in Paris. The executive was accompanied by Hélène Freyss, LVMH’s communications director, as well as artisans from several of the group’s houses who demonstrated these crafts to the press.​

The schedule has now been set: reservations will open in September 2026 on the official website, with the event taking place from October 16 to 18, 2026. “Initially, I thought I’d relaunch the event in 2027,” Antoine Arnault notes. “But it was the heads of the Houses who relayed to me requests from artisans wondering about the revival of the Journées Particulières. We got organised to move the event up to the fall of 2026.”

For this edition, the conglomerate is centring its message around the theme “At the Roots of the Dream.” This overarching theme invites the public to return to the origins of the Houses through a three-part framework: nature, culture, and craftsmanship. But it is craftsmanship that will be prominently featured. And to attract the general public, the event is launching a large-scale communication plan with campaigns featuring Bulgari, Dior, Guerlain, Hennessy, and Louis Vuitton. As part of an effort to appeal to the general public, rugby player Antoine Dupont, an ambassador for LVMH and Louis Vuitton, has also been enlisted to appear in a promotional video for the event.

In total, the program features 65 venues opened by 46 of its 75 brands across 11 countries. In Paris, where 11 sites are participating, Celine’s ready-to-wear ateliers, located in the Hôtel Colbert de Torcy on Rue Vivienne, will open to the public for the first time. Louis Vuitton will unveil its historic workshop in Asnières as well as the Abbaye Vendôme in the Loir-et-Cher region, dedicated to fine leathers. Dior will open the Château de la Colle Noire in the evening. And the Hennessy cooperage in Cognac will showcase its craftsmanship.

The itinerary also includes more unusual or exclusive venues, such as the Paris Match archives- never before revealed to the general public- and Guerlain’s Réserve des Sublimes. The event’s international scope is highlighted by the Louis Vuitton Fabrique du Temps in Switzerland, the Casa Loewe in Madrid- focused on weaving- the Loro Piana site in Ghemme dedicated to knitting, and the historic Bvlgari boutique on Via dei Condotti in Rome.

Across the Atlantic, Tiffany & Co. will open its New York workshop where the “Bird on the Rock” is crafted to showcase gem-setting. In South Africa, Belmond will open the Mount Nelson in Cape Town, while a unique event will bring together several luxury houses in Shanghai to highlight French craftsmanship.

While the event retains its international scope, it will feature fewer venues and crafts than in the past and is not expected to break attendance records of over 200,000 visitors. In fact, in 2022, the event featured 93 venues from 57 brands across 15 countries. Is this a sign that budgets are tightening amid a more complex landscape for luxury goods consumption?

“This isn’t a race to see who can do the most; we’re not trying to break records but to put on a great event. Perhaps we had fallen into the trap of always wanting to feature more venues. We’re taking a ‘less is more’ approach here, with very high-quality formats,” insists Antoine Arnault, who denies any commercial or marketing agenda.

With Les Journées Particulières, the group has chosen to highlight its artisans and the human element rather than just the finished products. And it targets a diverse audience, particularly families and young people. Promoting these trades is also a key priority for LVMH. In the face of recruitment challenges affecting hands-on trades- particularly in jewellery, watchmaking, and the wine and spirits sectors- the event serves as a showcase for professions with a promising future. It can also serve as a bridge to the initiatives of its “You and ME” institute, which are more focused on recruitment.

“The idea is to offer a hands-on experience and direct interaction with artisans at work, rather than a mere passive exhibition,” says Antoine Arnault. This helps foster a connection to the brands and, why not, inspire future careers.