In 2011, the LVMH Group debuted the "Les Journées Particulières" Open House for the first time in the day so that the public could really go into luxury. 100,000 spectators visited Dior's Fragrance Square, enjoying gourmet food and wine at the picturesque vineyards of the Group's headquarters, as well as seeing the production of expensive items.
At that time, Bernard Arnault, president of LVMH Group, explained to the "Ladies' Day" the original intention of the event: "I think this is a brand new way for the LVMH Group to communicate with the customers. Goods are an item, but how do we do it? It's the public's interest to do who and where they are doing. "
In 2013, it was the second event, changing its duration from one day to two days and increasing the number of visitors to 120,000. In the third event recently announced, LVMH also announced the two-day increase to three days.
May 20, 21 and 22, 2016, the public will be able to choose from a number of European cities where you want to visit the leather factory, perfume workshops, gardens and other production sites, of course, these properties are owned by the group.
According to "Ladies' Daily" reported that this year there will be 40 brands added to the event, a total of 50 open locations. New additions include the Cloth Factory in Roccapietra, Italy, the De Beers jewelery store on Old Bond Street in London, the Guerlain cosmetics factory in Chartres in France and the Louis Vuitton Foundation Museum designed by architect Frank Gehry.
In recent years, European luxury goods groups are more willing than ever to adjust their pace of openness to the public. In today's downturn in luxury goods industry, to create a good store experience, do more exhibitions and advertisements are not as direct invitation to come to the house to come directly.
At the event, brands such as Givenchy, Fendi, Dior, Loewe, Louis Vuitton and Tag Heuer all expressed their support. They also actively cooperated with social media such as Instagram and Facebook, and expect the public to create a new topic instead of brand brushing and explosion network.
Later this month, LVMH will also release a digital ad to encourage people to book early. The reservation system will open on March 21.