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The LVMH Cultural Olympics
An XXL attraction for young and old, designed by the luxury giant
Lifestyle
April 16th, 2024
April 16th, 2024
This summer, alongside the 2024 Olympic and Paralympic Games, luxury giant LVMH is set to unveil a series of exhibitions and artistic creations highlighting the world of sports. Under the theme of the Cultural Olympiad, the headquarters of LVMH's iconic houses such as Berluti, Dior, Guerlain, Louis Vuitton, and La Samaritaine will be transformed into unique cultural spaces, offering a customized experience to all visitors to the capital. This initiative aims to combine art, sports, and Olympic values, reflecting the vision of Pierre de Coubertin, the founder of the modern Olympics, who advocated for the union of "muscle and mind." Additionally, it also serves as a strategy to attract the attention of LVMH's main target audience: tourists. These activations will revolve around five locations and five highlights.
Guerlain on the Champs-Élysées (June 6 to September 12, 2024)
Guerlain will celebrate gold, a source of inspiration for athletes worldwide, through the photographic exhibition Or Norme. This exhibition will bring together the works of sixteen renowned artists, including Yves Klein, Isabel Muñoz, Martin Parr, and Pierre et Gilles, capturing the magic and fascination for this precious metal.
Dior Gallery on rue François Iᵉʳ (June 19 to September 9, 2024)
Nestled in one of Paris's most prestigious neighborhoods, the Dior Gallery will showcase a series of photographs highlighting the boldness, creativity, and excellence of the house's sports ambassadors. This exhibition will celebrate the harmonious marriage between the world of sports and high fashion.
LV DREAM on quai de la Mégisserie (June 18 to December 31, 2024)
Located on the banks of the Seine, opposite the famous Pont Neuf, LV DREAM is renowned for shedding light on the history and heritage of Louis Vuitton. By exploring the brand's artistic, historical, and contemporary collaborations, visitors will be invited to immerse themselves in a world of elegance and innovation. For the occasion, a room will be dedicated to exploring the deep connections between sports and the house through archives, photographs, and iconic objects.
Louis Vuitton Foundation on avenue du Mahatma Gandhi (May 7 to September 9, 2024)
Designed by architect Frank Gehry, the Louis Vuitton Foundation is itself an architectural masterpiece. In this exceptional setting, the exhibition "The Collection, Meeting with Sport" will be held in parallel with the passage of the Olympic Flame. Visitors will have the opportunity to explore the work of five renowned artists including Abraham Poincheval, Andreas Gursky, Roman Signer, Omar Victor Diop, and Jean-Michel Basquiat, each bringing their own vision of the connection between sports and art in a space dedicated to creativity.
"La Malle Courrier" in Asnières (April 2 to December 31, 2024)
Located in Louis Vuitton's historic workshops in Asnières, La Malle Courrier pays tribute to the exceptional craftsmanship of the house's workshops. The iconic trunks conceived by Kim Jones and the cabinet of curiosities will be accessible to all for a guaranteed immersion into the history and traditions of the brand. Visitors will thus discover the manufacturing secrets of Louis Vuitton's iconic pieces, all within a setting steeped in history and authenticity.
"French Elegance in Motion" on Faubourg Saint-Honoré (June 1 to September 9, 2024)
Berluti, in collaboration with versatile artist Mathieu Forget, invites us on an immersive journey blending dance, fashion, and sports. Through a series of photographs, the artist explores the movements of Olympic and Paralympic sports, adorned in Berluti silhouettes or sportswear.
La Samaritaine - "Paris Gets into the Game" on rue de la Monnaie (April 30 to September 8, 2024)
La Samaritaine celebrates the energy and enthusiasm of sports through a dedicated theme, where everyone can feel the exhilarating atmosphere of the Olympic Games. Located on rue de la Monnaie, this exhibition will encourage Paris to embrace physical activity in all its diversity and vibrancy.
