Lady LUX

LVMH has plans to open doors, but not to another store. Luxury goods conglomerate LVMH Moët Hennessy Louis Vuitton will welcome the public into its jewelry workshops, vineyards and leather goods studios on Oct. 15 and 16, giving a peak into the operations behind the affluent brand group, reported WWD.

“I think it’s a new way for the LVMH group to communicate,” said Antoine Arnault, a director at LVMH and CEO at Berluti, said to WWD.

At hundreds of locations throughout France — as well as at a few sprinkled in other European countries — 22 LVMH companies, from whiskey maker Glenmorangie to Parfums Christian Dior, will welcome visitors into their facilities.

Inspired by France’s participation in European Heritage Days—a tradition in which European countries receive the public in government buildings—Arnault aims to tap into consumers’ curiosity about the artisans and techniques behind major brands.

“Products are one thing, but how they’re made, who makes them, and where is also of interest to the public,” he said.

As space is limited, reservations will be available online — on a first come, first serve basis — for half of the open spots. For those who miss out, drop-ins will be allowed as room permits.

Look for LVMH’s ad campaign starting June 20 to sign up or learn more.

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