LVMH : la puissance d’un groupe de renommée mondiale
Si vous ne vivez pas comme un ermite depuis 30 ans, vous connaissez forcément LVMH, le leader mondial des produits de luxe qui a généré plus de 42 milliards d’euros de chiffre d’affaires en 2017. Le groupe français est présent dans 6 secteurs d’activités; les vins & spiritueux, la mode & maroquinerie, les parfums & cosmétiques, les montres & joaillerie, la distribution sélective et d’autres activités telles que la presse écrite ou la radio. LVMH détient 70 maisons dont Dior, Fendi, Givenchy, Guerlain, Chaumet, Sephora, Ruinart et je m’arrête là car la liste est longue ! Si vous êtes curieux de découvrir les autres maisons, rendez-vous ici : https://www.lvmh.fr/les-maisons/
Les Journées Particulières ont été lancées en 2011, à l’initiative d’Antoine Arnault, fils du PDG de LVMH. Son but était de faire découvrir à un public varié la diversité des métiers et des savoir-faire des maisons du groupe, sympa de sa part me direz vous ! Ces journées sont une occasion pour mettre en valeur l’excellence artisanale des différentes maisons et révéler l’identité du groupe, qui peut parfois être absorbée par ses multiples activités.
Alors vous êtes content d’apprendre ça, mais vous vous demandez peut-être pourquoi est-ce qu’elles sont « particulières » ?
Bon déjà quand on y pense, le premier groupe mondial de luxe qui fait des JPO, c’est quand même pas commun et ça nous intrigue un peu du coup …
L’objectif principal de ces prestigieuses journées est de mettre à l’honneur des métiers rares dont on n’entend pas toujours parler tels que les horlogers, les couturières, les dames de table, les premières d’atelier, les maîtres de chai, les malletiers, les remueurs ou encore les bottiers. Un remueur… une dame de table… vous vous demandez de quoi je vous parle là non ? Du coup je sors mon dico et je vous explique ! Un remueur c’est une personne qui a un savoir-faire d’excellence dans le champagne et dont le rôle est de tourner les bouteilles d’1/8 ou d’1/4 de tour, à gauche ou à droite tout en la redressant progressivement de l’horizontale à la verticale. Cela permet au dépôt de ramasser les plus petites particules et ainsi d’obtenir un vin parfaitement limpide. Facile vous dites ? Eh bien non car cette technique manuelle demande en réalité des années d’expérience et n’est souvent utilisée que pour les grands crus et seulement par quelques maisons qui conservent les traditions.
Mais sinon, un peu plus en détail, ça donne quoi les journées portes ouvertes des maisons de LVMH ?
Lors des dernières Journées Particulières, 56 des 70 Maisons étaient présentées au public dans 77 lieux d’exception situés dans 14 pays et répartis sur les 5 continents. Le public a ainsi pu visiter les Fontaines Parfumées de Grasse qui regroupent les maisons de parfum de Christian Dior et Louis Vuitton, la maison de parfumerie Acqua di Parma en Italie, visiter la Colle Noire à Montauroux dans le Var, dernière demeure de Christian Dior et l’Académie de Sephora ou encore découvrir les domaines de champagnes (Veuve Clicquot Ponsardin, Ruinart, Moët & Chandon…) et les maisons horlogères Zenith, TAG Heuer et Hublot en Suisse. Les Journées Particulières permettent donc de révéler au grand public la créativité des artisans et le patrimoine architectural et culturel des différentes maisons de LVMH… Ça donne envie non ? En tout cas, elles ont remporté un vif succès car depuis leur début, les Journées Particulières ont accueilli plusieurs centaines de milliers de visiteurs. La France étant le pays de référence dans le domaine du luxe, le succès de l’opération reflète clairement l’attachement du public à ce patrimoine d’excellence ainsi qu’aux lieux de grande tradition artisanale (caves, hôtels particuliers, boutiques historiques).
Alors, je vous ai donné envie d’y assister et vous vous demandez comment participer à ces fameuses journées ?
Déjà, argument de choc, sachez que ces Journées sont gratuites ! Vous pouvez réserver des billets coupe-file un mois à l’avance ou bien vous présenter de manière spontanée dans les lieux ouverts sans réservation. Si vous optez pour les coupe-file, ce qui est probablement mieux on se le cache pas, vous pouvez créer votre profil en ligne sur le site www.lesjourneesparticulieres.fr et quelques jours après vous pourrez réserver votre billet coupe-file. Mais soyez rapide car les places sont chères ! En 2018, les sites parisiens ont été complets en moins d’une demi-heure.
Si vous êtes intéressé par LVMH et que vous voulez en savoir plus sur la maison Louis Vuitton, je vous invite à découvrir cet article : https://gnitekram.fr/vuitton-pinault-la-guerre-des-fondations-aura-bien-lieu/
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